Configure AdWords for Analytics

Link/unlink Analytics & AdWords

Linking your AdWords account and Google Analytics property gives you access to the entire picture of customer behavior, from ad click or impression through your site to conversion. Once you've linked Analytics and AdWords, you can use insights from Analytics to refine and optimize your AdWords campaigns, improving the overall performance of your business.

When you link Analytics and AdWords, you can:

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Before you start, make sure that you're using a Google Account that has Edit permission for the Analytics property and Administrative access for the AdWords account(s).

Note: These permissions are only required for the linking process itself. After you've created the link, the permissions can be modified or removed entirely.

Link Analytics and AdWords

The linking wizard makes it easy to link your AdWords account(s) to multiple views of your Analytics property. If you have multiple Analytics properties and want to link each of them to your AdWords account(s), just complete the linking wizard for each property.

  1. Sign in to your Analytics account at www.google.com/analytics.
    Note: You can also quickly open Analytics from within your AdWords account. Click the Tools tab, select Google Analytics, and then follow the rest of these instructions.
  2. Click the Admin tab at the top of the page.
    screenshot of admin user interface navigation
  3. In the Account column, select the Analytics account that contains the property you want to link with one or more of your AdWords accounts.
  4. In the Property column, select the Analytics property you want to link, and click AdWords Linking.
  5. Select the checkbox next to any AdWords accounts you want to link with your Analytics property. If you have a My Client Center (MCC) account, expand the MCC account by clicking the arrow next to it, and then select the checkbox next to each of the managed AdWords accounts that you want to link.
  6. Click the Continue button.
  7. In the Link configuration section, enter a link group title to identify your group of linked AdWords accounts.
    Note: Most users will only need one link group. We recommend creating multiple link groups only if you have multiple AdWords accounts and want data to flow in different ways between these accounts and your Analytics property. For example, you should create multiple link groups if you need to:
    • Link different AdWords accounts to different views of the same Analytics property
    • Enable auto-tagging for only some of your AdWords accounts
  8. Select the Analytics views in which you want the AdWords data to be available.
    screenshot of selecting Analytics views
  9. If you've already enabled auto-tagging in your AdWords account, skip to the next step.
    The account linking process will enable auto-tagging for all of your linked AdWords accounts. Click Advanced settings only if you need to manually tag your AdWords links.
  10. Click the Link accounts button.

Congratulations! Your accounts are now linked. If you opted to keep auto-tagging turned on (recommended), Analytics will start automatically associating your AdWords data with customer clicks.

When you link an AdWords account to an Analytics view, anyone with access to that view will be able to see your imported AdWords data. Likewise, if you choose to import Analytics data (goals/Ecommerce transactions, metrics, or Remarketing lists) into your AdWords account, anyone with access to that AdWords account will be able to see your imported Analytics data.

Edit a link group

Once you've created a link group, you can add or remove AdWords accounts and Analytics views from that link group. You can also rename the link group.

If you want to remove all of your AdWords accounts from your link group, follow the instructions for unlinking (in the next section).

To edit a link group:

  1. Sign in to your Analytics account at www.google.com/analytics.

    Note: You can also quickly open Analytics from within your AdWords account. Click the Tools tab, select Google Analytics, and then follow the rest of these instructions.
  2. Click the Admin tab at the top of the page.
  3. In the Account column, select the Analytics account that contains the property whose link group you want to edit.
  4. In the Property column, select the Analytics property that contains the link group you want to edit, and click AdWords Linking.
  5. In the table, click the link group that you want to edit.
  6. To add or remove AdWords accounts from your link group, click Edit in the Select linked AdWords accounts section, and check or uncheck the boxes next to those accounts.
  7. To add or remove Analytics views, click Edit in the Link configuration section, and use the Linked view(s) drop-down menu to check or uncheck the boxes next to those views. You can also change your link group title in this section.
  8. Click the Save button.

Unlink Analytics and AdWords

If you want to unlink all of the AdWords accounts in a link group from your Analytics property, follow these instructions for deleting an entire link group.

If you have multiple AdWords accounts in a link group and want to unlink only some of your accounts from your Analytics property, follow the Edit a link group instructions (in the previous section).

To delete an entire link group:

  1. Sign in to your Analytics account at www.google.com/analytics.

    Note: You can also quickly open Analytics from within your AdWords account. Click the Tools tab, select Google Analytics, and then follow the rest of these instructions.
  2. Click the Admin tab at the top of the page.
  3. In the Account column, select the Analytics account that contains the property you want to unlink from your AdWords account(s).
  4. In the Property column, select the Analytics property you want to unlink from your AdWords account(s), and click AdWords Linking.
  5. In the table, click the link group that you want to delete.
  6. Click Edit (next to Select linked AdWords accounts).
  7. At the bottom of the screen, click Delete link group.
  8. In the confirmation pop-up, click the Delete button.

Keep in mind, if you delete a link group, data from AdWords (such as clicks, impressions, CPC, etc.) will no longer be visible in Analytics reports. Session data up until the time you unlink the account will still be available. Any new sessions that result from clicks in these linked AdWords accounts after you have unlinked will appear in Analytics reports as (not set).