How to Connect Your Google Ads to Your Google Analytics

Table of Contents

Currently, the method outlined in the article functions effectively for the GA Universal Analytics feature. However, if you still require assistance linking Google Ads to GAv4 please feel free to contact us here for further assistance.

Why do you need to connect these services?

Linking your Google Ads and GA4 accounts offers several advantages. Firstly, it allows you to gain deeper insights into user behavior on your landing pages beyond the metrics provided by Google Ads alone. By leveraging the combined data from both platforms, you can better understand how users interact with your ads and website, leading to more informed decision-making for optimization strategies.

Additionally, connecting these accounts enables you to integrate Google Ads data into your Google Analytics reports and templates, providing a comprehensive view of your advertising performance alongside other website metrics. This integration facilitates streamlined reporting and analysis processes, ultimately enhancing your ability to monitor and improve the effectiveness of your advertising campaigns.

What metrics do you get from these accounts?

Metrics visible in Google Analytics 4 (GA4):

  1. Sessions
  2. % New Sessions
  3. New Users
  4. Bounce Rate
  5. Pages/Session
  6. Average Session Duration
  7. Goal Completions
  8. Goal Conversion Rate
  9. Page Views
  10. Event Count
  11. Event Value
  12. User Engagement Rate
  13. User Engagement Time

Metrics visible in Google Ads:

  1. Impressions
  2. Clicks
  3. Click-Through Rate (CTR)
  4. Average Cost Per Click (CPC)
  5. Cost
  6. Conversions
  7. Conversion Rate
  8. Cost Per Conversion (CPC)
  9. Ad Position
  10. Quality Score
  11. Ad Relevance
  12. Expected Click-Through Rate (CTR)
  13. Ad Performance

These are just a few examples, and both platforms offer additional metrics for deeper analysis and optimization of advertising campaigns.

How to connect

To link your Google Ads and Google Analytics accounts, 

  1. Log in to Google Analytics
  2. Open Admin settings from the bottom of the left hand menu
  3. Make sure you are viewing the property that you want to connect 
  4. Select Google Ads Linking 
How to Connect Your Google Ads to Your Google Analytics image 1

The next screen will look something like this:

How to Connect Your Google Ads to Your Google Analytics image 2
  1. Choose New Link Group. Then, your screen will look something like this:
How to Connect Your Google Ads to Your Google Analytics image 3
  1. Select the Google Ads account that you want to link to this Analytics account
     
  2. Complete the necessary fields and hit the Link Accounts button

If you need to disconnect a link for any reason, you can delete the link under the Google Ads Linking settings page. This would allow you to link a new account if you accidentally linked the wrong account or to the wrong property. 

How to Connect Your Google Ads to Your Google Analytics image 4

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