Successfully Link Adwords with Analytics

Adwords as a standalone product does certainly provide useful insights and overview data but to get a real understanding of your visitors and to successfully optimise campaigns, you need to view, analyse and react to activity and interaction users undertake when visiting your site. Data can be viewed right down through campaign, ad group and even into keyword, placement and audience level. Bounce rate on landing pages is a great example of a metric unavailable in adwords directly but is critical in gaining an understanding of what is truly performing effectively.
Fortunately, over recent months Google have released some useful improvements making it easier for Google Analytics and AdWords account owners to link their profiles. Specific benefits include:
– More in-depth and numerous site engagement statistics allowing you to better understand and enhance campaigns
– The ability to import Analytics data into Adwords, including Analytics Goals and Transactions data, often without retagging
– Remarketing via Google Analytics – opening options to retarget users based on more activities taken on your website (without the need for additional tags)
– Simplifying the linking process which previously took numerous steps
You can view the some of the Adwords Reports that can now be generated and viewed in Analytics here.
Google have also released a video explaining the benefits of linking the accounts:
Benefits of Linking your Google Analytics and Adwords Accounts

How to link Adwords and Analytics accounts

Most importantly, before you begin, ensure that you are logged in using a Google Account that has access to both your Adwords and Analytics accounts with Administrator access to Adwords and edit capabilities within Analytics. Then visit and login to the adwords account you wish to link.
1. Click the Tools and Analysis tab, then click Google Analytics.
2. Next, click the Admin tab at the top right of the page.
*If you’re already in a profile (e.g. viewing reports), after you click Admin, you have to navigate back to account level: either to the account for the current profile, or further up to ‘Account Home’ in order to select a different account.
3. Select and Click the Analytics account you want to link with the AdWords account from the list below.
4. Click the Data Sources
5. Click the AdWords tab, then select Link Accounts.
6. Tick the Analytics profiles which you wish to link the AdWords data to.
7. Click Save.
Should you wish to link another AdWords account to your Analytics profile, repeat the above process using the other AdWords account.
Your Adwords and Analytics accounts should now be linked. If you opted to keep auto-tagging swithched on, Analytics will begin automatically tagging your AdWords URL links, which enables you to track the behaviour of visitors coming from your AdWords campaigns.
Don’t forget to auto-tag your links in adwords too, giving you access to additional data:
– Match Type (Broad, Phrase, Exact)
– Ad group (The ad group associated with the keyword/creative and click)
– Destination URL (AdWords Destination URL)
– Matched Search Query
– Ad Format (text, display, video)
– Ad Distribution Network (Google Search)
– Content-Targeting Option (Automatic Placements vs. Manual)
– Placement Domain (the domain on the display network where your ads were displayed)
To enable/disable auto-tagging:
1. Click the My account tab, and select Preferences.
2. In the Tracking section, click Edit.
3. Select ‘enable’ or clear ‘disable’ the Destination URL Auto-tagging checkbox.
4. Click Save changes
Now your accounts should be fully linked, giving you access to a wealth of data that was previously unavailable. Have a look at our Pay Per Click Advertising Services to see how we can make your data work harder for you.


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Written by Sam Gadsby


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