How to Link AdWords and Analytics
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”.
Step 2: Click “Admin” in the upper right-hand corner of the screen.
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:
Step 4: Click “Data Sources”.
Step 5: In the next screen, you’ll see the option to “Link Accounts” – click this button.
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.
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.
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”.
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.
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.
(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.
About Sarah Peduzzi
Sarah Peduzzi is a Paid Search Project Manager. Her background includes SEO, direct response web and landing page design, email marketing and public relations. She graduated with a degree in English Writing from the University of Pittsburgh and has always been interested in publishing, especially genres like science fiction and fantasy. Her creativity, coupled with an affinity for numbers and the psychology behind search, led to a natural fit in Paid Search. She especially enjoys spreading the love for Paid Search at the LunaMetrics AdWords seminars. She'll be inducting her next wave of AdWords nerds at the LunaMetrics AdWords training in Boston.When she’s not obsessively reading industry blogs, she is either reading a new book or trying to write one.