Linking your Google AdWords account to your Google Analytics account will provide you with a greater range of visitor data, allowing you to analyse the activity on your site once a visitor has landed on your website via an AdWords click.

AdWords conversion tracking allows you to see how your campaign is performing in line with your business goals, but by linking AdWords to Analytics you will be able to import Goals configured in Analytics as an AdWords conversion.

In addition, it becomes possible to see how many people have visited your site from your adverts, which pages they visited, the amount of time they spent on your website, and where they exited your website. This will paint a better picture of how AdWords is working in relation to your website.

Before you attempt to link your AdWords and Analytics account, there are a couple of key considerations:

1) The Google Account that you are using to set up the link must have access to both your AdWords account & Analytics account. If the account only has access to one, then give it access to the other.

2) Your account must have the necessary administrative permissions to enable linking of AdWords and Analytics. This is Admin Access in AdWords and Edit Access in Analytics.

Linking Method

There are a couple of ways you can link AdWords to Analytics, but the simplest method is as follows:

1) Log into your Google Analytics account and click on the ‘Admin’ button in the bottom left corner of the screen.

Integrating Analytics & Adwords

2) Ensure that your AdWords account has access to the Analytics property by selecting the ‘User Management’ button and checking that the email related to your AdWords has edit access to Analytics.

Analytics & Adwords Integration


3) Click on the ‘AdWords Linking’ button located below property management, and select the ‘+ New Link’ option.




4) Select the AdWords account to which you would like to link and click ‘next step‘.

AdWords & Analytics Linking


5) Select which Analytics views you would like AdWords to be linked to – this will also enable Auto-Tagging on your AdWords Account. Then click ‘Link Accounts‘.

AdWords - Analytics View Linking

6) You will then be presented with some information detailing ‘What’s next?’, which explains that it may take up to 24 hours for the AdWords Link to begin.

AdWords Analytics Linking Final Step

That’s it! It’s really that simple to link up AdWords and Analytics to each other. Now you’ll be able to import goals, view time on site metrics and much more. If you’d like any help understanding the kind of insights you can get with this linking process, please contact our PPC specialists.

19 responses to “Linking AdWords and Analytics in Different Accounts”

  1. brad says:

    thank you!! oh thank you!! no one had spelled this out and yet it seemed so logical when you explained it – thank you!

  2. Kim says:

    Fabulous explanation!! You made my day. Google should add this to their FAQ….so much easier!

  3. Nancy Dailey says:

    Thank you for this explanation. Exactly what I needed. Appreciate it!

  4. irwin says:

    Thanks for the very informative post. I was looking for this!!!


  5. Maggie Young says:

    I’ve been trying for so long to figure this out. Google support was no help, but you all were!

  6. Dave Keys says:

    Excellent post. Worked perfectly! Thanks!

  7. Jon says:

    Thanks, exactly what I was looking for, helped me with a few accounts that I manage.

  8. Ray Cassidy says:

    Hi Susan, with the latest updates to the interface, this article is a little outdated now. You might want to update it in the light oif all the changes as it was a pretty useful resource.

  9. Bjorn says:

    I wonder which view do you connect it to? I am a bit confused about views 🙂

    First do anyone know if “All Web Site Data” is the same as the old “Unfiltered Data”?

    And if Auto tagging os ON in Adwords, don’t you have to connect to any view, as it looks above here?

  10. Trevor Beck says:

    So, we have an outside ad agency book ads for us. How can I get their adwords information into my Google Analtyics? Aside from providing them with campaign links to our site, how can we get their stats for our campaign into our reports?

  11. Avinash says:

    Thanks Sean !! It helped me linking my google adwords and analytics accounts 🙂

  12. Ishu says:

    How many adword account can be linked with one profile/view?

  13. Jonathan Hunt says:

    Thanks for this, worked perfectly!

  14. Nithin says:

    Thank you very much 🙂 Problem solved (y)

  15. Giorgos Kontopoulos says:

    Thanks google’s own help doc did not explain as much and I was confused as my analytics and adwords were setup with different emails …

  16. jcdarocha says:

    Hi, When i try to sync my adwords & analytics, it shows accounts from my multi account. But not the other account that i manage outside the multi account ( but with the same email), do you know how to make it work?
    Thx ! JC

    • Hi JC, so to clarify you have an MCC account and a normal account all hooked up on the same email, which is also the email set up with your analytics. And the problem is that the normal account isn’t showing in Analytics when you go to link? If so, that sounds a bit like a bug with Google’s account structure as in theory that setup should work. They only added the ability to have multiple AdWords accounts on the same email relatively recently and the mix between MCC & normal may be confusing analytics.

      Your best bet to getting the link working reliably is to set up some unassociated new email account. You can then give that account access to both the normal account only and the analytics property. Then you should be able to get the link through that email address.


  17. Thank you so much for this article. Thi has helped me a lot for linking both accounts.

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