Linking AdWords And Google Analytics Accounts Finally Gets Easier

Linking AdWords and Google AnalyticsLinking your AdWords and Google Analytics accounts opens up a whole new world of opportunity for campaign execution, management and analysis. Yet, the linking process has been cumbersome and not particularly intuitive. That is finally changing.

In the coming weeks, Google will be rolling out a simpler linking process–down to just three clicks–to all Analytics accounts.

The New Process

From the Admin section of your Analytics account, you’ll click on “AdWords Linking” in the Accounts column and then on “New Link” to follow the linking wizard. You can also access this in AdWords by selecting Google Analytics from the Tools and Analysis menu.

Why Link Your Accounts

Once your accounts are linked, you can import goals and conversions, site engagement metrics like bounce rate, and remarketing lists from Google Analytics into your AdWords account. Likewise, your AdWords data will import into your Analytics account (be sure to either turn on auto-tagging in AdWords from My Account > Preferences or tag your URLs).

Related Topics: Channel: SEM | Google | Google: AdWords | Google: Analytics

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About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter



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  • Sam Mazaheri

    Great news… this was a really tedious process before. There was a very specific order of operations needed to get it to work.

  • Hiren Ponkia

    This is really good improvement done by Google. Earlier it was difficult to link
    Adwords and Google Analytics especially where you have created both account
    using different email accounts.

  • tedives

    Hopefully there will be no waiting for a button to un-grey out (dependent on them happening to run a batch job to pull the initial data…behavior that was totally undocumented except buried away n one Adwords forum answer, once(!)…

    This made it very tricky to deal with previously, looking forward to the new approach.

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