How to Link Google Ads with Google Analytics 4 | Step-by-Step Guide

Why are we even talking about this? What’s the point of linking Google Ads with Google Analytics 4? I mean, couldn’t you just open two tabs in your web browser to compare the analytical data? Well, you could, but why would you do that when there’s a simpler way?

When you link these two services, you get access to detailed info and stats about your website. Simply put, it helps you see the big picture. The data collected by Google Ads and GA4 can be super useful in understanding how your customers go through their journey.

Usually, analysts and online business owners only focus on whether customers make a purchase or not. The thing is that there is more to it.

💡 For example, GA4 can tell you the whole story of how customers navigate your online store and what might be stopping them from buying from you. By identifying the important moments, you can adjust your ads to make things more user-friendly and increase ROI.

💡 Also, once you link Google Ads to GA4, you can easily compare attribution models – this is extra important when you’re dealing with new users.

Truth be told, many users feel overwhelmed by the Google Ads dashboard. There are so many charts and tables. Going through them with your clients or new co-workers in your team can be a bit problematic, indeed. Luckily, with Google Ads and GA4 working together, you only need two clicks to get the info you need, presented neatly in a simple and clear way. So, without further ado, let’s see…

Now you’re familiar with the benefits of linking Google Ads to GA4. Hopefully, you are all in for connecting those two platforms, so let’s get down to business. Below, you’ll find a clear, step-by-step description of how to link Google Ads with Google Analytics 4.

The good news is that it’s not a difficult task! With our instructions, you’ll definitely be able to do everything correctly and quickly. Let’s get started, shall we?

⚠️ To begin, it’s important to note one thing: You can connect Google Ads with GA4 only if you have editor or administrator permissions in a given Google Analytics 4 property. Similar permissions are also necessary for Google Ads. In this particular case, you need to have administrative access either to a Google Ads account or a manager account.

What should you do if you don’t have the required permissions? You can either ask someone else to set the connection for you or simply request editor or administrator permissions.

Let’s start the entire linking process with Google Analytics 4, so…

STEP 1 Open GA4. Look for the ⚙️ settings icon. You can find it in the bottom left corner. Click on it.

source: Delante’s own screenshot

At that point, you’ll see two columns of rows on the screen.

STEP 2 In the Property column, simply scroll down to find the Product Links section. Within one of the rows, you’ll spot the option for Google Ads Links. Click on it.

source: Delante’s own screenshot

💬 Note: If you haven’t linked any Google Ads services to the specific website, the table will appear empty.

STEP 3 Look for the Link button in the upper right corner. Click on it.

source: Delante’s own screenshot

STEP 4 Now you need to pick the account or accounts you want to link with your GA4. Click on Choose Google Ads Accounts.

source: Delante’s own screenshot

STEP 5 If you have access to a Google Ads account manager, locate the account that’s right for your website, then confirm your choice by clicking Confirm.

source: Delante’s own screenshot

💬 Note: GA4 lets you link up to 20 Google Ads accounts.

STEP 6 It’s time to set up your data collection preferences.

Here you need to know that the platform has already turned on the Personalized Advertising option for you. This means that any lists you create in GA4 will automatically show up in Google Ads.

The next setting is Auto-Tagging, which involves the automatic transfer of data from Google Ads to GA4. It’s a good idea to leave this option on as well.

source: Delante’s own screenshot

Once everything is set, click the blue Next button to continue.

STEP 7 Double-check that the connected website and data collection settings are correctly configured.

source: Delante’s own screenshot

STEP 8 If everything seems okay, click on Submit.

Once you do this, you will initiate the connection between the platforms. When it’s done, you will receive a Link Created confirmation.

EXTRA STEP In the Google Ads Links section (find it under Product Links), be sure to verify that the linking has been completed accurately. If the process was successful, you’ll find details about the connected accounts listed there.

Okay, that’s it. 👏 You’ve just linked Google Analytics property to your Google Ads account. 👏

Now let’s do the same but in Google Ads.

Yes, that’s right. You can make the same connection from within Google Ads.

STEP 1 Go to your Google Ads account. Log in.

STEP 2 From the left sidebar, choose Admin → Linked accounts.

source: Delante’s own screenshot

STEP 3 Look at the linked accounts and products. Of course, from the list pick Google Analytics.

STEP 4 Click on Manage & link.

What you see now is the overview of all the Google Analytics properties accessible from your Google account.

STEP 5 Find the property you want to connect to Google Ads and click on Link.

source: Delante’s own screenshot

STEP 6 All that’s left to do is give your consent for Importing Google Analytics audiences after linking.

source: Delante’s own screenshot

STEP 7 To finalize the linking process, simply click on Link.

🙌 All set! You’ve successfully connected Google Ads with GA4.🙌

Not too challenging, was it? Now, you can head over to your Analytics to look into and compare the data.

Now, you may be wondering…

Now that you’ve successfully linked Google Ads with GA4, you can finally proceed to analyze your customer activity on your website, right? Sure, you can! But wait a second… Where exactly can you find the data?

👇 Look below!

STEP 1 Open Google Analytics 4.

STEP 2 From the left sidebar, select the Reports tab (the second icon from the top).

STEP 3 Go to Lifecycle → Acquisition → Acquisition Overview. There, you’ll find the Google Ads Campaign widget.

source: Delante’s own screenshot

STEP 4 At the bottom of the Google Ads Campaign widget, you’ll see a link that says View Google Ads campaigns. Click on it.

Now, the interface presents two types of charts – line and bar – along with a table. This table lets you analyze data through different dimensions, such as

• users
• sessions
• Google Ads clicks
• CPC costs
• conversions

source: Delante’s own screenshot

By linking Google Ads to GA4, you can also start comparing the analytical data. To do this…

STEP 1 Open Google Analytics 4

STEP 2 From the left sidebar, select the Advertising tab (the fourth icon from the top) → Model Comparison.

source: Delante’s own screenshot

On this dashboard, you can compare different attribution models and see how your paid search is performing.

Okay, now you know how to access the reports and all your precious analytical data concerning your users’ behavior.

🤔 Now, it’s time to answer one last question, which is…

Indeed, linking Google Ads with Google Analytics 4 comes with certain limitations that you should be aware of. For a single property, you’re allowed to create up to 400 links. If your current setup exceeds this limit, I advise you to create a Google Ads manager account. Later you’ll be able to connect the manager account with your GA4 property.

Why is that?

A Google Ads manager account encompasses multiple services, and when linked with GA4, it counts as a single link.

Integrating Google Ads with Google Analytics 4 (GA4) brings immense value to marketers and website owners alike. This connection offers

✅ a holistic view of campaign effectiveness

✅ enables tracking of user behavior on your website, and

✅ facilitates data-driven decision-making.

Take advantage of this integration to fine-tune your online advertising strategies and achieve amazing results!

If you’re not completely certain about the accuracy of the Google Ads and GA4 linking, simply get in touch with us. We’re here to help you with GA4 implementation and configuration, ensuring that all your analytical data is collected accurately and reliably.