This article is about linking a Google Analytics 4 property to your Google Ads account. Google Analytics 4 properties were known as “App + Web properties” during the beta period. Google Analytics 4 properties are available for all accounts, and are now the default when you create a new property, whether you plan to use it for a website, an app, or both.
Google Analytics 4 properties are different from Universal Analytics (the previous generation of Google Analytics) properties. Learn more about linking Universal Analytics properties to Google Ads.
If you have a Google Analytics 4 property or Firebase project, you can link the property or project to your Google Ads account. After you link a Google Analytics 4 property or Firebase project to Google Ads, you can:
- Import conversions, audiences, and app conversion event data (for example, parameters).
- See how campaigns drive app installs and in-app actions for your Android and iOS apps, and visits and on-site behavior for your website.
Before you begin
Use a Google Account that has the following permissions:
- In Google Ads, the Google Account needs administrative access to a Google Ads account (or a Google Ads manager account). You should also set up auto-tagging in the Google Ads account.
- If you’re linking to a Firebase project, the Google Account needs to be an owner of the Firebase project that you want to link.
- If you’re linking to a Google Analytics 4 property, the Google Account needs “Edit” permissions in the corresponding Google Analytics property.
Unlinking properties from a Google Ads account
You can unlink your Google Ads account from a Google Analytics 4 property or Firebase project at any time. To unlink, you’ll need administrative access to the Google Ads account. After you unlink:
- Google Ads and the previously linked properties will stop sharing data.
- Google Ads will stop importing conversions from previously linked properties, and new users won't be added to connected remarketing lists.
- You'll still be able to see previously shared data in both Google Ads and Google Analytics or Firebase.
Keep in mind
If your Google Ads account is managed by a manager account, any data the manager account imports from Google Analytics or Firebase will be available to you (as specified by the manager account). If the manager account unlinks from Google Analytics or Firebase, new data won’t be available, but you will still see previously shared data.
Instructions
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Link a Google Analytics 4 property or a Firebase project to Google Ads
- Sign in to your Google Ads account.
- Click the tools icon
in the upper right corner of your account.
- Under "Setup", click Linked accounts.
- Under "From Google," find “Google Analytics (GA4) and Firebase", then click Details. If you have “Edit” access to Google Analytics 4 properties or you’re an owner for Firebase projects, a table that shows all available properties and projects appears.
- Find a Google Analytics 4 property or a Firebase project in the table, then click Link.
- To check which apps are associated with a project, click the down arrow to the left of the project name.
- In the confirmation window, click Link.
- (Optional) To import site metrics from a linked Google Analytics 4 property, click Activate under the “App and web metrics” column (the Activate button takes about 5 minutes [but may sometimes be delayed by a few hours] to be available after linking the property).
- This property will be used to show site engagement metrics in the Google Analytics reporting columns of your account. Note that you’ll need to add Google Analytics 4 columns to your Google Ads reports, these are distinct from UA metrics and are labeled as (GA4) in the metric picker.
- In most cases, it will take less than an hour for Google Analytics data to be imported, but the process may take longer for larger accounts. Once the data is imported, you can add Google Analytics columns to your Google Ads reports.
- In the confirmation window, click Activate.
If your Google Ads account is managed by one or more manager accounts, the “Accounts” column shows which of your manager accounts are linked to a Google Analytics 4 property or a Firebase project.
- If the Google Ads account is managed by multiple manager accounts (for example, by a sub-manager and a manager account), the main manager account will be displayed in the “Accounts” column.
- If a Google Analytics 4 property or a Firebase project is linked to your Google Ads account and not linked to a manager account, you’ll see a hyphen (“-”) in the “Accounts” column.
Unlink a Google Analytics 4 property or a Firebase project from Google Ads
- Sign in to your Google Ads account.
- Click the tools icon
- Under "Setup", click Linked accounts.
- Under "Your linked accounts and products," find “Google Analytics (GA4) and Firebase", then click Manage and link.
- Find the Google Analytics 4 property or the Firebase project in the table, then click Unlink.
- Click Unlink again to confirm.
Having trouble?
If you need more help with Google Analytics in Google Ads, contact us.