How to Link Your Google AdWords and Analytics Accounts


Our customers often ask us if we provide solutions to import data from Google AdWords to Google Analytics. That’s when we gladly remind them of the native integration between these two Google products. For those who are new to Google Analytics and AdWords, here’s a quick reminder of what you can do, if you link Google Analytics and AdWords:

  • Add AdWords reports on campaigns, keywords, time and target URLs to Analytics.
  • Send the GA data about what users do after clicks on ads, to AdWords.
  • Import Ecommerce goals and transactions from GA to AdWords.
  • Configure AdWords remarketing lists with the account of more detailed data from GA (we’ll tell you more about it in one of the following articles).
  • Enrich Multi-Channel Funnel reports in Google Analytics with the data from Google AdWords.

Start with checking access rights

Before linking Google Analytics and AdWords, make sure you’ve got the necessary access rights: “Admin” rights for AdWords and “Edit” rights for Analytics.

1. Log in to your Analytics account and click “Admin” in the left panel.

Click Admin in the left panel in Google Analytics

2. Go to “Account settings” and make sure there is a tick next to “Google products & services”.

a tick next to Google products & services

3. Next, click on the “User management” section.

click on User management

4. Add the email address used with AdWords. After that, set the “Edit” access rights.

Add the email address used with AdWords

5. Turn on the auto-tagging in your Google AdWords account. This is necessary to send the detailed data about views, clicks and their costs, placements and ad positions, from Google AdWords to GA. To do that, follow these steps:

  • Log in to your AdWords account and find the “All campaigns” section and navigate to “Settings”. In the “Account settings” tab click on “Auto-tagging”.
    Auto-tagging settings
  • Put a tick next to “Tag the URL that people click through from my ad” and save the changes.
    A tick next to “Tag the URL that people click through from my ad

Now, proceed to linking GA and Google AdWords accounts. Below, we describe how to do that in the interfaces of both services. Just choose the method most comfortable for you.

Link via the AdWords interface

Google has been testing the new AdWords interface for quite a long period of time, and the company’s planning to switch to the new version in the nearest future. That’s why we use the new AdWords interface in our guide.

  1. First, log in to your Google AdWords account.
  2. Next, click on “Linked accounts” under “Setup”.
    click on Linked accounts under Setup
  3. Now find the “Google Analytics” card at the top left and click on “Details”.
    Google Analytics card in AdWords
  4. You’ll see the list of the GA properties that you have access to.
    List of the GA properties that you have access to
  5. Choose the Google Analytics property you want to link and check its status. In case you can’t find the needed property, make sure you have the appropriate access rights.
    Click on "Link“in the “Actions” column next to the property.
  6. Now there are two possible options. In the case that your property has only one view, you’ll see the name of the view. Turn on “Import metrics” to add the data from GA to your AdWords reports. If there are two or more views in the property, you’ll see the list of the views that can be used to link or import website metrics. Click on the “Link” option, and you’ll add the AdWords data about clicks and costs to Analytics.

    The data will become available in the “Acquisition” reports in 24 hours after the linking.

    You can also import Analytics goals and transactions to AdWords. Moreover, there’s no restriction on the number of linked properties. To import the goals and transactions, click on the view you want to import the data from. Next, add the behavior metrics you want to get to AdWords, and save the changes. The metrics will be added to the Google AdWords’ campaign reports in 24 hours after the linking.

  7. For now, the Analytics data in AdWords reports can be seen in the older AdWords interface. That’s why we’ll have to return to previous AdWords.
  8. Find “Columns” and click on “Modify Columns”.
  9. Next, select Google Analytics metrics and add them to the report by clicking on the “Apply” button:
    Add Google Analytics metrics to the AdWords report

    It usually takes up to 24 hours for the data from GA to become available in AdWords reports. To see the data, click on “Campaigns” and scroll to the right.

If you need to link multiple AdWords accounts to Analytics, it’s better to create an AdWords manager account (MCC). After creating the MCC account, you just need to link the account in the same way as described in the guide above.

Link via the Google Analytics interface

  1. Log in to your Google Analytics account.
  2. Go to the Admin panel and click on the “AdWords linking”.
  3. If you’re using the same Google account for both services, you’ll see the list of the available accounts. Check the box next to the account you need and click “Continue”.
  4. Now you have to enter a link group title and turn on the views in which you need the AdWords data. Сlick on “Link accounts”.
    Link AdWords and Google Analytics accounts

    The AdWords data will become available in Google Analytics reports in up to 24 hours after the linking. To find the data, click on the “Acquisition” section in the left pane, and choose “AdWords”.

    AdWords data in Google Analytics reports

Ta da! Now the “Campaigns” reports in AdWords and the “Acquisition” reports in Google Analytics will become more detailed. If you run advertising campaigns with services other than Google AdWords, and want to see the cost data for these campaigns in your Google Analytics reports, there are two options. You could import the data manually using the Data Import feature, or use OWOX BI Pipeline to automate the import. In this way, you’ll get the data from Google AdWords and non-Google advertising services together in a single Google Analytics report.

We hope that you’ll find the blogpost useful. In case you still have any questions left, we’d be happy to answer them in the comment section below;)

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