Product Linking: Product linking: Link Google Analytics properties and Google Ads

On 1 July 2023, your Universal Analytics properties will no longer process hits. For the best quality setup and the most historical data and insights, Google recommends that you migrate your Universal Analytics property to Google Analytics 4 before a new property is automatically created for you.

Linking a Google Analytics property to your Google Ads account can help you analyse 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). Auo-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.

Bear 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

Link a Google Analytics property or a Firebase project to Google Ads

  1. Sign in to your Google Ads account.
  2. Click the Tools and settings icon Google Ads | tools [Icon] in the upper right-hand corner of your account.
  3. Under 'Setup', click Linked accounts.
  4. Under 'From Google', find 'Google Analytics (GA4) and Firebase' or 'Google Analytics (UA)', then click Details.
  • If you have 'Edit' access to Google Analytics properties or you’re an owner for Firebase projects, a table that shows all available properties and projects appears.
  1. Find a Google Analytics 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.
  1. In the confirmation window, select if you want to import additional data (e.g.: audiences) and click Link.
  2. (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 five 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 labelled 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.
  1. 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.

  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.

Having trouble?

Fix a linking issue

 

Unlink a Google Analytics property or a Firebase project from Google Ads

  1. Sign in to your Google Ads account.
  2. Click  the  'Tools and settings' icon Google Ads | tools [Icon] in the upper right-hand corner of your account.
  3. Under 'Setup', click Linked accounts.
  4. Under 'Your linked accounts and products', find 'Google Analytics (GA4) and Firebase' or 'Google Analytics (UA)',  and then click Manage and link.
  5. Find the Google Analytics property or the Firebase project in the table, then click Unlink.
  6. Click Unlink again to confirm.

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. Bear 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 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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