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

How to Link Google Ads with Google Analytics 4 | Step-by-Step Guide
24 August 2023
Google Analytics 4 (GA4) introduces new ways for you to track and analyze your data. One of these innovations is the opportunity to integrate GA4 with Google Ads. Why should you find this appealing? Because by linking your Google Ads account to GA property, you gain more insights into how well your ads are performing. It also helps you understand what actions users take on your website. In this article, you'll find out how to link Google Ads to GA4 so you can make your ads and online advertising work better.

Table of content:

What Are the Benefits of Linking Google Ads to GA4?

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…

You don’t want to worry about setting up GA4? Choose our Implementation and Configuration of Google Analytics 4 services and leave it to us!

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How to Link Google Ads to GA4

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.

Find out more about GA4 possibilities from our Google Analytics 4 Practical Guide!

Download now!

GA4 and Google Ads Linking Step-by-Step Instructions

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.

linking google ads with ga4 instruction

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.

linking google ads with ga4 - product links

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.

linking Google Ads and GA4

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.

choosing google ads account to link with GA4

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.

how to link google ads with ga4

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.

linking google ads with ga4 - auto tagging

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.

How to link google ads and ga4-double checking website and data

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.

Google Ads and GA4 Linking Step-by-Step Instructions

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.

Google Ads and GA4 Linking Step-by-Step Instructions

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.

linking google ads to ga4 - finding property

source: Delante’s own screenshot

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

how to link google ads to ga4 - giving consent

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…

How Do I Access the Reports after Linking Google Ads with GA4?

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!

How to View Google Ads Data in Google Analytics 4

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.

linking google ads to ga4 - acquisition overview

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
how to link google ads to ga4 - report interface

source: Delante’s own screenshot

How to Compare the Analytical Data after Linking

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.

comparing analytical data after linking google ads with ga4

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…

Are There Any Restrictions or Limitations when Linking Google Ads with GA4?

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.

Summary: How to link Google Ads with Google Analytics 4

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.

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Delante

Delante is an online marketing agency specialized in generating website traffic from search engines and paid ads (SEO / SEM). Over 80% of our clients are from rapidly growing e-commerce industry.

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FAQ

How can I link Google Ads with Google Analytics 4?

To link GA4 with Google Ads, follow the steps below:

  1. Log in to your GA4 account.
  2. Click the settings icon that you can find in the bottom left corner.
  3. Scroll down to the Property section and find Product Links.
  4. Select Google Ads Links.
  5. If no Google Ads accounts are linked, click the Link option that you can find in the top right corner.
  6. Choose the Google Ads account(s) you wish to link by clicking Choose Google Ads Accounts.
  7. After selecting the account(s), confirm your choice by clicking Confirm.
  8. Configure data collection settings, such as activating Personalized Advertising and Auto-Tagging. It’s advisable to keep these options enabled.
  9. Click Next and review the summary.
  10. If everything is correctly set up, click Apply to see the Link Created message.
  11. Verify the connection in the Google Ads Links section within GA4.

To link Google Ads with GA4, follow these steps:

  1. Log in to your Google Ads account.
  2. Go to the Admin section.
  3. From the dropdown menu, select Linked Accounts.
  4. Pick Google Analytics 4 from the list and click Details.
  5. Choose the appropriate property and click Link.
  6. Confirm the Import website data option and click Link.

The link between Google Ads and GA4 is established, congrats! Now you can proceed to analyze data in GA4 using various reports and tools, such as Reports → Lifecycle → Acquisition → Acquisition Overview to look into Google Ads data. You can also compare data using the Model Comparison feature in the Advertising → Model Comparison section.

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