Many of us are using Google Analytics and Adwords, however not many are linking them up.  There are probably many reasons or excuses why webmasters do not integrate Adwords with Google Analytics, but the more common ones are not recognizing the benefits for doing so, thinks that it’s too complicated and no intention/no marketing budget to spend on PPC/Adwords.

On this article, we share on the benefits when you put Analytics and Adwords together, step-by-step guide on how to do it, and how to add the Google Analytics data onto your Adwords report.

Benefits & advantages when you link Adwords with Google Analytics: 

  • Access Adwords data from in your Analytics reports (vice versa).
  • Make your Adwords campaign stronger and effective by gaining insight on what keywords are sending the most customers.
  • Track and manage better on your ad performance, clicks, budget, visitors and sales when you connect both of them together.
  • Create and manage remarketing audiences.
  • Import your Google Analytics Goals and Transactions into Adwords.

The Prerequisites

What we are going to do is to connect a Google Analytics Property with our Adwords account. Therefore you need to repeat the steps for whatever additional Property that you want connect with Adwords.

Permissions and Access – Google Analytics

First make sure that you have proper permissions for the Property.  Skip this section if you are the administrator, or all permissions are already in place.

  1. Login to Google Analytics
  2. From the top navigation bar, click Admin
  3. Filter to the property you want to connect by choosing from the drop-down at Account, and Property. Click on User Managementanalytics adwords 2
  4. Over at the User Management page, check that your email is included as one of the users, and under the Property Permissions column, you have the Edit permission. If you do not have permission, seek the necessary approvals from your Google Analytics account adwords 1

Permissions and Access – Google Adwords

Next, we need to make sure that we have the proper access in Adwords.

  1. Login to Adwords.
  2. At the top right corner of the dashboard, find and click on the Gear icon.adwords gear settings
  3. Access Account Settings, then on the left navigation bar, Account Access.
  4. If your email address is shown with the Administrative Access, then you are good to go.integrate adwords with google analytics

Step by Step Guide to Connect Adwords with Google Analytics

  1. From your Adwords dashboard, click on the Gear icon, and choose Linked Accounts from the drop-down menu.
  2. From the Linked Accounts page, under the Google Analytics section, click on View Details and you will be able to see the entire list of properties that you can access and connect with. If you cannot find the required property, do check back on your permission settings 4
  3. On the subsequent page,
    • enable Auto-tagging
    • search for the property that you want to connect
    • click on button Set Up Link to connect your selected Analytics property with Adwordsanalytics and google adwords 5
  4. Next, choose the views that you want to link. For Import Site Metrics, it only supports one View per property, so choose the one that is relevant to you.
  5. Click Save, and you are done. Wooooooo!google analytics 6

Typically for all my websites, I create and use at least 2 views. One of them is the master view that contain all the information since day 1, and the other view has filters applied on. In order to obtain higher accuracy of my blogs’ metrics, I have filters to remove counts coming from spam bots, own visits, and previews. If you are keen to do that as well, you can check out my previous posts on removing visits from spam bots, how to exclude own visits, and filter away the previews during the content creation process.

Ok just one more final and short process before we finish the tutorial.

Adding Google Analytics Columns onto your Adwords Report

  1. Sign-in to your Adwords account, then click on Campaigns located at the top of the pageadwords campaigns
  2. Within the Campaign dashboard, choose the types of Analytics data that you want to display in Adwords report. For illustration, I will be showing you Keywords
  3. Click on the Keywords tab, follow by Columns, and from the drop-down menu, choose Modify Columns.adwords campaigns columns
  4. On the Modify Columns page, click on Google Analytics, and choose the columns that you want to be shown on the Adword report. In this case, I am selecting all 4 items to be shown.
    adding analytics column to adwords reports
  5. The picture is wide, so you may need to click on it to enlarge. As you can see the 4 sets of Google Analytics data that we have chosen on the previous step is now shown on the last 4 columns of the Adwords report.
    adding analytics columns into google adwords reports

Final Thoughts

After linking Adwords and Google Analytics, it may take up to 24 hours before data is being displayed in your Adwords reports. It is useful to note that Adwords data only begin to appear in your Analytics report from the day you do the integration. Therefore it’s good idea to start integrating Adwords and Google Analytics as soon as possible.



Lincoln is a fan of Apple products, loves red wine and traveling. He blogs on internet marketing, social media, wordpress tips & guides, and using technology to maximize efficiency. Follow him on Twitter or Facebook for regular updates.

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