Link Optimize to Google Ads

Connect your Optimize container to Google Ads

The Optimize integration with Google Ads enables you to target experiments based on Google Ads accounts, campaigns, ad groups, and keywords. This allows you to create and deploy experiments to find changes to your landing pages that improve business outcomes.

In this article:

Supported campaign types

The Optimize-Google Ads integration supports search and shopping campaigns. It supports Search Network with Display select, but only the search traffic from those campaigns (display traffic is excluded). Support for additional campaign types will be added in the future.

Prerequisites

To link Optimize to Google Ads, you must have:

  • An Optimize account that's linked to Google Analytics
  • An Optimize snippet installed on your website

Step 1: Link Google Ads to Analytics

The first step is to link Google Ads and Analytics to enable data flow between the products. This link can be created in either Google Ads or Analytics. If you are linking Google Ads to a Universal Analytics property, see Link/unlink Google Ads and Analytics. If you are linking Ads to a Google Analytics 4 property, see [GA4] Link Google Ads and Analytics.

Step 2: Enable Google Ads for use with Optimize

After Google Ads and Analytics are linked, you can enable Google Ads for Optimize. Choose an option below based on your Google Ads account type.

Option 1 – Google Ads individual account

To turn on Optimize sharing from a Google Ads individual account, follow these steps:

  1. Sign in to your Google Ads individual account.
  2. Click Google Ads | tools [Icon] in the toolbar.
  3. Navigate to SETUP > Linked accounts.
  4. If you are linking to a Universal Analytics property, click DETAILS next to Google Analytics (UA).
  5. If you are linking to a Google Analytics 4 property, click DETAILS next to Google Analytics (GA4) & Firebase.
  6. Turn on Google Optimize sharing.

Google Optimize sharing switch

Option 2 – Google Ads manager account

To turn on Optimize sharing from a Google Ads manager account, follow these steps:

  1. Sign in to your Google Ads manager account.
  2. Click Google Ads | tools [Icon] in the toolbar.
  3. Navigate to SETUP > Linked accounts.
  4. If you are linking to a Universal Analytics property, click DETAILS next to Google Analytics (UA).
  5. If you are linking to a Google Analytics 4 property, click DETAILS next to Google Analytics (GA4) & Firebase.
  6. Click TURN ON GOOGLE OPTIMIZE SHARING.

Turn on Google Optimize sharing for managed accounts screenshot

Turning on Optimize sharing for a Google Ads manager account enables it for all of its child accounts. Control over Optimize sharing remains at the individual account level and can be adjusted there.

When an individual Google Ads account is added to a manager hierarchy, it retains its individual Optimize sharing setting. You can turn on Google Optimize sharing for the new Google Ads accounts by returning to the Analytics linked accounts page above.

Permissions

To link Google Ads to Optimize, you only need Administrative access to Google Ads. You don't need access to Optimize itself.

Targeting Google Ads objects with Optimize requires the following access:

Learn more about linking to Optimize in the Google Ads help center.

Notes

  • Auto-tagging must be enabled for Optimize experiments to receive Google Ads-targeted sessions.

Step 3: Link Optimize to Analytics

The final step is to verify that your Optimize container is linked to the same Analytics property that you linked to from Google Ads in Step 1. This is usually done when setting up an Optimize container.

Learn more about linking Optimize to Analytics.

Target Google Ads objects in an experiment

Once you’ve confirmed that your Optimize container is linked to the correct Analytics property, it’s time to experiment!. To learn more about targeting Google Ads in Optimize, see the following articles:

Google Analytics 4

Universal Analytics

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