How to Connect Analytics to Google Ads

Digital marketers use various tools to study customer behavior and gain deeper insight into what makes a marketing campaign effective. Linking Google Analytics to Google Ads is a helpful way to gather important data that helps create stronger marketing campaigns that result in outcomes that meet customer expectations.

On July 1, 2023, Universal Analytics was replaced with Google Analytics 4. If necessary, migrate your Google Analytics account to the new version to avoid losing essential metrics or data. 

When linked to Google Ads, Google Analytics 4 tracks the entire customer cycle, from initial interaction, such as clicking on ads, to completing chosen conversions. When linked, you can:

• Use the Google Ads campaigns report to gain insight into specific campaigns.

• Import Analytics conversions into a Google Ads account

• Use the User acquisition report to access new dimensions

• See Attribution reports in the Advertising section

• Use Analytics audience data for effective remarketing

In this tutorial, you’ll learn how to connect Google Analytics to Google Ads.

How to connect Analytics to Google Ads

Here’s a quick summary of the steps you’ll need to take to link Analytics to Google Ads:

1. Make sure your Google account has the correct permissions.

2. Create links between Analytics and Ads.

3. Monitor and manage links as needed.

Let’s go over these steps in more detail.

1. Make sure your Google account has the correct permissions.

First, you must ensure your Google account is set up correctly. You’ll need an Editor role in Analytics and administrative access to the same account in Google Ads.

2. Create links between Analytics and Ads.

In Google Analytics, click on Admin. Under Product Links, click Google Ads Links > Link > choose Google Ads account. 

Then, select the ads account you want to link. Click Confirm > Next. 

Once you’ve confirmed that the settings are all where you want them to be, click Submit.

3. Monitor and manage links as needed.

Once your Ads account links to Google Analytics, you can monitor and manage the links. Data flows both ways between the two platforms, allowing you to adjust settings based on your marketing needs. These settings include editing, verifying, or unlinking the ads and Google Analytics, which we’ll cover in more detail under related tasks.

Related tasks

Edit links

To edit a link, click Admin. Then, go to Property > Product links > Google Ads Links. Select the arrow at the end of the row for the ad you want to edit. To delete a link, you’ll need to have a Google Ads admin or editor role in Analytics. Remember that deleted or unlinked ads stop sharing information and importing data.

Assign Analytics roles for linked Ads account.

People with the Google Ads admin or editor role in Analytics can view and edit access for other users, as well. You can change roles as needed by clicking on Admin > Linked property > Google Ads Links > See default roles. Click Apply once you’ve set everything the way you want.

Learn more with Coursera.

Sharpen your Google Analytics and Google Ads skills on Coursera, where you’ll find Google’s Digital Marketing and E-Commerce Professional Certificate. With this certificate, you’ll have the opportunity to learn about data analytics fundamentals to help you become competitive in the data analytics field.