“Do you have an import of expenses from Google Ads into Analytics?” – this question we are asked quite often. Therefore, we decided to remind you that there is a native integration between these Google products. In this article, you will learn how to:
- In Analytics, add Google Ads reports for campaigns, keywords, time of day, and target URL.
- Send information from GA to Google Ads about how users behave after clicking on an ad.
- Import goals and ecommerce transactions from GA into Google Ads.
- It is easy and quick to set up remarketing lists in Google Ads (more on this in one of the following articles).
- Add campaigns from Google Ads to your Multi-Channel Funnels reports.
Before linking your account, it’s worth making sure that we have all the necessary rights and access levels. More specifically, we need an Analytics account with edit rights and a Google Ads account with admin rights.
1. In your Analytics account, go to the “Administrator” item (in the English version of the interface, this is the Admin item).
2. In “Account settings” you need to make sure that there is a check mark next to the item “Google products & services”.
3. Next, click on the item “User management”.
4. Add the address to which we want to link Google Ads. After that, select the “Edit” access level.
5. In our Ads account, enable automatic tagging to transfer to GA more complete data on impressions, clicks and their cost, placements, ad positions:
- Log in to your Ads account and on the left, in the “All campaigns” section, find “Settings”. Then we click on the item “Account settings”, where we select automatic tagging (Auto-tagging).
- Check the box next to Tag the URL that people click through from my ad and save the changes.
Now let’s move on to linking accounts. We will show you two options – using the Google Ads interface and the Analytics interface, and you choose the way that suits you best.
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We connect via Google Ads
Google has been testing a new version of the interface for a long time and plans to transfer all users to the updated interface soon. Therefore, we will focus on the updated version in our description.
- Log in to Google Ads.
- We select the section “Setup” (Setup), then – “Linked accounts” (Linked accounts).
- At the top left, we will see the Google Analytics block. Click on the inscription “Details” (details).
- A table will appear with a list of GA resources available to us.
- Find the required resource in the table below, then check the “Status” column opposite the resource name. If you can’t find a resource, make sure you have permission to change it (see the item “Checking Access”).If the resource was found, click on the “Link” label opposite the resource in the “Actions” column.
- Then there are two options for the development of events. If our resource has only one view, we will see the name of the view. You need to click on the “Import site metrics” caption, and Analytics data will also appear in Google Ads reports. If the resource has multiple views, you will see a list of those that can be linked in one of the following ways: Link or Import site metrics.By clicking on the link “Link”, Analytics will access information about clicks and costs from Google Ads, which will be displayed in reports after 24 hours. For more information on where to find this data in reports, see the “Linking through the Analytics interface” section.We will also be able to import GA goals and transactions into Google Ads. There is no limit on the number of associated resources. To import metrics, simply click on the desired view and add metrics for user interaction with the site, and then save everything. These metrics will appear in the reports in the Campaigns section.
- To see GA data on how users behave after clicking an ad, we will have to switch to the old version of the interface. This is a temporary measure, as Google will soon be adding the ability to see columns of data from GA in a new interface. In the meantime, go to the settings and select the item “Return to the old version of Google Ads”
- In the old interface, find the item “Columns” and click on the three-column icon “Modify Columns”.
- Next, select the indicators from GA, click on the “Add all columns” label and click on “Apply”:Columns with information from GA will now be added to reports. To see the new columns, go to campaigns and scroll to the right of the report. Don’t forget that Analytics information will be available in reports after 24 hours.
If you need to link many Google Ads accounts with Analytics, then it would be better to create an MCC manager account , and then follow the instructions described above.
Linking through the Analytics interface
- Log in to Analytics.
- Open the “Administrator” menu and find the item “Link to Google Ads”
- If we have a common username in both services, we will immediately see the available accounts. We select the appropriate account from the list and click on the inscription “Next” (Continue).
- Name the group of accounts that we are linking and enable the views in which we want to see information from Google Ads and click on the link “Link accounts”.After that, the information we need will appear in GA reports in the section “Sources of traffic” (Acquisition) – Google Ads. It remains to wait 24 hours for the data to appear in Analytics.
Now your reports in GA and Google Ads will become more detailed. And if you want to know how much you spent on each session, it is worth setting up the upload of unsampled data from Analytics to Google BigQuery.
We hope that our article will help you work with Google Ads and GA even more effectively. If you have any questions, we will be happy to answer them in the comments;)