Link Search Ads 360

Link your Google Analytics property and Search Ads 360 account.
In this article:

About linking

Self-serve linking of Analytics 360 properties and Search Ads 360 advertisers lets you create and manage the links from the Analytics 360 Admin section.

When you create the links, you can import Search Ads 360 campaign data to Analytics 360.

If you import campaign data, you also have the option to import aggregate Search Ads 360 cost data. If you choose to import cost data, only aggregate cost will be shared with Analytics; no breakdown of this aggregate cost will be available in your Analytics account. This aggregate cost data appears in Analytics 360 as the SA360 Cost metric.

Auto-tagging of your destination URLs is automatically implemented.

You can link multiple Search Ads 360 advertisers to a single Analytics 360 property. You can also link a single Search Ads 360 advertiser to multiple Analytics 360 properties. You need to repeat the linking process for each separate Analytics 360 property.

Each link between a Search Ads 360 advertiser and an Analytics 360 property is listed as a separate entity, and you can manage each link separately.

Reminder: Linking accounts enables authorized Analytics and Search Ads 360 users to see data from both products.

Prerequisites

You need the following permissions in Analytics 360 and Search Ads 360 to create, edit, and delete links.

Create and edit

To create links or edit advanced settings, the same user/email address needs the following permissions:

If you have both of these permissions, you can create links yourself. If you only have Analytics 360 Edit permission, you can send a linking request to a Search Ads 360 user with one of the above permissions.

To edit a link name, and which Analytics 360 views are linked, you need only the following permission:

  • Analytics 360: Edit permission for account or property where the link is established

Delete

To delete links, you need only the following permission:

  • Analytics 360: Edit permission for account or property where the link is established

To create links between Analytics 360 properties and Search Ads 360 Advertisers:

  1. Sign in to your Analytics 360 account.
  2. Click Admin, and navigate to the account and property you want to link.
  3. In the Property column, click Google Marketing Platform > Search Ads 360 Linking.
  4. Click + New Search Ads 360 Link. You see a list of Advertisers that have not yet been linked and for which you have Advertiser manager or Agency manager permissions.
    If you don't see any advertisers, you can use Linking option 2 (below) to send a linking request to a Search Ads 360 Admin.
  5. Select each advertiser you want to link to the current Analytics 360 property, then click Continue.
  6. Under Link title, enter the name you want to use for the link.

    Keep in mind that if you link more than one advertiser, then Analytics 360 creates multiple links with the same Link title, but you have the option to later edit the name for each link.

    Under Linked view(s), select the Analytics 360 reporting views you want to link. By default, no views are selected.

    Auto-tagging is automatically enabled when you save the link group so that Analytics 360 can associate sessions with Search Ads 360 campaigns.
  7. Optionally, enable Advanced settings by checking the boxes next to each individual import or export setting.
  8. Click Create link(s).

Linking option 2: You have the required permission for only the Analytics 360 property

To send a request to link your Analytics 360 property with a Search Ads 360 Advertisers:

  1. Sign in to your Analytics 360 account.
  2. Click Admin, and navigate to the account and property you want to link.
  3. In the Property column, click Google Marketing Platform > Search Ads 360 Linking.
  4. Click + New Search Ads 360 Link.
  5. Under Search Ads 360 Advertisers, select Other advertisers.
  6. Enter the Search Ads 360 Advertiser ID and the email address of the Search Ads 360 admin.
    • You can only enter one Advertiser ID per row. Click Add to create another row.
    • You can submit multiple email addresses per row, separated by commas.
  7. Click Continue.
  8. In the Link configuration section, review and adjust the settings that control which data is included in the link: Reporting data and Cost data.These settings will:
    • Apply to all link requests if more than one advertiser is specified above.
    • Be included in the approval request that is sent to the Search Ads 360 admin. The Search Ads 360 admin will not be able to change these settings, and once the admin approves the link, these settings cannot be changed. To change them, you will have to delete the link and submit a new link request.
  9. Click Send Link Request.

    Note: By sending this account-linking request, you're agreeing to share your email and/or name with the Admin of the Search Ads 360 account.

  10. After reading the instructions in the pop-up, click Done.

Pending requests

All linking requests are added to a new Pending Requests table in Admin > Property > Google Marketing Platform > Search Ads 360 Linking. Use the Pending Requests table to:

  • Delete Request: This withdraws the link request. Search Ads 360 admins may have received the linking-request email, but if they click the link in the email, they won't see anything to review.
  • Copy Link: This gives the request URL that the Search Ads 360 admin can use to approve or reject the request. You can send this directly to your Search Ads 360 counterpart.

Your linking request will be automatically deleted if it is:

  • Pending Approval for 30 days.
  • Rejected for 30 days.
  • Approved with no further action within 60 days.

Approved requests

If the Search Ads 360 admin approves your request, you receive an email. Complete the following steps to finalize the link.

  1. In the Pending Requests table, click Complete Link.
  2. Under Link title, enter the name you want to use for the link.
  3. Under Linked view(s), select the Analytics 360 reporting views you want to link.
  4. Click Create Link.

Once you've completed these steps, the link will be removed from the Pending Requests table and moved to the Linked accounts table.

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