Benefits from linking Ads and Google Analytics

Linking Google Ads and Google Analytics together brings a lot of benefits for advertisers and also analysts.

Besides sharing metrics from one tool to another, it also offers importing: goals, transactions (including the actual revenue) and  audiences from Google Analytics to Ads.

After linking and importing, you will have a lot of useful data to optimise your campaigns and therefore, an advantage over your competitors.

In this article we will look at how to setup these links and also see some examples of audiences.

Linking Google Analytics and Google Ads

This link needs to be done both ways. It means that you need to connect Google Analytics to Ads in its interface and vice versa, Ads to Google Analytics. One important thing you need to keep in mind to be able to connect these tools: you need to have edit access to both of them on the same Google account.

Connecting Google Analytics to Ads: simply go to the admin section of the desired Google Analytics Property and under Product Linking select Ads linking. Then click on +New Link Group, select the corresponding Ads account, set up your link name and then you can choose to which from your views in the Google Analytics account you would like to import the Ads metrics. The first part is done.

Connecting Ads to Google Analytics: go to the Ads account settings > Linked accounts > Google Analytics. Here you need to find the Google Analytics account you would like to connect (it can be a bit challenging, if you have lots of accounts on one login). Then you hit Set up link > Import site metrics and Save.

Now, you have a working link between these two tools and your clicks from Ads will be tagged with gclid. What is gclid? It is a parameter that is automatically added to the url after someone clicks on your ad, so the Google Analytics will know everything about that click. It is similar to utm tagging, but better and most important – it is done automatically.

Importing goals and transactions

If you are using goals or transactions in Google Analytics, then you can easily import them to Ads and you can optimize your campaigns based on them.

To do so, in Google Ads, you need to go to Tools > Conversions > Google Analytics. Here you can see all your goals and if you are using GA Ecommerce, also transaction, you can import that to Ads. You just need to check which one you would like to import and click Import. Then you can categorize them, add value to each of them (in case of Transaction, you need to select The value of this conversion action is managed in Analytics) or change the default attribution model. After that you just need to add a Conversions or Conversions value column to your Ads reports and start optimizing.


Google Analytics gives you way more possibilities when creating audiences for remarketing than Ads. You can also create audiences from your segments in Google Analytics!

Let’s see how. In the setting section, go to the Audiences > +New Audience. Here, you can simply import your already created segments, use recommended audiences or create a new one. The real fun starts, of course, when you choose the last option: create a new one. Here you can add multiple conditions for your audience including demographic, technology, behavior and many more. We can mention a few useful segments to create and how to re-market users based on them:

1.Big Fish – users who buy more than your average order value or are buying regularly. You can support this group and show them a different ad creative.

2. Additional goods – for example, if someone bought a printer, you can start remarketing him after 3-6 months with cartridges.

3. Hesitant visitors – users who spent lot of time on your site, have more than 2 sessions and did not buy anything.

In your reports you can find the best performing segment of users across your whole audience. Using this information, you can create an audience with similar conditions!

And there are many more possibilities. Of course, you can break them down even further..

Then, all you need to do is to create an Ads campaign and choose one of your audiences. When you want to check if they are imported correctly, just go to Google Ads > Shared library > Audiences and they should automatically appear there.

Hope you’ve learned about the benefits from Linking Ads and Google Analytics and you’ll put that in practice successfully.