This article is about Universal Analytics, which is going away. It's critical that you migrate your Universal Analytics property settings to Google Analytics 4, or you will begin to lose data on July 1, 2023 (July 1, 2024 for Analytics 360 properties). Learn how to migrate your settings.

Importing Cost Data

Importing click and cost data for non-Google search engines and campaigns allows you to compare performance data for Google and non-Google initiatives. For example, if you buy keywords on non-Google search engines, you can upload the cost and impression data from these search engines to Analytics. The uploaded data can then be combined with Analytics conversion and ecommerce data so you can see ROAS (return on ad spend) for each keyword you buy. You can compare uploaded data to data for Google Ads and other Google campaigns, enabling you to monitor performance across all your channels, both those for which Analytics collects data and for other channels.


This information is for anyone wishing to track performance for non-Google campaigns such as:

To import Google Ads data, please link your Google Ads and Analytics accounts by following the directions here: Link/unlink Analytics & Google Ads.

You will need Admin privileges for the properties into which you want to import this data to perform many of these steps.

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