Configuring AdWords for Analytics

Link/unlink Analytics & AdWords accounts

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

When you link accounts, you:

Before you start, make sure that you're using a Google Account that has access to both your Analytics and AdWords accounts, has Edit permission for the Analytics account and has Administrative access for the AdWords account.

Link your accounts

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

    Note: You can also link accounts from your AdWords account. Click the Tools and Analysis tab, select Google Analytics, and then follow the rest of these instructions.
  2. Click the Admin tab at the top right-hand side of the page.
  3. In the Account column, select the Analytics account that you want to link with your AdWords account.
  4. Click AdWords Linking.
  5. Click the + New link button at the top left of the table.
  6. Select the AdWords account that you want to link with your Analytics account.
  7. Click the Next step button.
  8. In the Link configuration section, select the Analytics views in which you want the AdWords data to be available.
  9. If you've already enabled auto-tagging in your AdWords account, then skip to the next step.

    The account linking process will enable auto-tagging for you. Only click Advanced settings if you need to manually tag your AdWords links.
  10. If you've already opted to share your data with other Google products, then skip to the next step.

    In the Account Settings – Data Sharing section, select the box to share your Analytics data with AdWords.
  11. Click the Link Accounts button.

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

To link another AdWords account to this same Analytics account, repeat the procedure above.

Note: 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 / E-commerce 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.
Link an Analytics account to a My Client Centre (MCC) account

You can't link a master (client-manager) MCC account directly to an Analytics account, but you can link each individual managed account using the instructions above.

Unlink Analytics and AdWords accounts

Before you start, make sure that you're using a Google Account that has access to both your Analytics and AdWords accounts, has Edit permission for the Analytics account, and has Administrative access for the AdWords account.

To unlink your accounts:

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

    Note: You can also unlink accounts from your AdWords account. Click the Tools and Analysis tab, select Google Analytics, and then follow the rest of these instructions.
  2. Click the Admin tab at the top right of the page.
  3. In the Account column, select the Analytics account that you want to unlink from your AdWords account.
  4. Click AdWords Linking.
  5. Find the AdWords account that you want to unlink from your Analytics account, and click Unlink.
  6. In the confirmation pop-up window, click the Unlink button.