Linking Google Adwords with Google Analytics

Have you linked your Adwords account to your Google Analytics account? No? Then this is for you. Have you already imported your Adwords data into Analytics? Good. Did you know you can also import Analytics data into Adwords? No? Keep reading.

First let’s get your Adwords data into Google Analytics

Open your Adwords account and your Analytics account. Make sure you are an admin in both accounts with the e-mail address you are logged in with.

In Adwords you check this by clicking the gear button and going to account settings and then account access.

In Analytics go to Admin, User management under your property and then property permissions.

If you’re not an admin in both accounts, contact an admin to grant you rights.

To link your Adwords account to Analytics, follow these steps:

  • Go to Analytics
  • Click Admin
  • On the left select the account you want to link
  • In the center, under Property, click Adwords linking

That would be this screen:


(Before you start Googling, is the soapstore of my SO… Which makes me feel like Tyler Durden.)

Now follow the steps presented to you. That would be selecting your Adwords account. And after that selecting your Analytics views you’d like to link.

You’ll see this screen:


Don’t be alarmed by the auto-tagging message. Auto-tagging merely means the clicks from Adwords are being tagged so the information can be passed along to Analytics.

Now let’s see what we can do now.

Adwords reports in Analytics

After linking the accounts, you’ll see Adwords data under Acquisition -> Adwords. If you have looked here before linking the accounts, you’d see (not set) in the campaign name.


This is what you need, right? All the important data from Adwords in your Analytics account. There’s a lot of data now you can use to optimize your campaigns.

Subscribe to my newsletter and we’ll talk about that later.

Create remarketing lists in Analytics for Adwords

There are two ways to set-up remarketing lists for Adwords. You can use the Adwords remarketing tag and you can use Analytics to create a remarketing list.

I suggest you use both methods. At the moment the Analytics remarketing tag only supports display remarketing lists. With the Adwords remarketing tag you can build a RLSA list. I’ll write more on this in one of the following articles.

Anyway, let’s look at what Analytics has to offer. First go to Admin, then select Remarketing and then Lists under the ‘Property’ column.


Now you’ll find a ton of options. You can create a remarketing list based on almost all user data in Google Analytics. For example you can create a remarketing list for all visitors that did visit your conversion page, but not the thank-you page.

The lists you create you can find in Adwords under Shared library and then Audience.

You will need to update your Analytics code to use this remarketing option.

Import goals to Adwords

Importing goals from Analytics to Adwords will allow you to track conversions in Adwords directly. You can enable conversions in the columns for every keyword, ad group and ad.

This will make managing your campaigns more effective.

To import goals you need to make sure you have ‘data sharing’ enabled in Analytics. You can find this setting under AdminAccount settings.

When you have set-up your Analytics goals, Adwords will import your goals automatically. Be patient though, this won’t be instantly. When they’re imported, you’ll see this message under Tools - Conversions in Adwords.


So now you have your Analytics goals imported to Adwords. You’re free to enable and disable your conversions.

Second, let’s even more Analytics data into Adwords

So, you thought we were done, right? Well, not quite. There’s a few extra tricks we can pull.

Although we’ve linked Adwords to Analytics now, there is and extra option to link both accounts.

In Adwords click the gear buttons and go to Linked accounts - Google Analytics and add your Analytics view in this screen.


Now click save. You’ll get message saying you need to enable the columns in Adwords to view your Analytics data.

To do this do to your campaigns. Open a keyword report in a campaign. Now click the dropdown Columns and Customize columns.

Here you’ll find your Analytics metrics.


So now you can add Analytics data into Adwords. In my opinion Bounce rate is a good metric to use for all keyword- and ad reports. Depending on your goals, add the stats you feel you need.

On the image below I’ve added Bounce rate, Pages / visit and average visit duration.


Now this is an overview for broad match keywords. So now I know the third keyword is returning quite a high bounce rate. My next move would be to have a look at the keyword details report to identify the source keyword for this bounce rate.

I also see that the fourth keyword is returning visitors with a low bounce rate and they spend the most time on the site. I now know this is a keyword that I should build on by finding similar keyword and maybe raise the max CPC bid to get a higher average position.

Right, what now?

So you’ve linked your Adwords and Analytics account. Now it’s your turn. Here’s five tips to-go.

  1. Start by adding statistics from Analytics into your Adwords reports. Make sure you add conversions and bounce rate.
  2. In Analytics I like to make custom reports using Adwords data. I suggest you do too.
  3. Create remarketing lists in Analytics focussed on visitor groups that are most likely to convert. Set-up a remarketing campaign in Adwords.
  4. Get the metrics you have into your Adwords routine. Test new keywords and ads, make sure you mind your new statistics.
  5. Let’s get actionable. Make a list of high-bouncing keywords and ads. Try to identify the source of the high-bounce rate and take action.

Your turn. Did you run into problems linking Adwords with Analytics? Do you have insight to share? Let’s hear it in the comments!