Integrating your Google Ads account with Google Analytics 4 (GA4) is essential for getting a complete view of your ad performance, website engagement, and user behavior. This connection allows you to analyze how effectively your paid campaigns are driving conversions and gives you deeper insights to optimize your ad spend.
Step-by-Step Guide to Link Google Ads to GA4
1. Access the Admin Panel in GA4
- Log in to your GA4 property.
- Click on the Admin gear icon in the lower-left corner of the interface.
2. Navigate to Google Ads Links
- In the “Product Links” section (under the Property column), select Google Ads Links.
- Click the “Link” button to begin the setup process.
3. Select Your Google Ads Account
- Choose the Google Ads account you wish to link.
- Make sure you have admin access to both Google Analytics and Google Ads accounts.
4. Configure Link Settings
- Enable Personalized Advertising if you want to create remarketing audiences.
- Enable Auto-Tagging, which automatically tracks ad performance across campaigns (recommended).
5. Review and Submit
- Review your settings, then click “Next” and “Submit” to complete the link.
Post-Linking Benefits
Once linked:
- In Google Ads: You can import GA4 conversions and build audiences based on website behavior.
- In GA4: You’ll be able to view Google Ads campaign performance, user engagement, and return on ad spend in your reports.
Import GA4 Conversions into Google Ads (Optional)
To track conversions from GA4 directly in Google Ads:
- Open your Google Ads account.
- Go to Tools & Settings > Conversions.
- Click “+ New Conversion Action”, then choose Import > Google Analytics 4 properties.
- Follow the prompts to import desired conversions.
Final Thoughts
Linking Google Ads and GA4 is a straightforward process that unlocks valuable insights across both platforms. It empowers marketers to track the full customer journey—from ad click to site interaction and conversion—making campaign optimization more data-driven and effective.