Linking your Google AdWords and Google Analytics accounts gives you access to the entire picture of customer behavior, from ad clicks or impressions all the way to conversions. Once you’ve linked your accounts, you can use insights from Analytics to refine and optimize your AdWords campaigns, improving the overall performance of your business.

When you link both accounts, you:

  • Can import Analytics goals and transactions into your Adwords account.
  • Keep an eye on your Ads performance and which are converting.
  • Enhanced Remarketing capabilities.
  • Import data such as Avg. Visit Duration, Visited Pages and Bounce Rate into your Adwords account.
  • Get reports for multi-channel funnels.


1- Sign in to your Analytics account.

2- Click on the Admin tab.

3- Select the Analytics account that you want to link to your Adwords account to from the “Account”column.

4- Click on “Adwords Linking” tab.

5- Click the “+ New link” button.

6- Select the AdWords account that you want to link with your Analytics account.

7- Click on the “Next Step” button.

8- In the “Link configuration” section, enter a title to identify your group of linked AdWords accounts.  Select the Analytics views in which you want the AdWords data to be available.

9-  Your last step is to click on “Link accounts” button.

Congratulations!! Your accounts are linked now.

Note: Instead of logging in from your Analytics account, and starting to link both accounts from there, you may start your first step through your AdWords campaign.  Once logged in into AdWords, you will find the “Tools” tab on the menu.  From the drop-down menu, choose “Google Analytics” account.  This will redirect you to your Google Analytics account.  Once there, follow the steps mentioned above.


By end of this article, you should know the steps of linking Google Adwords and Google analytics.