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Link Your Google Ads and Google Analytics Accounts

If you are running campaigns using Google Ads, you’ll want to link your Google Ads acccount with your Google Analytics account to get full analytics on the activity of the clicks you pay for coming from your Google Ads campaigns.   

To do this, follow the instructions on this Google Analytics support page.

Or watch this short video:

Important Settings

When you link your Google Ads account to your Google Analytics account, there are a couple of important settings to make sure you get right.

Import Site Metrics

When you link your Google Analytics account, you’ll want to make sure that you have the option to “Import site metrics” turned on. If you’re not sure if this is turned on or not, go to Linked Accounts and find your linked Analytics web property – click on your “view”.

You should now be able to see if “Import site metrics” is turned on.

Enable Auto-Tagging

Auto-Tagging is an essential feature that allows Google Analytics to import important Google Ads data such as conversion, cost, and campaign data into Analytics reports.

Unfortunately, auto-tagging is turned off by default! You’ll need to enable it to turn it on. You can do this in Google Ads left hand navigational menu under Settings/Account Settings

Make sure both accounts share a common Google account. If your Analytics account was created with one Google account and your Ads account was created with a different one, you will not be able to link your accounts.

To fix this, simply add your second Google account as an additional user to your Google Analytics account and try linking accounts again.

Matthew Wilson

Matthew Wilson is an Instructor in Marketing at the University of Northern Iowa. Matthew teaches courses in Digital Advertising, Advertising Campaign Development, and Experiential Marketing. He is passionate about the Interactive Digital Studies program at UNI and is also the faculty advisor for AAF-UNI, the college chapter of the American Advertising Federation. Matthew is a creative director with 18 years of experience working in advertising, interactive design, video production and experience design.

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