How to Connect Analytics to Google Ads

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

Starting on July 1, 2023, Universal Analytics is being replaced with Google Analytics 4. If necessary, make sure to migrate your Google Analytics account to the new version so that you don’t lose important 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 need to make sure your Google account is set up correctly. In Analytics, you’ll need to have an Editor role. In Google Ads, you’ll need to have administrative access to that same account.

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’ll be able to monitor and manage the links. The data flows both ways between the two platforms, so you can 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. Keep in mind 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 have the ability to view and edit access for other users, as well. By clicking on Admin > Linked property > Google Ads Links > See default roles, you can change roles as needed. 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.