Linking 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).