Using GA with AdWords

How to Link Google Analytics with Google Ads (Step by Step Guide)

Want to learn how to use Google Analytics with your Google Ads account?

Linking the two accounts allows you to share information between the two for better tracking of your ad campaigns.

In this article, we’ll show you how to use Google Analytics with Google Ads step by step.

Let’s start…

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Why Link Google Ads with Google Analytics?

Google Ads, formerly known as Google AdWords, is an advertising platform by Google that allows you to show paid ads on the search engine.

But using Google Ads is only half the equation.

If you really want to grow your business and make the most of your ads, you need to track your campaigns in terms of cost and conversions. You also need to know what happens on your website when someone clicks on your ad.

Only then will you know whether your Google Ads campaigns are working.

That’s why linking your Google Analytics account to your Google Ads account can help you see how effective your advertising efforts are. You get to see the full customer journey from how people interact with your ads to how they complete the goal of your campaign.

Now, are you ready to learn how to connect Google Ads with Analytics?

How to Link Google Ads with Google Analytics

Just follow these steps and you’ll be able to link both the services in no time.

Step 1 – Install MonsterInsights WordPress Plugin

The first thing you’ll need is to install and activate MonsterInsights on your website. It’s the best Google Analytics plugin for WordPress.

Using the plugin, you can add Google Analytics and Google Ads to your website without editing code. Plus, it helps to set up advanced tracking features like eCommerce tracking, affiliate link clicks, outbound clicks, form conversions, and more.

monsterinsights best analytics plugin for wordpress

After the plugin is active, you’ll have to add Google Analytics to your site. Using its step-by-step wizard, there’s no need to hire a developer or touch a single line of code to add the Analytics tracking code.

You can follow our guide on how to set up Google Analytics on your WordPress site.

Step 2 – Install Ads Addon and Connect Google Ads

The next step is to install the MonsterInsights Ads addon. You’ll need to have a MonsterInsights Plus or higher plan to use the addon.

To install the addon, go to Insights » Addons » Ads and click Install.

monsterinsights ads addon

Once the plugin is active, you can now enter the Google Ads Conversion ID and MonsterInsights will add Google Ads to your WordPress website. No need to insert any code on your website manually.

You can find your Google Ads Conversion ID by going to your Google Ads account. And at the top right corner, you can see a 10 digit code.

Next, navigate to Insights » Settings » Publishers and go to Ads Tracking. Now enter your Google Ads ID under the Conversion ID field.

For more on Google Ads conversion tracking, read How to Use Google Analytics for Google Ads Conversion Tracking.

Google Ads Tracking in WordPress

Step 3 – Link Google Analytics with Google Ads

To link your Google Analytics account to Ads, make sure that both accounts use the same email address so they can link right. Also, make sure you’re an admin on both accounts so you can make changes.

Next, log into your Google Analytics account and click on the Admin tab in the lower left-hand panel.


Next, click on Google Ads Linking under the Property column.

ads linking

Here you’ll see all of the Googe Ads accounts you have set up. Choose the one you want to link to your Google Analytics account and click Continue.

link group

Give your link group a title and toggle On the view section. After that, click Link accounts and you’re all set. Your Google Analytics account is now linked to Google Ads.

link configuration

It is worth noting that when you click on Link accounts, auto-tagging is automatically enabled. But, for those that don’t know what auto-tagging is, keep reading.

How to Set Up Campaign Tracking

In order to see your Google Ads campaign data in Google Analytics, you have to set up campaign tracking. In other words, you need to tell your Google Ads to send data to your Google Analytics account so you can see it.

To do this, you must add special tags to your ad URLs.

Now, you can manually add campaign tracking tags to your Google Ads URLs, but there is an easier way.

First, log into your Google Ads account. Click on the Settings tab in the left-hand panel.

Using GA with AdWords - AdWords Settings

Under the Account Settings tab, select the Auto-tagging option and click the checkbox to enable automatic tracking of all Google Ads URLs.

auto tagging

Save your changes.

This is helpful to know just in case you need to re-enable auto-tagging in your Google Ads account.

Luckily for us though, when we linked our Google Analytics account, it enabled auto-tagging for us.

Using Google Analytics with Google Ads

Now that your two accounts are linked and sending information back and forth, it’s time to learn how to use Google Analytics to evaluate your campaign performance.

In your Google Analytics account, you’ll see multiple reports. The one to focus on is the Acquisition Report.

Navigate to Acquisition » Google Ads » Campaigns to see how your ad campaigns are performing.

ads campaigns

Each keyword you assigned your Google Ads will appear in the left-hand column. Moving to the right, you will see the following data:

The Acquisition section gives you data related to your Google Ads account. Check out how many clicks each ad campaign has, the total cost of each ad, and the cost per click for each assigned keyword.

Using GA with AdWords - Campaigns, Acquisition

You can also view how many users have initiated a session for each ad, as well as the number of sessions your website saw after someone clicked on your ad.

The Behavior section shows you the bounce rate for each ad campaign and the number of pages/session that users viewed before leaving your website.

Using GA with AdWords - Campaigns, Behavior

This data gives you an idea of how well your keywords and overall campaigns are working.

For example, a high bounce rate may indicate your keywords do not relate to the search terms people are entering in Google. So, when they click your ad and enter your site, they realize that you do not have what they are looking for and leave.

In addition, the number of pages your site visitors view while on your site will tell you if visitors are engaged with your content or not. The more pages viewed, the more engaged your visitors are.

Take this information and make changes to your Google Ads campaigns to reduce your bounce rate and boost user engagement.

The Conversions section shows you how your ad campaigns are converting once someone clicks on an ad and enters your site.

Using GA with AdWords - Campaigns, Conversions

Here you’ll see how many eCommerce transactions resulted from someone who clicked on your ads, the number of transactions that were finalized on your site, and the revenue generated by site visitors who got to your website by clicking on one of your ads.

You’ll notice there is a dropdown menu in the Conversions section that lets you refine your results based on the goals you have set up.

Using GA with AdWords - Campaigns, Conversions, Goals

Check out our helpful tutorial on creating goals in Google Analytics so you can track specific interactions on your website once someone clicks on your ad.

In this report, you can also see where your ad appears in search results. To see where your ad appears in Google, click on the dropdown menu labeled Secondary Dimension and search for the term Ad Slot.

ad slots

Now you can see the position your ads were in when they appeared in search results.

You can also find out which type of device your visitor was using when they clicked on your ad. Just set the Secondary Dimension to Device Category and see if they were on a desktop, mobile device, or tablet.

Use MonsterInsights to Help

We have only scratched the surface when it comes to using Google Analytics with Google Ads. There are endless amounts of data you can view to help optimize your ad campaigns. But the sheer volume can be overwhelming.

That’s why we created MonsterInsights. Not only is it a powerful analytics tool that helps collect important data from Google Analytics and present it to you in your WordPress dashboard, but it is also simple to use as well.

To make the most of your campaigns, and the data being passed to Google Analytics, we recommend using MonsterInsights to help:

And that’s it!

You now know how to use Google Analytics with Google Ads, so you can maximize your advertisement efforts and convert more site visitors into customers.

We hope you liked our article on how to use Google Analytics with Google Ads. You can also check out our post on why your business needs Google Analytics starting today.

And don’t forget to follow us on Twitter and Facebook for more helpful Google Analytics tips.

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