How To Link Google Ads to Google Analytics and Search Console
Trillions of searches are made on the internet every year and yet, 15% of queries made every day are new.
Common questions that I come across working on projects are “Why can’t I see my Google Ads data in my Google Analytics? How do I see my Google Analytics data in Google Ads?”. Getting that data across into Google Analytics is easy and I'm going to show you how!
Linking your Google products together helps to provide context to your data, allowing you to draw deeper insights and hopefully, make more accurate conclusions.
This post offers a step-by-step guide, complete with how-tos and screenshots.
Verify Your Access Levels
Before you get started, make sure you verify the right email addresses have the correct access levels.
Use the following screenshots to ensure that you hold the right permissions.
Verifying Google Ads Access
You will require administrative access at the account level in Google Ads.
To find out if you have the appropriate permissions to link your accounts:
Step 1: In Google Ads, click on the wrench icon in the top right corner menu.
Step 2: Verify that your email is listed with Admin level access. If you don’t have the right access, get in touch with someone from your team who has access to change it. (The list will show who the admins are)
Verifying Google Analytics Access
You will need 'Edit' access at the Property level in your Analytics account you are linking.
Step 1: In Google Analytics, select the Property and View you want to verify your access.
Step 2: Click on the gear icon at the bottom of the left sidebar to open the admin panel.
Step 3: Under the Property column, click User Management. If you don’t see it, you don’t have the right permissions.
Step 4: In the Permissions column, look for 'Edit permission' for the email address associated with your Google Ads account. You will need 'Edit' access to link your Google Ads account.
Show Google Ads Data in Google Analytics
Here we cover how to set up sharing of information between the accounts so (1) Google Ads data can be used in Analytics and (2) Analytics data can be used in Google Ads.
Step 1: Go to Google Analytics and choose your Account and Property.
Step 2: Select the Admin gear icon located on the bottom left of the sidebar.
Step 3: Under the Property column, click Google Ads Linking.
Step 4: Choose the Google Ads Account that you want to link and click 'Link Configuration' to name your link group and choose the Analytics 'views' you want to see the Ads data in.
Show Google Analytics Data in Google Ads
Step 1: Go to Google Ads and click on the wrench icon in the top right corner navigation. Then, under Setup, click Linked Accounts.
Step 2: Search for the Google Analytics option and click Details.
Step 3: Find your Google Analytics property and click the 'Link' button under the Actions Column.
Step 4: To see your Google Analytics data in Google Ads, go to the Campaign, Ad Group or Keyword section and click on the Columns dropdown (three vertical bars), then choose Modify Columns.
Select Google Analytics from the options and select the metrics you want to add. Don’t forget to hit save when you're done!
Once it's all set up, you should have an email in your inbox confirming that the accounts have been linked.
Linking Google Ads to Google Search Console
Linking your Google Ads accounts to Google Search Console provides broader search data, allowing you to compare organic and paid search efforts.
Step 1: Go to Google Ads and click the wrench icon in the top right navigation. Then choose 'Linked Accounts'.
Step 2: Look for 'Search Console' and click Details.
Step 3: Click Link.
Step 4: Enter your site in the URL field and click continue.
After clicking 'continue', your webmaster will be notified to approve the linking of the accounts. For more on Paid & Organic Reports, check out Google’s guide.