Link Google Ads to Firebase

When you link Google Ads accounts to a Firebase project, you can

  • Export Firebase events to Google Ads
  • Export Firebase audiences to Google Ads
In this article:

Before you begin

Note: In order to link a Firebase project to Google Ads you must first link your Firebase project to a Google Analytics 4 property and have the Editor role for that property.

To link a Firebase project to Google Ads, use a Google account that has the following permissions. If your account doesn’t have these permissions, ask your Firebase or Google Ads administrator for help.

  • In Firebase, your account needs to be an owner of the project that you want to link.
  • In Google Ads, that same Google account needs administrative access.

Learn how to grant or remove access to your Google Ads account.

  • If you link to a Google Ads manager account, any data that you import from Firebase will be available to all of your client accounts.
  • Once you've linked to one or more Google Ads accounts, event data from Firebase will automatically be exported into those Google Ads accounts so you can, for example, track ads conversions and app installs. and refine Google Ads' serving models. Note that the export of audiences you create in Google Analytics for Firebase for personalized advertising is subject to an additional setting. In addition, you may selectively import certain Firebase conversion events into Google Ads. Learn more

To link Google Ads accounts to a Firebase project:

  1. Sign in to Firebase.
  2. Click the Settings icon and select Project Settings.
  3. On the Project Settings page, click the Integrations tab.
  4. On the Google Ads card, click Link.
    If a Google Ads account is already linked and you want to add another account, click Manage.
    You must have administrative access to an Google Ads account in order to link. If you do not have administrative access to an existing account, you can click Upgrade & link to create a new one in Google Ads.
  5. On the Google Ads card, you have the option of automatically sharing the audiences you create in Google Analytics for Firebase with your linked Google Ads accounts for interest-based advertising. If another project admin previously unchecked this option, you will not see the checkbox.
  6. Select the Google Ads accounts you want to link and click Link.
    If an Google Ads account is already linked and you are adding another account, click Add account. Then, select the Google Ads accounts you want to link and click Link. (If you have already added all the Google Ads accounts that you administer, the Add account button is dimmed.)

Either a Google Ads Admin or Firebase project owner can unlink the linked Google Ads account(s).

Unlinking the Google Ads account(s) from the project halts the data sharing that occurred as a result of the link:

  • All data that was shared before the link was severed remains available to both Google Ads and Firebase.
  • Any data that is added or updated (for example, conversions) after the link is severed, and for which sharing was in place as a result of the link, is no longer shared.
  • If you’re using a Google Ads manager account, unlinking a Firebase project applies to all of your client accounts.
  • New users won’t be added to audience lists that you’ve imported.
  • When you unlink your Google Ads account, events that were marked as remarketing conversions become unmarked.

To unlink Google Ads accounts from a Firebase project:

  1. Sign in to Firebase.
  2. Click the Settings icon and select Project Settings.
  3. On the Project Settings page, click the Integrations tab.
  4. On the Google Ads card, click Manage.
  5. Select the Google Ads account(s) you want to unlink and click Unlink accounts.
  6. Click Confirm unlink.

Related resources

[GA4] Troubleshoot importing Google Analytics 4 or Firebase audiences into Google Ads

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