Google Ads and Google Analytics might be the most powerful tools in digital marketing, but if you’re not connecting the two, you are probably missing out on meaningful data and insights.

Not all clicks are created equal 

Imagine this scenario: you have two ads for a coveted and valuable keyword. One seems to be performing well, with a high CTR (click-through rate, i.e. the ratio between people who saw the ad and the people who actually ended up clicking on it), while the second ad only generated a handful of clicks.

Instinctively, most marketers would reallocate their budget to the first one ad, and may even delete the second. But what if the majority of people clicking on the first ad left your site after browsing for 10 seconds, while people clicking on the second ad browsed your website for half an hour, and ended up converting on one of your forms? Surely, in this scenario, you’d rather set aside a larger budget for the second ad, as it generates quality leads.

While Google Ads mostly measure CTR, Google Analytics can track and measure a variety of activities on your website, and provide valuable insights to your visitors’ behavior. Once Google Ads and analytics are connected, you can track conversion rates on all your ads, as well as visit duration, pages per visit, the percentage of new visits, and bounce rates, These are useful indicators that can help you decide how to distribute your advertising budget according to your goals.

How to connect Google Ads to Google Analytics

Linking Google Ads to Google Analytics is pretty straightforward. See below Google’sstep by step instructions:

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the upper right corner of your account. Under “Setup,” click Linked accounts.
  3. Under “Google Analytics,” click Details. 
  4. You’ll see a list of Google Analytics properties (i.e. websites) to which you have access. The “Status” column shows whether a property is linked to Google Ads. (If you don’t see an Analytics property here, make sure you have “Edit” permission to that property.)
  5. In the “Actions” column, click “Link” next to the properties you want to link to Google Ads. You can link as many properties as you’d like.
  6. Now you’ll see one of the two screens described below:
    • If the property you chose only has one view, you’ll see the name of just that view. Select Import site metrics to be able to see Google Analytics data in Google Ads reports.
    • If the property has multiple views, you’ll see a list of the views that you can link. For each view, you can do the following:
      • Link: This will make Google Ads click and cost data available in Analytics, and Analytics goals and transactions available for import into Google Ads. Link as many views as you’d like. 
      • Import site metrics: (Recommended) Choose one view that you want to import site engagement metrics from. This view will be used to show site engagement metrics in the Google Analytics reporting columns of your account. Note that you’ll need to add Google Analytics columns to your Google Ads reports.
  7. Click Save.

Setting up goals and events

Google Analytics typically measures activities related to a websites’ page as a whole – the amount of traffic on a certain page, the average time per visit, etc. In order to track more specific user interaction such as form submissions, link clicks, video plays and downloads, Google Analytics gives you the option to create “events” that are important to user behavior.

Once you create the event, you can now track very specific actions on the site– where the visitor came from, what was their digital footprint before the “event”, etc. Once you have these set up, you can transfer the events to goals and get even more granular on your Google Ads performance. 

You can check out this tutorial by Google on how to set up events and goals.


You’re all set up! Don’t forget to check in every few days to make sure your ads are meeting your goals, and optimize them accordingly. Have any questions? Don’t hesitate to hit us up at or visit our website at