How to link GA4 (Google Analytics 4) with Google Ads

Last Updated: September 9, 2022

Table of Contents

How to link GA4 with Google Ads

Follow the steps below to connect your GA4 property with Google Ads:

Step-1: Make sure that you have the ‘editor’ permission on the GA4 property you want to link to your Google Ads account(s).

Step-2: Make sure that you have the ‘admin’ access to the Google Ads account(s) you want to link to your GA4 property.

Note: You can link all your GA4 properties to individual Google Ads account and Google Ads Manager account as well. As far as limits are concerned you can create up to 400 links per property.

Step-3: Navigate to your Google Analytics 4 property.

Step-4: Scroll down and then click on ‘Admin’

Step-5: Click on ‘Google Ads Links’ under the ‘Property’ column:

Step-6: Click on the ‘Link’ button.

Step-7: Click on the link ‘Choose Google Ads Accounts’:

Step-8: Select the Google Ads account(s) you want to link to your GA4 property and then click on the ‘Confirm‘ button:

Note: You will see only those Google Ads accounts for which you have ‘admin’ access.

Step-9: Click on the ‘Next’ button:

You should now see a screen like the one below:

At this point, you can choose to disable ‘Personalized Advertising‘ and ‘Auto-Tagging‘.

When you disable ‘Personalized Advertising’, the GA4 audience list and remarketing events/parameters will not be published to the linked Google Ads account.
When you disable ‘Auto-Tagging’, Google Analytics will not automatically associate Google Ads data with customer clicks.

To disable ‘Personalized Advertising’, click the toggle button to ‘OFF’:

To disable auto-tagging, click on the down arrow button:

Select the option ‘Leave my auto-tagging settings as they are“:

I like to keep both ‘Personalized Advertising’ and ‘auto-tagging’ enabled.

Step-10: Click on the ‘Next‘ button.

Step-11: Review all of your configuration settings and then click on the ‘Submit’ button:

You should now see a screen like the one below which confirms that your GA4 property is linked to your selected Google Ads account(s):

Note: It may take up to 24 hours for your Google Ads link to begin displaying data in your GA4 reports.

How to disconnect a Google Ads account from your Google Analytics 4 property

Follow the steps below to unlink your Google Ads account from your GA4 property:

Step-1: Make sure that you have the ‘editor’ permission on the GA4 property you want to unlink from your Google Ads account(s).

Step-2: Make sure that you have the ‘admin’ access to the Google Ads account(s) you want to unlink from your GA4 property.

Step-3: Navigate to the ‘Admin‘ section of your GA4 property.

Step-4: Click on ‘Google Ads Links’ under the ‘Property‘ column:

You should now see the list of all the Google Ads accounts linked to your GA4 property:

Step-5: Click on the Google Ads account you want to unlink from your GA4 property.

Step-6: Click on the three dots menu at the top right-hand side of your screen:

Step-7: Click on ‘Delete‘:

Step-8: Click on the ‘Delete‘ button:

are you sure you want to delete this link

Why connect your GA4 property with Google Ads?

Following are the main advantages of connecting/linking your GA4 property to your Google Ads account:

#1 You can determine how users interact with your Google Ads campaigns in your GA4 reporting view.

#2 You can determine what users do on your website after interacting with your Google Ads. Do they make the purchase, generate a lead or complete some other conversion?

#3 You can import GA4 conversion into Google Ads.

Once you have created conversion events in your GA4 property, you can then import them into your Google Ads account and use them for reporting (i.e. see GA4 conversion data in Google Ads) and bidding (optimize bids for increasing conversions and lowering cost).

#4 You can import GA4 app conversion into Google Ads.

You can import app conversions from your GA4 property into your Google Ads account and can measure how your Google Ads campaigns drive app installs and in-app actions, including those collected via the Firebase SDK.

#5 You can enhance Google Ads remarketing campaigns with your GA4 audience data.

#6 You can exclude individual events and user-scoped custom dimensions from ads personalization.

Note: You can connect a GA4 property to an individual Google Ads account and/or to a Google Ads manager account. You can create up to 400 connections per GA4 property.

#1 Google Analytics 4 Intro

#2 Google Analytics 4 Property

#3 Google Analytics 4 Integrations

#4 Google Analytics 4 Events

#5 Google Analytics 4 Conversions

#6 Google Analytics 4 Dimensions

#7 Google Analytics 4 Metrics

#8 Google Analytics 4 Ecommerce

GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

#9 Google Analytics 4 Specialized Tracking

#10 Google Analytics 4 filters

#11 Google Analytics 4 Explorations

#12 Google Analytics 4 Advanced

#13 Google Analytics 4 Reports

#14 Google Analytics 4 Attribution

#15 Google Analytics 4 Audiences

#16 Google Analytics 4 BigQuery

Frequently Asked Questions About How to link GA4 (Google Analytics 4) with Google Ads

How may Google Ads account be linked in Google Analytics 4?

You can link all your GA4 properties to individual Google Ads account and Google Ads Manager account as well. As far as limits are concerned you can create up to 400 links per property.

What are the benefits of linking Google Ads and Google Analytics 4?

Following are few benefits of linking Google Ads and Google Analytics 4
1. You can check your Google Ads campaign performance in Google Analytics 4 property in Acquisition reports.
2. You also get access to Google Ads dimensions like (Cost, clicks, impression, etc) in user acquisition reports.
3. You can import your analytics conversion events in Google Ads account and accordingly run a campaign for a specific user only.
4. You can check your Google Ads performance in the attribution reports.

What are the next steps after linking Google Ads and Google Analytics 4?

Once you have successfully linked your Google Ads with Google Analytics 4 property you automatically see your Google Ads data in GA4 reports. However, if you want to send data from GA4 to Google Ads for remarketing purposes or new campaigns as well, then you need to login to your Google Ads account and do the following things:
• Import Conversions to Google Ads
• Add Audience from GA4 to Campaign or Ad Group
• For enhanced remarketing, you need to activate Google Signals.

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