How to Link AdWords and Analytics | LunaMetrics

How to Link AdWords and Analytics

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June 6, 2013

I recently completed an AdWords Training in NYC and one topic that required some extra explanation and walk-through was actually linking AdWords and Analytics accounts. When first starting an AdWords account, this is a step that I highly encourage from the start. It only takes 5 minutes and is super easy. If you have an account already (maybe it’s been running for a while and you’ve just been given management), then checking to see that everything is linked correctly is an important step. I can’t stress enough how important it is to have AdWords and Analytics properly connected and “talking”. Your future optimizations absolutely depend on it!

Before we go any further, though, make sure that you have Administrative access to BOTH the AdWords account and the Google Analytics account with the same email log in. This is important since you can’t do squat with Admin access to only one or the other.

Step 1: Log in to your AdWords account. Go to Tools & Analysis and click “Google Analytics”.

Access Google Analytics in AdWords


Step 2: Click “Admin” in the upper right-hand corner of the screen.

Access the Admin panel in GA from AdWords

Step 3: Select the account that you want to link your AdWords account with. You should see a screen similar to what is seen below:

Select analytics account to link adwords with.

Step 4: Click “Data Sources”.

Step 5: In the next screen, you’ll see the option to “Link Accounts” – click this button.

Link AdWords and Analytics with data sources

Step 6: You will be presented with a pop-up that asks if you want to manually tag your URL’s or enable auto-tagging. I highly suggest auto-tagging.

Step 7: Choose the profiles where you’d like your AdWords data to “feed” into. You can choose multiple profiles. After making your selections, click Continue.

autotag or manually tag your URLs

That’s it! Your AdWords data is now feeding into your Analytics account, giving you the ability to see Paid Search traffic in your regular reports.

But now that you have AdWords “talking” to Analytics, what about the opposite? You can see certain Google Analytics data points in the AdWords dashboard by following these simple steps.

Step 1: Go to My Account and click “Linked Accounts”.


Step 2: On the left hand side of the screen, select “Google Analytics” under Linked Accounts.

link your analytics with adwords

Step 3: Click “Edit” and select the account, then the profile that you’d prefer to see in AdWords. Simply click “Add” located on the right of the profile name. Make sure you click “Save”.

Select the analytics profile you want to see in Adwords

Step 4: If you want to start seeing data in your AdWords dashboard, simply add them as a Column in “Customize Columns”. Click “Customize” in your Campaign, Ad Group or Keyword tab.

Customize columns to see Analytics data

Step 5: Then select the actual data points you’d like to see in the dashboard by selecting “Google Analytics” and clicking “Add” next to each chosen metric.

Choose analytics data to show in adwords

(Drumroll please) Taa-daa! Your AdWords data is now tracking in AdWords and certain Analytics data points are visible in AdWords. This makes the decision-making process much more streamlined and easier to accomplish. Here is a handy post that we wrote a while back that can help if you need some AdWords and Analytics troubleshooting.

Sarah is a former LunaMetrician and contributor to our blog.

  • Sébastien Brodeur

    Let not forget you can now use Google Analytics Conversions (Goals + Transactions) to optimize your AdWords campaign.

  • Sébastien Brodeur

    You also forget to said Auto-tagging most be turn on in AdWords preferences.

  • Ellie Kesselman

    Proper procedure for one’s website such that
    1. it is claimed via Google Webmaster;
    2. associated with one’s Google Analytics account; and,
    3. linked to Google AdWords

    is complicated! However it isn’t a new requirement. The fact that one may ALSO associate Google Analytics with Google AdWords, in other words, that there is two-way association, never occurred to me! Thank you, Sarah Peduzzi, for mentioning that feature in your post.

    Tagging IS one of the newer features of online display advertising with Google. I recall having seen it for maybe a year, approximately. I was browsing through the Google Webapps Store last night, and noticed a Google-made Chrome browser extension that would facilitate proper link tagging for AdWords. I haven’t tried it, am not certain if it is effective, but just wanted to mention its existence, as thanks for telling me something I didn’t know prior to reading this post.

    P.S. If you need the full URL, feel free to ask, and I’ll post it as a reply, here or via Twitter.

  • Ellie Kesselman

    Sorry, there was an oversight in my comment… okay, let’s be honest, an ERROR :)
    Link tagging has been extant since at least 2008. It isn’t recent at all, which is what I wrote.

    Second, for Sébastien Brodeur, who said:
    “You also forget to said Auto-tagging most be turn on in AdWords preferences.”
    Sarah DOES mention that auto-tagging must be activated in AdWords preferences. The image in this post alludes to such. More relevant, Sarah links to
    which provides further detail about AdWords preferences and auto-tagging.

    After reading THAT, I realized that URL tagging was in use since 2008, or even earlier!

  • sandy

    I have linked the adwords and analytics account but analytics is showing just the visits without any campaign/adgroup/keyword attribution. Do i need to set anything there?

    • Stephen Kapusta

      Hi Sandy, you should go into your Google Analytics view settings and check the “Apply cost data” checkbox. After this, you’ll begin to see campaigns, ad groups, and more.

  • Claire

    Hi Sarah, thanks for sharing this valuable information. I’m looking for authority setting of linking Analytics to Adwords. Is there anyway Adwords users won’t be able to access Analytics ? I only want to see Adwords data in Analytics and use auto-tagging. (One way access)
    Please give me some advices if you know any. Thanks!

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