A Step by Step Guide to Linking Google Analytics 4 and Google Ads Accounts

Data plays a significant role in marketing. It allows businesses to understand their audience better, improve user experience, and effectively allocate resources for streamlined decision-making.

So, if you’re a business owner or a marketer wanting to stay ahead on the market, harnessing the full potential of analytics tools is not just advantageous—it's essential. 

This is where the power Google Analytics 4 (GA4) and Google Ads comes in – two platforms that can revolutionise your digital marketing game when seamlessly integrated.

As a trusted digital marketing agency in Scotland, we understand the importance of integration of these tools in bringing success to your business. we’re here to help you demystify the process of linking these two indispensable tools.

In this step-by-step guide, we’re going to demystify the process of linking Google Analytics 4 and Google Ads. Discover how this integration can supercharge your tracking, reporting, and advertising efficiency, paving the way for informed decisions and unparalleled success in marketing.

Are you ready to harness the power of data-driven marketing and propel your business to new heights? Let's dive in!
 

Preparation for linking accounts

Before proceeding in the linking of your GA4 and Google Ads accounts, it's important to make sure that you have the necessary in place for a smooth integration. 

Let’s outline the key steps and access levels required for a successful link.

1. Access levels in Google Analytics 4:

To link your GA4 property with Google Ads, you'll need to have the appropriate access level in your Google Analytics account. Ensure that you have the following permission:

• Edit permission: You must have edit permission for the GA4 property you intend to link. This permission level allows you to make changes to property settings, including linking to other products like Google Ads.

2. Access levels in Google Ads:

Similarly, in your Google Ads account, you'll need sufficient access levels to establish the link with GA4. Here's what you'll need:

• Administrative access: Users with this access have full control of the account. This permission level allows you to edit the necessary settings needed for the integration.
   

Important things to know

Linking your Google Analytics 4 (GA4) and Google Ads accounts can provide a range of benefits, including:

• the ability to build Google Ads conversions according to your key GA4 events
• the option to see how your Google Ads conversion performed
• the capability of re-engaging your users depending on their behaviour in your app/website

Additionally, you can link your GA4 properties to individual Google Ad accounts and Google Ads Manager accounts. It also allows you to create up to 400 links per property.
 

Step-by-step guide to linking GA4 and Google Ads

Once you have the proper access for each tool, it’s time to learn how to link it to propel your marketing game to new heights!

Here’s how you can do it:

1. Click Admin settings
   
   
    
2. Under Admin, go to Property section. Make sure that the link indicated there is the property you want to connect. If not, you can click the arrow down icon beside the link and it will show a drop-down option of your properties.
   
   
    
3. Next, under Product Links, choose Google Ads linking
   
   
    
4. After clicking it, a new window will appear. Select New Link Group
   
   
    
5. Now, you can choose the Google Ads account you wish to connect.
   
   
    
6. After choosing, click continue.
   
   
    
7. The next page is where you can configure the links. Provide a name of the link and turn on all links you want to apply. 
   
   
    
8. After completing necessary details, tick the box for Share my Analytics data and click link accounts. Now you’re ready to go!
   
   
    

Verifying the link and troubleshooting

Now that you’ve successfully followed all steps, it’s essential to check whether your Google Ads account is properly linked to Google Analytics or not. Here’s how you can verify it:

1. Go to Admin settings then proceed to Google Ads linking under Product Links
2. Once you clicked on it, a list of connected accounts will appear on the page
3. Check if you see the Google Ads account you currently linked

If you wish to delete the linking, follow the steps indicated above, then:

1. Click on the account you wish to delete
2. A new window will appear with the option to delete your link
   
   
    
3. Click delete link group and go back to the Google Ads Link page to verify that the link group is already deleted.
    

Leveraging the linked accounts for business growth

Congratulations! You've successfully linked your Google Analytics 4 (GA4) and Google Ads accounts. Now, it's time to leverage the integrated data to drive business growth. 

Here are some practical tips on how to make the most of this powerful combination:

1. Refining marketing strategies:

• Analyse conversion paths: Use Google Analytics to identify the most common conversion paths leading to key actions on your website, such as purchases or sign-ups. This insight can inform your ad targeting and content strategy to align with customer journeys.
• Segmentation: Utilise audience segmentation in Google Analytics to create targeted campaigns tailored to specific customer segments. By understanding the unique needs and behaviours of different audience segments, you can deliver more personalised messaging and offers.

2. Improving ad targeting:

• Remarketing Audiences: Create remarketing lists in Google Analytics based on user behaviour, such as pages visited, or actions taken on your site. Use these lists to retarget users with relevant ads across the Google Ads network to increase the likelihood of conversion.
• Custom Audiences: Leverage custom audience segments in Google Analytics to build highly targeted campaigns in Google Ads. Incorporate demographic, geographic, and behavioural data to reach users who are most likely to engage with your ads.

3. Understanding customer behaviour:

• Behaviour Flow Analysis: Dive deep into the Behaviour Flow report in Google Analytics to visualise the paths users take through your site. Identify common drop-off points and optimise your website's navigation and content to improve user experience and conversions.
• Event Tracking: Implement event tracking in Google Analytics to monitor specific user interactions, such as clicks on buttons, form submissions, or video views. This data can provide valuable insights into user engagement and help you identify areas for optimisation.

4. Continuous monitoring and optimisation:

• Regular Reporting: Set up custom reports and dashboards in Google Analytics to monitor key performance indicators (KPIs) related to your advertising campaigns. Regularly review these reports to identify trends, spot opportunities, and make data-driven decisions to optimise your marketing efforts.
• A/B Testing: Experiment with different ad creatives, landing page designs, and messaging variations to identify what resonates best with your audience. Use Google Analytics to track the performance of each variant and refine your strategies based on empirical data.
   

Unlock your business growth today with integrated analytics and advertising!

By harnessing the combined power of Google Analytics and Google Ads, you gain deeper insights into customer behaviour, refine your ad targeting, and optimise your marketing campaigns for maximum impact. This integrated approach enables you to identify opportunities, mitigate risks, and stay ahead of the competition in today's dynamic marketplace.

Take action today and leverage the full potential of your digital marketing efforts. Whether you're just starting or looking to enhance your existing strategies, our team at Inspire is here to support you every step of the way.
 

Reach out to us for expert guidance, tailored solutions, and personalised support to elevate your business to new heights.

Don't let this opportunity pass you by. Start unlocking the full potential of your digital marketing initiatives with Inspire!