These days, two of the most important tools for digital marketers and SEOs are Google Analytics and Google Ads. While each platform is powerful on its own, linking the two can bring an even greater benefit and further maximize your organization’s online presence. Keep reading for a step-by-step guide on linking Google Ads to your Google Analytics account, and an overview of why it’s important to do so.

A Note on Permissions

Before you can begin linking your Google Ads account to Google Analytics, you must have the correct permissions on each platform. In order to link the two accounts, you’ll need administrative access to a Google Ads account and “edit permissions” access on a Google Analytics account.

Instructions for Linking

  1. Sign in to Google Analytics
  2. Click on Admin at the bottom of the left hand panel
  1. Within the Admin section navigate to the property that you wish to link
  2. In the Property panel, click Google Ads Linking
  1. Click the red + New Link Group button
  1. Select the Google Ads accounts you want to link, then click Continue 
  2. Name the link group title, and turn linking on for each view in the property in which you wish to access Google Ads data
  3. If your Google Ads account already has auto-tagging enabled, or if you want auto-tagging to be automatically enabled, you do not need to do anything

However, if you want to manually tag your Google Ads links, click on Advanced settings > Leave my auto-tagging settings as they are.

  1. Click Link accounts.
  1. That’s it! Your Google Ads account is now linked to your Google Analytics account.

Benefits of Linking Google Ads and Google Analytics

Conversion Tracking

Arguably the most important reason to link Google Ads and Google Analytics is that it enhances conversion tracking. On its own, Google Ads conversion tracking can be a little confusing. However, once you’ve linked to Google Analytics, it’ll be much easier to see which keywords and ads are generating the most conversions, and you’ll be able to access your Google Ads conversion rates right from Analytics.

Shared Data and Metrics

Another big benefit of linking the two accounts is that data and metrics can easily be shared between the two platforms. Analytics metrics, goals, and Ecommerce transactions can be imported into your Google Ads account, allowing you to make more informed decisions when it comes to your Google Ads campaigns. You are also able to see your Google Ads performance data, such as campaign cost and clicks, from Google Analytics.

Customer Journey

Linking Google Ads and Analytics gives you access to more information about your customers’ journey. The combination of the data from Ads and Analytics will show you many variables and insights that will allow you to adjust your advertising campaigns for an enhanced user experience. You will also get richer data in the Analytics Multi-Channel Funnels report

Ultimately, both Google Ads and Google Analytics are essential when it comes to digital marketing and SEO. Linking the two accounts will provide you with even more powerful insights and help ensure that you are getting the most out of the two platforms