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How Do I Connect Google Ads And GA4?

How Do I Connect Google Ads and GA4

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When working to track all of your analytics, one of the crucial tasks you’ll undertake is setting up a seamless integration between Google Ads and Google Analytics 4 (GA4) since it’s essential for tracking and analyzing the performance of paid advertising campaigns. In this guide, we’ll walk you through the step-by-step process of connecting Google Ads and GA4. This integration provides valuable insights into user behavior, conversion tracking, and campaign optimization.

Introduction to Google Ads and GA4 Integration

Google Ads is a powerful advertising platform that allows businesses to create and manage ads displayed on Google’s search engine and advertising network. On the other hand, Google Analytics 4 (GA4) is the latest version of Google Analytics, offering more advanced tracking, analysis capabilities, and customization compared to Universal Analytics.

Integrating Google Ads with GA4 provides a unified view of both platforms’ data, enabling you to gain insights into user behavior across the entire customer journey.

Prerequisites for Integration

Before you start the integration process, ensure you have the following:

  • Google Ads Account: You should have an active Google Ads account with administrative access.
  • GA4 Property: You should have an active GA4 property you have editor permission to.
  • Same Google Account: You’ll need to have permission to edit settings in both Google Ads and GA4 with the same Google account.

Steps to Connect Google Ads and GA4

Step 1: Navigate to your GA4 Property

Sign in to your GA4 account and navigate to the GA4 property you wish to link to your Google Ads account.

Step 2: Click “Admin”

On the menu on the left side of your screen, click the “Admin” setting on the bottom left.

Step 3: Click on “Google Ads links”

Click the dropdown for “Product links”. You’ll then be able to see and click on “Google Ads links”.

Step 4: Click the blue “Link” button

You will then see a screen that has any Google Ads accounts that are currently linked to this GA4 property. To link a Google Ads account, click the blue “Link” button.

Step 5: Click on the blue link “Choose Google Ads accounts”

You’ll then be brought to a pop-up that says, “Create a link with Google Ads”. You will start with step 1 of this 3-step process, and click the blue link “Choose Google Ads accounts”

Step 6: Select Google Ads Account

You’ll then be shown all Google Ads accounts for which you have admin access. Select the correct Google Ads account you want to link to your GA4 property and click the blue “Confirm” button.

Step 7: Click the blue “Next” button

The Google Ads account you wish to link should now be shown and you are able to proceed by clicking the blue “Next” button.

Step 8: Configure settings

You should now be on step 2 of the link setup, Configure Settings. By clicking through the Personalized Advertising, Auto-Tagging and allowing access to Analytics featured from within Google Ads settings, you can learn more about what these mean.

We typically like to keep all three of these settings enabled. You can click the blue “Next” button when you’re comfortable with your settings.

Step 9: Review and Submit

You’ll be able to review everything before proceeding to link your Google Ads account to your GA4 property. Review this information and if it is accurate, click the blue “Submit” button.

Step 10: Confirm Google Ads link

You should now see your Google Ads account link in the Product links, “Google Ads links” area similar to the screenshot below.

You can also confirm this in your Google Ads account. To do this, in your Google Ads account, navigate to “Tools & Settings” > “Linked accounts” > “Google Analytics (GA4)”. Check if your GA4 property is listed as linked.

Note: If you encounter issues during this process, refer to the respective help documentation for Google Ads and GA4. Common issues might include incorrect property selection, permissions, or tracking code implementation.

Benefits of Google Ads and GA4 Integration

Integrating Google Ads and GA4 offers several benefits:

  • Enhanced Insights: Gain a deeper understanding of user behavior and how your Google Ads campaigns contribute to the customer journey.
  • Unified Reporting: View both Google Ads and GA4 data in one place, simplifying the analysis process.
  • Advanced Analytics: Utilize GA4’s advanced tracking capabilities, such as event-based tracking, to monitor user interactions more accurately.
  • Effective Optimization: Make informed decisions about campaign optimization based on comprehensive data.


Connecting Google Ads and GA4 is a pivotal step for any company aiming to provide comprehensive tracking and analysis for advertising efforts. By following the steps outlined in this guide, you can ensure a seamless integration that empowers you with valuable insights into campaign performance and user behavior. Remember to regularly monitor the integration’s status and troubleshoot any issues that may arise to maintain accurate data tracking.

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