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

Table of Contents

  1. How to link GA4 with Google Ads
  2. How to disconnect a Google Ads account from your Google Analytics 4 property
  3. Why connect your GA4 property with Google Ads?
  4. FAQ

How to link GA4 with Google Ads

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

Step-1: Make sure that you have the ‘edit’ 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: Click on ‘Admin’:

Admin 6

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

Ads linking


An overlay will appear like the one below:

overlay

Step-6: Click on the ‘Link’ button.

Step-7: Click on ‘Choose Google Ads Account’:

choos

Step-8: Select one or more Google Ads account you want to link to your GA4 property and then click on the ‘Confirm’ button:

account list

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:

step 2

At this point, you can 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When you disable ‘Personalized Advertising’, the GA4 audience list and remarketing events/parameters will not be published to the linked Google Ads account.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’:

ON

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

down arrow button

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

Leave my auto tagging settings as they are

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

configure settings2

Step-10: Click on the ‘Next’ button.

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

submit

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

confirmation

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

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

Follow the steps below:

Step-1: Make sure that you have the ‘edit’ 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 Linking’ under the ‘Property’ column:

Ads linking

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

account list 1

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:

3 dots

Step-7: Click on ‘Delete’:

Delete

Step-8: Click on the ‘Delete button:

confirm delete

Why connect your GA4 property with Google Ads?

You might have already configured the legacy version of Google Analytics (also known as Universal Analytics) along with Google Ads and now be thinking why does it matter whether we connect Google Analytics 4 and Google Ads? Well to answer your question in more detail, here are a few key benefits.

Event-based model:

Universal Analytics relied on the traditional session-based goal format that we have known for years. These session-based goals were the only way to import user interactions into the Google Ads data. With the limitation of 20 goals per reporting view, it was rather tough to define and configure the audience for best campaign performance.

This problem is now solved. Google Analytics 4 uses an event-based model which means that you can configure more key user interaction into your Google Ads account without firing a conversion tag for individual actions. Now you can define your audience in a more detailed manner based on events like a scroll, file download, video play, and custom events.

Custom-parameter reporting in events:

In Google Analytics 4 you can specify up to 25 custom parameters per event. This feature has brought a new way to define your audience using custom parameters and event conversion data. When you connect your Google Analytics property with your Google Ads account, you can import all of these custom parameters and then define your target audience accordingly.

Measure app conversions from Google Analytics 4 properties:

If you have an Android or iOS app, you can measure how your campaigns drive app installs and in-app actions, including those collected via the Firebase SDK.

Excluding specific events and user properties from ads personalization:

With the Google Analytics 4 user properties and permission feature, you can now exclude a specific event or particular user property from being used in personalized ads and hence keep it just for reporting purposes.

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.

Other articles related to GA4 (Google Analytics 4)

#1 GA4 Intro

  1. What is GA4 (Google Analytics 4) – The Apps + Web Property?
  2. Key Benefits of Using Google Analytics 4 (GA4)
  3. How to upgrade to GA4 (Google Analytics 4)
  4. Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?
  5. Google Signals GA4 – See demographics (gender, age) in Google Analytics 4
  6. Understanding Google Analytics Measurement ID (GA4)
  7. Google Analytics 4 training and tutorial
  8. Using the GA4 test property

#2 GA4 Integration

  1. How to connect GA4 (Google Analytics 4) with Google Data Studio
  2. How to link GA4 (Google Analytics 4) with Google Ads
  3. GA4 BigQuery – Connect Google Analytics 4 with BigQuery

#3 GA4 Events

  1. GA4 (Google Analytics 4) Event Tracking Setup Tutorial
  2. How to set up GA4 Custom Events via Google Tag Manager
  3. GA4 (Google Analytics 4) Enhanced Measurement Tracking Tutorial
  4. Events Report in Google Analytics 4 (GA4)
  5. GA4 User Properties (User Scoped Custom Dimensions) – Tutorial
  6. Event Scoped Custom Dimensions in GA4 – Tutorial

#4 GA4 Conversions

  1. GA4 (Google Analytics 4) Conversion Tracking Guide
  2. How to import conversions from GA4 property to your Google Ads account

#5 GA4 Dimensions and Metrics

  1. GA4 Metrics Tutorial with Free Google Analytics 4 Ebook
  2. GA4 Custom Metrics Tutorial
  3. GA4 Dimensions Tutorial
  4. GA4 Custom Dimensions Tutorial

#6 GA4 Ecommerce

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

#7 GA4 Specialized Tracking

  1. Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide
  2. GA4 Site Search – Tracking Site Search in Google Analytics 4
  3. GA4 (Google Analytics 4) Scroll Tracking Tutorial
  4. How to Install Google Analytics 4 on Shopify
  5. Self-referral Google Analytics 4 – Referral exclusion GA4
  6. GA4 Data Import Tutorial

#8 GA4 filters

  1. GA4 filters – Understanding data filters in Google Analytics 4
  2. How to create and test filters in Google Analytics 4 (GA4)?
  3. Exclude internal traffic in GA4 (Google Analytics 4) via IP filter

#9 GA4 Analysis Hub

  1. Analysis Hub Google Analytics – Exploration Report in GA4 (Google Analytics 4)
  2. How to use the user lifetime report in Google Analytics 4 (GA4)
  3. How to use path analysis report in Google Analytics 4 (GA4)
  4. How to use Segment Overlap Report in Google Analytics 4 (GA4)
  5. How to use the Funnel Analysis Report in Google Analytics 4 (GA4)

#10 GA4 Advanced

  1. How to use Debug View report in Google Analytics 4 (GA4)
  2. Understanding GA4 measurement protocol
  3. How to create a remarketing audience in Google Analytics 4 (GA4)
  4. GA4 Audiences – Creating custom audience in Google Analytics 4
  5. How to build comparison (Advanced segment) in Google Analytics 4 (GA4)

#11 GA4 Reporting

  1. How to create custom insights in Google Analytics 4 (GA4)

Register for the FREE TRAINING...

"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."



Here’s what we’re going to cover in this training…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

#5 The number 1 reason why conversion optimization is not working for your business.

#6 How to advertise on any marketing platform for FREE with an unlimited budget.

​#7 How to learn and master digital analytics and conversion optimization in record time.



   

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and BeyondSECOND EDITION OUT NOW!
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
  • Author of four best-selling books on digital analytics and conversion optimization
  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
  • Consultant to countless small and big businesses over the decade
error: Alert: Content is protected !!