Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting on July 1, 2024, you will lose access to Universal Analytics data in your account, the API, and in Google Ads. If you haven't completed the migration, go to the Setup Assistant to get started with Google Analytics 4.
Linking a Google Analytics property to your Google Ads account can help you analyze customer activity on your website or app, which can help you understand how much of your website traffic or business comes from Google Ads, and improve your ads and website.
Linking accounts allows you to perform the following actions:
- Create conversions in Google Ads based on Google Analytics key events
- Add Google Analytics data to Google Ads reports (and Google Ads data in your Analytics reports)
- Create and edit audiences
- Measure web or app key events from Google Analytics 4 properties
- If you have both a website and a mobile app, you can set up app conversion tracking using Web to App Connect. After you’ve used the Web to App Connect interface to set up conversion tracking and deep linking (which allows you to link from your ads directly into your business app), you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.
With Web to App Connect, customers can easily complete their intended action, whether purchasing, signing up, or adding items to their cart. Plus, from within the Web to App Connect interface, you can track these in-app actions and get recommendations on how to improve your campaign. Learn more about converting better with the Web to App Connect interface.
- If you have both a website and a mobile app, you can set up app conversion tracking using Web to App Connect. After you’ve used the Web to App Connect interface to set up conversion tracking and deep linking (which allows you to link from your ads directly into your business app), you can provide a seamless web-to-app experience for your customers and drive on average 2 times higher conversion rates for ad clicks landing in your app compared to your mobile website.
Google Analytics account administrators can also move their Analytics property from one Analytics account to another. Any linked Google Ads accounts will continue to be linked to the property. After the move, users of the new Analytics account will be able to view data from the linked Google Ads accounts.
If you have a Google Ads manager account, learn how to Link Google Analytics to your manager account.
Before you begin
To link a Google Analytics property to your Google Ads account, ensure your Google Account has the following permissions:
- Administrative access to a Google Ads account or a Google Ads manager account. Auto-tagging in the Google Ads account.
- If you’re linking to a Firebase project, the Google Account needs to be an owner of the Firebase project that you want to link.
- If you’re linking to a Google Analytics 4 property, the Google Account needs “Edit” permissions in the corresponding Google Analytics property.
When you upgrade your Firebase project to a Google Analytics 4 property, your Firebase links with Google Ads are migrated to your new Google Analytics 4 property automatically.
Keep in mind
If your Google Ads account is managed by a manager account, any data the manager account imports from Google Analytics or Firebase will be available to you as specified by the manager account. If the manager account unlinks from Google Analytics or Firebase, new data won’t be available, but you'll still find previously shared data.
Instructions
Link a Google Analytics property or a Firebase project to Google Ads
- In your Google Ads account, click the Tools icon
.
- Click Data manager.
- In the “Data manager” page, click + Connect Product.
- Under “Data source”, click Google Analytics (GA4) & Firebase.
- Under “Link Setup”, select a Google Analytics or Firebase property.
- If you have an "Edit" access to the Google Analytics properties or you’re an owner for Firebase projects, the search results will display a list of all available properties and projects.
- Find a Google Analytics property or a Firebase project from the list, then click Next.
- (Recommended) Use the toggle button to import app and web metrics and Google Analytics audiences.
- For app and web metrics import:
- This property is used to show site engagement metrics in the Google Analytics reporting columns of your account. Note that you need to add Google Analytics 4 columns to your Google Ads reports.
- In most cases, it will take less than an hour for Google Analytics data to be imported, but the process may take longer for larger accounts. After the data is imported, you can add Google Analytics columns to your Google Ads reports.
- For app and web metrics import:
- Review your selection and click Link.
If your Google Ads account is managed by one or more manager accounts, the “Accounts” column shows which of your manager accounts are linked to a Google Analytics 4 property or a Firebase project.
- If the Google Ads account is managed by multiple manager accounts (for example, by a sub-manager and a manager account), the main manager account will be displayed in the “Accounts” column.
- If a Google Analytics property or a Firebase project is linked to your Google Ads account and not linked to a manager account, you’ll find a hyphen (“-”) in the “Accounts” column.
Troubleshoot linking issues between your Analytics and Google Ads accounts.
Manage or unlink a Google Analytics property or a Firebase project from Google Ads
- In your Google Ads account, click the Tools icon
- Click Data manager.
- Under “Connected products”, find “Google Analytics (GA4) and Firebase" and click Manage & link.
- Find the Google Analytics property or the Firebase project in the table, then click Manage.
- Import app and web metrics: Turn on the toggle to use Google Analytics app and web metrics to give you a more customer centric measurement of how users interact with your ads.
- Import Google Analytics audiences: Turn on the toggle to use Google Analytics app and web metrics to give you a more customer centric measurement of how users interact with your ads.
- Click Unlink to unlink.
About the "Data manager" page for Google Analytics
After you link your Google Ads account to an Analytics property, you can view the following details in the “Data manager” page for Google Analytics in your Google Ads account.
- Status: This column indicates which data is imported from Google Analytics to Google Ads.
- Accounts: If your account is managed by one or more manager accounts, this column shows which manager accounts are linked to a given property.
- If the property is linked only to your account and not linked to a manager account, a hyphen will be shown in the column.
- If the account is managed by multiple manager accounts (for example, by a sub-manager and a manager account), this column will show which manager account is linked to the property.
- Date linked: This column shows the date when the Google Analytics or Firebase property was linked with your Google Ads account.
- Google Analytics (GA4) & Firebase properties available to link: This section displays all of the Google Analytics and Firebase properties you have access to link to your Google Ads account.
Related links
Google Analytics
- [GA4] Introducing the next generation of Analytics, Google Analytics 4
- Using Firebase and Google Ads together
- [GA4] Measure and optimize your App campaign performance using Google Analytics 4 data
- Measure web key events from Google Analytics 4 properties
- Set up an audience source
- Import Google Analytics conversions into Google Ads
- Add Google Analytics data to Google Ads reports
About Product Linking
- About the "Data manager" page and Product Linking
- Product Linking: Link your Google Products during the Enhanced onboarding experience
Google Products
- Product Linking: Link Ads Creative Studio and Google Ads
- Product linking: Link Google Analytics 4 properties and Google Ads
- Product Linking: Link Ads Data Hub and Google Ads
- Product Linking: Link Hotel Center and Google Ads
- Product Linking: Link a Google Ads account to Merchant Center
- Product Linking: Link Google Marketing Platform and Google Ads
- Product Linking: Link Optimize and Google Ads
- Product Linking: Linking Google Play and Google Ads accounts
- Product Linking: Link Search Console and Google Ads
- Product Linking: Link YouTube channels or videos and Google Ads accounts
Google Partners
- Product Linking: Link Customer Match partners and Google Ads
- Product Linking: Link to Hubspot via Zapier
- Product Linking: Link Salesforce and Google Ads accounts
- Product Linking: Link Shopify to Google Ads
- Product Linking: Link Zapier and Google Ads
- Product Linking: Link Zapier during campaign creation