Link Google Analytics and Google Ads

Linking a Google Analytics property to your Google Ads account can help you analyze customer activity on your website after an ad click or impression. 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.

Linking accounts allows you to import Google Analytics goals and transactions, see Google Analytics data in your Google Ads reports, and import Analytics remarketing audiences. You’ll also see Google Ads data in your Analytics reports. If you have a manager account, learn how to link Google Analytics and a Google Ads manager account.

How it works

When you link a Google Ads account to an Analytics property, anyone with access to the views you selected during linking will be able to see your imported Google Ads data.

Likewise, if you choose to import Analytics data (such as goals and transactions, metrics, or remarketing lists) into your Google Ads account, anyone with access to that Google Ads account will be able to see your imported Analytics data. You’ll be able to see this data in the Conversions column of your Google Ads reports

Keep in mind that once Analytics data (for example, goals) has been imported to Google Ads, it is subject to the Google Ads terms of service.

 

Link Google Analytics properties to Google Ads accounts

  1. Sign in to your Google Ads account.
  2. Click the tools icon  in the upper right corner of your account. Under "Setup," click Linked accounts.
  3. Under "Google Analytics," click Details
  4. You'll see a list of Google Analytics properties to which you have access. The “Status” column shows whether a property is linked to Google Ads. (If you don't see an Analytics property here, make sure you have "Edit" permission to that property.)
  5. In the “Actions” column, click Link next to the properties you want to link to Google Ads. You can link as many properties as you’d like.
  6. Now you'll see one of the two screens described below:
    • If the property you chose only has one view, you'll see the name of just that view. Select Import site metrics to be able to see Google Analytics data in Google Ads reports.
    • If the property has multiple views, you'll see a list of the views that you can link. For each view, you can do the following:
      • Link: This will make Google Ads click and cost data available in Analytics, and Analytics goals and transactions available for import into Google Ads. Link as many views as you'd like. 
      • Import site metrics: (Recommended) Choose one view that you want to import site engagement metrics from. This view 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 columns to your Google Ads reports. 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.
  7. Click Save.

Edit or remove linked Analytics properties

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the upper right corner of your account.
  3. Under "Setup," click Linked accounts.
  4. Under "Google Analytics," click Details
  5. You'll see a list of Google Analytics properties to which you have access. 
    • To change which views are linked, or the view that site metrics are imported from, click the pencil icon Edit next to the data in the "Views" column. Click Save after making your changes.
    • To unlink a property from your Google Ads account, click Unlink in the "Actions" column.

Keep in mind, when you unlink a property:

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

Moving Google Analytics properties

Google Analytics account administrators can move their Analytics property from one Analytics account to another. Any linked Google Ads accounts will continue to be linked to the property. After the move, users of the new Analytics account will be able to see data from the linked Google Ads accounts.

About the Linked accounts page for Google Analytics

After you link your Google Ads account to an Analytics property, you can see the following details in the “Linked accounts” page for Google Analytics in your Google Ads account:

  • Views: Shows how many views have been linked for this property. When you place your cursor over the data, you’ll see which views have been linked, and which view’s site metrics have been imported. If the property has any views linked to manager accounts, you’ll also see a breakdown of how many views are linked to manager accounts and how many to your account. Learn about linking Google Analytics and a Google Ads manager account
  • Goals: Shows how many goals have been imported into your conversion reports for this property. When you place your cursor over the data, you’ll see how many additional goals you can import as well as a link to manage your conversion actions.
  • Audiences: Shows how many remarketing lists have been created for this property. When you place your cursor over the data, you’ll see which lists have been created, as well as a link to create audience lists. 
  • Accounts: If your account is managed by one or more manager accounts, this column shows which manager accounts are linked to a given property. 
    • If the property is linked only to your account and not linked to a manager account, you’ll see “This account” in the column. 
    • If the account is managed by multiple manager accounts (for example, by a sub-manager and a manager account), you can place your cursor over the data to see which manager accounts are linked to the property.
If your account is managed by any manager accounts, you’ll be able to view data for properties that are linked to those manager accounts. 

Best practices: Check mark icon Best practices

Read the Google Best Practices guide about improving Google Ads performance with Google Analytics.

Related links

 

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