Integrating Google Analytics with Google Ads and Other Marketing Platforms

To integrate Google Analytics with Google Ads, you need to link the two accounts through Google Analytics' Admin settings by selecting "Google Ads Linking" under the Property column, choosing the Google Ads account to link, configuring the link settings, and finalizing the connection. After linking, enable auto-tagging in Google Ads to automatically track campaign performance in Analytics. This integration allows seamless data sharing, enabling you to view Google Ads metrics such as clicks, impressions, and cost data directly in Google Analytics reports.

For Google Analytics 4 (GA4), the process is similar: link your Google Ads account via the GA4 Admin interface under "Google Ads Links," then import conversion metrics into Google Ads for enhanced analysis. GA4 also supports sharing audiences with Google Ads for targeted remarketing campaigns. Linking GA4 and Google Ads unlocks benefits like using pre-configured goals for conversion tracking, creating two-way data flow, and importing first-party audience data for better ad optimisation.

Regarding other marketing platforms (e.g., Facebook Ads), while Google Analytics 4 can track traffic from multiple sources, linking is typically done via UTM parameters and platform-specific integrations rather than direct account linking like Google Ads. For Facebook Ads, you should set up tracking in GA4 using UTM tagging and possibly import conversion data via Facebook’s tools to get a unified view of marketing performance.

Summary of key steps to link Google Ads and Google Analytics:

1. Log into Google Analytics and go to Admin > Property > Google Ads Linking.
2. Click “+ New Link Group” and select the Google Ads account(s) to link.
3. Configure link settings (choose views or audiences to share).
4. Click “Link Accounts” to complete.
5. In Google Ads, enable auto-tagging under Account Settings.
6. Verify the link by checking real-time and acquisition reports in Analytics.

For GA4, the process is accessed via the GA4 Admin interface under "Google Ads Links," with additional options to share audiences and import conversions.

This integration provides a comprehensive view of user behaviour and ad performance, enabling more effective campaign optimisation and measurement.