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If you already have advertising campaigns, or if you plan to create them, you need to remember that you need to synchronize Google Ads with Google Ananytics to get a complete picture of your advertising analysis.

Why is it necessary?

Google Ads provides a huge amount of information in its reports. And yet we can't fully understand how effective advertising is if we don't track how many conversions were made on it, what the failure rate is, and what keywords spend a lot, but conversions from them are 0.

All the detailed information on user behavior and their movement to sales can be tracked in Google Analytics.

Once you link Google Ads and Google Analytics you will be able to:

1. Add Google Ads reports to Google Analytics and analyze ad campaigns in a separate report.
2. Import goals into Google Ads and fully analyze statistics in Google Ads by goals.
3. It will be possible to set up strategies with optimization by conversions.
4. You will be able to configure remarketing lists.
5. It will be possible to analyze additional indicators of user behavior: % refusal, depth of view, % conversion, etc.

How to link Google Ads and Google Analytics

To associate a Google Analytics resource with a Google Ads account, you need permission to modify the Analytics resource and access the Google Ads account with administrator privileges.

One more technical point:

In Google Analytics, go to the "Administrator" tab (gear wheel) → "Account setup" → add "Google Products and Services" and save it.

Now, we will link the Google Ads account with Google Analytics through the Google Analytics interface.

Go back to Google Analytics and to the "Administrator" item and select "Link to Google Ads" at the Resource level

A window opens and we select the "Related Accounts Group" button.

After that, we will have an account to link with Google Ads. We need to select the desired ID → "Next" → "Save".

In the second sub-item, select the name of the associated accounts or leave the default.

Connect all website data and backup and save.

Click "Link accounts".

After that, the accounts will be linked and it will be possible to track statistics on Google Ads and analyze the effectiveness.

After linking Google Ads and Google Analytics, we can import the goals and check if the account is linked. Spoiler: it is linked :)

To do this, go to the Google Ads cabinet → Click on "Wrench" → Go to the "Settings" block → Click on "Related Accounts".

A tab with Google products opens, and we select Google Analytics:

And we see that the account is linked:

Now you can create goals and import them into the same Google Ads field, where we checked if the accounts are linked, and analyze your ads.