Link Google Analytics to a Google Ads manager account (MCC)

Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting July 1, 2023, standard Universal Analytics properties stopped processing data. (360 Universal Analytics properties with a current order will receive a one-time processing extension ending on July 1, 2024.) It's critical that you migrate your Universal Analytics property to Google Analytics 4. Learn how to Make the switch to Google Analytics 4.

Linking Google Analytics properties to your Google Ads manager account can help you analyze customer activity on your website after an ad click associated with any of the Google Ads accounts within your manager account. This information can shed light on how much of your website traffic or business comes from Google Ads, and help you improve your ads and website.

Whenever you add a new Google Ads account to your manager account, it will automatically be linked with the same Analytics properties, eliminating the need to link them individually to Analytics.

Benefits

After linking Google Analytics and your Google Ads manager account, you can:

  • Link all of the Google Ads accounts you manage to Analytics in one step
  • Simplify managing your imported Analytics goals and transactions, remarketing lists, and site engagement stats, and exported Google Ads cost data across multiple Google Ads accounts by managing them in one manager account
  • Automatically link an account to your Analytics properties when you add it to your manager account

Before you begin

To link your Google Analytics account to Google Ads, you’ll need administrative access to a Google Ads manager account and “Edit permissions” to a Google Analytics property.

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

Check Google Ads access level

To check your Google Ads account's access level, follow these steps:

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads manager account, click the Admin icon Admin Icon.
  2. Click Access and security.
  3. In the "Access level" column, search for "Admin".

If you don't have the right level of access, you can ask the administrator of your Google Ads manager account to grant you administrative access. Without administrative access to your Google Ads manager account, you won't be able to link to Google Analytics.

Check Google Analytics permissions

To check your Analytics property's permissions, follow these steps:

  1. Sign in to your Analytics account.
  2. Click Admin.
  3. In the “Account” column, choose the Analytics account that contains the property you want to link with one or more of your Google Ads accounts.
  4. In the “Property” column, choose the Analytics property you want to link, and click Property User Management.

    If you don’t see Property User Management here, you can ask the administrator of your Analytics account to grant you edit permissions or to link the accounts for you.

  5. In the “Property Permissions” column, look for “Edit” permission for the email address associated with your Google Ads account.

Instructions

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.

Link Google Analytics properties to a Google Ads manager account

  1. In your Google Ads manager account, click the Admin icon Admin Icon.
  2. Click Linked accounts.
  3. Under "Google Analytics (UA)" or “Google Analytics (GA4) and Firebase”, click Details. You'll notice a list of Google Analytics properties to which you have access.
  4. Click Details next to the property you want to link to your Google Ads manager account.
  5. You'll notice a list of the views from this property that you can link. There are two settings: If your Google Ads account is used by a Google Ads manager account that has linked to this property, you'll also notice a column showing which views are linked to that manager account.
    • Import site metrics: Choose a view from which to import site engagement metrics. While this is optional, we recommend choosing one view that will be used to show site engagement metrics in the Google Analytics reporting columns of all of your managed accounts.
    • Link: Link as many views as you'd like. This will make Google Ads click and cost data available in Analytics, and Analytics goals and transactions available in Google Ads. A different view can always be chosen in individual managed accounts.
  6. Click Save.

You can repeat this process for any additional properties you want to link.

Note: When Analytics data (for example, goals) has been imported to Google Ads, it's subject to the Google Ads terms of service.

Unlink Google Analytics properties from a Google Ads manager account

  1. In your Google Ads manager account, click the Admin icon Admin Icon.
  2. Click Linked accounts.
  3. Under "Google Analytics (UA)" or “Google Analytics (GA4) and Firebase”, click Details. You'll notice a list of Google Analytics properties to which you have access.
  4. Click Unlink next to the property that you want to remove from your Google Ads manager account.

After you unlink an Analytics property:

  • Session data for Google Ads (such as clicks, impressions, and CPC) will still be available in Google Ads reports, but new sessions resulting from clicks in the Google Ads accounts after you’ve removed the property will show in reports as "(not set)".
  • Remarketing lists based on the link will be closed.
  • Goals or transactions will no longer be imported from Analytics to Google Ads.

Link multiple Google Ads accounts through Analytics

You can choose to set up your Analytics links through Analytics, linking multiple accounts at one time.

When to link multiple accounts through Analytics

  • You don't want all of your Google Ads accounts managed by a Google Ads manager account (MCC) linked to a single Analytics property

  • You don't want new Google Ads accounts under the manager account to be automatically linked to the same Analytics property

  • You don't want to use cross-account conversion tracking, cross-account remarketing, or cross-account attributions (Search Funnels)

Learn more about how to Link multiple Google Ads accounts to Google Analytics

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