[GA4] Product linking: Link Google Analytics 4 properties and Google Ads

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 a Google Analytics property to your Google Ads account can help you analyze customer activity on your website or app, which can help you understand how much of your website traffic or business comes from Google Ads, and improve your ads and website.

Linking accounts allows you to perform the following actions:

Google Analytics account administrators can also 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.

If you have a Google Ads manager account, learn how to Link Google Analytics to your manager account.


Before you begin

To link a Google Analytics property to your Google Ads account, your Google Account that has the following permissions:

  • Administrative access to a Google Ads account or a Google Ads manager account. 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.

When you upgrade your Firebase project to a Google Analytics 4 property, your Firebase links with Google Ads are migrated to your new Google Analytics 4 property automatically.

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 find previously shared data.


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 a Google Analytics property or a Firebase project to Google Ads

  1. In your Google Ads account, click the Admin icon Admin Icon.
  2. Click Linked accounts.
  3. Under "From Google," find “Google Analytics (GA4) and Firebase" or “Google Analytics (UA),” then click Details.
  4. Click the plus button .
  5. Under “Link Setup”, select a Google Analytics or Firebase property.
    • If you have an "Edit" access to the Google Analytics properties or you’re an owner for Firebase projects, the search results will display a list of all available properties and projects.
  6. Find a Google Analytics property or a Firebase project from the list, then click Next.
  7. (Recommended) Use the toggle button to import app and web metrics and Google Analytics audiences
    • For app and web metrics import:
      • This property is used to show site engagement metrics in the Google Analytics reporting columns of your account. Note that you 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 takes less than an hour for Google Analytics data to be imported, but the process may take longer for larger accounts. After the data is imported, you can add Google Analytics columns to your Google Ads reports.
  8. Review your selection and click Link.

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.

  1. 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.
  2. If a Google Analytics 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.

Troubleshoot linking issues between your Analytics and Google Ads accounts.

Manage or unlink a Google Analytics property or a Firebase project from Google Ads

  1. In your Google Ads account, click the Admin icon Admin Icon.
  2. Click Linked accounts.
  3. Under "From Google", find “Google Analytics (GA4) and Firebase" then click Details.
  4. Find the Google Analytics property or the Firebase project in the table, then click Manage.
    1. Import app and web metrics: Turn on the toggle to use Google Analytics app and web metrics to give you a more customer centric measurement of how users interact with your ads.
    2. Import Google Analytics audiences: Turn on the toggle to use Google Analytics app and web metrics to give you a more customer centric measurement of how users interact with your ads.
  5. Click Unlink to unlink.

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. Keep in mind that you can only see views, goals, and audiences for Universal Analytics properties only.

  • 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 more 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.

Related links

Google Analytics

About Product Linking

Google Products

Google Partners

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