Link AdWords to Analytics in 3 Quick Steps

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If you are running Google AdWords campaigns, then having your campaign data within Google Analytics can provide you with valuable insights into people’s behaviour after they have clicked on your ads. The AdWords reports allow you to evaluate the performance of your campaigns, ad groups, keywords and even get extra insights about your bid adjustments. Even if you think your accounts are already linked, it can be worth checking to ensure you have the best possible data for reporting and analysis. Follow these 3 quick steps to link AdWords to Analytics and get greater insights into the performance of your campaigns. Even if you think your accounts are already linked, it can be worth checking to ensure you have the best possible data for reporting and analysis.

Step 1

Make sure that your login has administrator level access to your Google AdWords account and edit level access to your Google Analytics property.

Not sure you have the correct access level? Follow the steps below to find out if you can link AdWords and Analytics.

See if you have the correct Google AdWords access:

Log into your Google AdWords account, click on the configuration icon in the top right corner and click ‘Account Settings’. Then click on ‘Account Access’. You will see a list of users and if the ‘Actions’ column contains options for changing people’s level of access then you are an administrator. If the ‘Actions’ column is blank, then you have standard level of access to the account and won’t be able to link to Google Analytics.

See if you have the correct Google Analytics access:

Log into your Google Analytics account, click on ‘Admin’. Then look for ‘AdWords Linking’ under the ‘Property’ column. If you don’t see this option then you probably have ‘Read & Analyze’ permission, which allows you to view reports, but not make any configuration changes. In this case you will either have to ask someone who has edit level access to grant you access or email them a link to this post and get them to link your accounts.

Step 2

Within Google Analytics click on the ‘Admin’ tab and then click ‘AdWords Linking’ under the ‘Property’ column.

Select AdWords Linking within the Property Settings

You should now see a list of your available AdWords accounts that you can link to Google Analytics. Ensure the checkbox is selected for the accounts you would like to link and then click ‘Continue’.

Step 3

Now you can name the account(s) you are linking. This will be your email address by default, but you can change it to your company name or something descriptive.

Configure AdWords Link Group

Click on the ‘Select view(s) to link’ dropdown and choose one or more reporting views where you would like to make your AdWords data available. In most cases you will probably want to use the ‘Select All’ option.

Google Analytics will automatically use auto-tagging to pull data into your reports. You will want to use this because it is the best way to integrate with AdWords.

Now click ‘Link Accounts’ and you are done!

What’s next?

Your AdWords data will now begin to appear within your reports, allowing you to access a richer set of data to evaluate the performance of your campaigns. You will find the reports within the ‘Acquisitions’ section of Google Analytics.

Bonus Tip

Did you know you can also get impression data (even without people clicking) for your Display Network and YouTube video campaigns in Google Analytics? This can provide important insights into the impact of these campaigns, especially if they are focused on building awareness. The impression data becomes available within the Multi-Channel Funnels report once enabled.

Display Impressions in Google Analytics

If you have already linked your AdWords account, then you can see if you have enabled impression data by clicking on ‘Admin’, then ‘AdWords Linking’ and then clicking the name of your AdWords account group. From here click on ‘Link Configuration’ to check the configuration.

Enable Impression Data in Google Analytics