Linking Google Analytics and Google Adwords

Linking Google Analytics and Google Adwords

When you launch a new search ad campaign, so many factors play into the success or failure of your online marketing efforts. In order to make sure that you get the most mileage out of your ads, you’ll likely be analyzing performance reports regularly. Thankfully, you can link your Google Analytics details directly to your AdWords account, so you don’t miss valuable online traffic information.

Google Analytics is a tool that allows website owners to see exactly how many people have visited their site, and it also offers insight into the behavior of those users. With analytics you can access valuable demographic information about website visitors, as well as seen how they interacted with your site. Things like the average bounce rate of visitors, number of pages visited, the average amount of time spent browsing and the estimated percentage of new visitors to your site, can all be gathered using Google Analytics. This information is valuable when running AdWords campaigns because you can see what how your business is driven by existing ads and the products that customers deem popular on your site.

To link the accounts, start by making sure you have administrative rights on both the AdWords and Analytics accounts to which you’ll be applying changes. Once you have verified this information, sign into AdWords, and click the “Tools and Analysis” tab. Choose “Google Analytics”. Once you’ve entered this menu, click the tab labeled “Admin” on the top right side of the page. Next, click the Google Analytics account you would like to link to AdWords. If you don’t see the desired account, return to the “Account Home” menu and select the account with the correct campaigns before moving forward again. In the “Admin” menu, select the “Data Sources” tab before ultimately visiting the “AdWords” tab and clicking “Link Accounts”. This ensures that your Analytics Account is importing the necessary cost data from your AdWords Account. You’ll also need to verify that your Data Sharing Setting in Google Analytics is set to “Set to Share my Google Analytics Data with Other Google Products Only.”

 After linking the appropriate accounts, you will decide which Analytics Profiles you would like to apply to which accounts. You can select up to 10 Analytics profiles to apply per account. Simply hit the “Add” button to the right of the profile to include the additional profile.

 You will have the option to engage in “autotagging” (AdWords default setting) or “manually tagging” the web pages on your site. Most online marketers prefer and recommend autotagging because it automatically tacks a special code to each page on your website. This option allows you to easily determine how your customers are behaving once they enter your site. Having access to this information can inform you which ads or campaigns are driving the most traffic to your website, and how your advertising efforts are influencing your ultimate conversions and sales.

 As soon as the Analytics data starts appearing in your AdWords account, you will be able to infer how your customers are reacting to your AdWords search display ads. Please note that it can take up to 24 hours for Google Analytics and AdWords accounts to appear “linked’ online. You may need to sign out of your AdWords account and sign back in before the changes are reflected. You now have the ability to analyze all the necessary data to build a successful campaign from one concise place online. Your performance reports will also include your Analytics data so you’ll never miss important details about your customers wants and needs.


Zach Etten

Zach is a seasoned leader with nearly 10 years of digital marketing experience. His analytical and goal focused approach has helped businesses achieve lofty growth initiatives through search, social, and content marketing. Outside of work, you can usually find Zach cheering on any of the Boston sports teams.