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February 6, 2021

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Connecting Google Analytics to Google Ads

If you’ve been thinking about growing your business’s online presence, this short guide may just be what you need.

Google Ads allows you to bring your business, products, and services right in front of the eyes of your target market.

It offers paid advertisements that appear on various platforms.

On the other hand, Google Analytics provides you with data and insights that permit you to measure your web traffic and advertising return on investment (ROI).

Google Ads and Google Analytics are both powerful tools that you should use for your online marketing. They could increase your brand awareness and sales revenue.

Why Connect Google Ads to Google Analytics?

As mentioned above, Google Ads and Google Analytics are both powerful tools. Both Google tools have their individual strengths and can supercharge your online marketing. However, what happens if you link them together?

The short answer is – your paid advertising can be tremendously maximized to reach the most ROI.

If you are running Google Ads alone, you won’t have the data to see how your prospects are behaving on your website. You won’t be able to see what users do after they click the ad – did they visit other pages? Did they convert to a sale?

With Google Ads alone, you’re only provided data on how many clicked your ad, and it stops there. You won’t know what they did on your website – which is really important if you want to maximize conversion on your ads.

Google Analytics bridges the gap between your online ad and user behavior on your website. Google Analytics can track relevant data that completes your marketing funnel.

With this data, you know how to improve your ads and maximize their performance for a better conversion rate. Not tracking these data makes optimizing your ads make them pretty difficult.

4 Benefits of Linking Google Ads with Google Analytics for Small Businesses

There are specific benefits of linking Google Ads with Google Analytics. Let’s see the top four benefits in more detail below.

#1 Retarget based on checkout steps completed

Google Analytics gives you data that you can take advantage of to successfully push a prospect to complete the sale. With Analytics, you can know where users who clicked your ad dropped off in your website funnel – did they visit your product page? Did they add to cart but abandoned it upon checkout?

Knowing where your marketing funnel is leaky and losing leads lets you know what part of the funnel needs your attention.

With these data, you can set up retargeting ad campaigns that encourage them to complete their checkout.

#2 Retarget based on users who reach a Google Analytics goal

In Google Analytics, you can set goals based on target audience behavior. For example, a good goal is subscribing to your newsletter or having the same user visit five pages on your website.

When you link your Google Ads to your Google Analytics, you can set up campaigns that target users who complete any of your Google Analytics goals. Continuing from the example above, a user who subscribed to your newsletter can be targeted with your Google Ads specifically created for users who are hot leads.

Smart ad targeting boosts your chances of transforming a lead into a paying customer.

#3 Block advertising to people who have previously purchased

Of course, you wouldn’t want to waste advertising expenses on users who’ve already purchased your product. This kind of audience is best set up for upselling advertising campaigns, should it be relevant.

With Google Analytics, you can exclude users who have recently bought your product. And, you can retarget them after a certain time frame – whether to upsell or cross-sell. And if you sell consumable products such as make up, it can be a way to be in front of them when its time for them to purchase again.

#4 Send different advertisements to different segments of customer lifetime value (LTV)

As a small business owner, you already know about the different segments of your market. One ad does not work for all your target market – which is why you create different campaigns to reach each one.

An even better (but more advanced) option is to segment your audience based on their customer lifetime value (LTV). With Google Analytics, you can track the behavior and value of each of your customers. You can track when their last purchase was made and even the numbers of orders placed in a certain time frame.

With these data, you can segment your data and customize your PPC ads for each one. This way, you can reach your already loyal customers and provide value whenever they need it.

What Ad Data Can You Track on Google Analytics?

Google Analytics’ dashboard can be overwhelming when you first see it. However, once you get to know its different features, you will find useful information.

Here are the four important data you can track on Google Analytics from your Google Ad campaigns:

% New Sessions – The number of new website visits your ad accumulated. ‘Sessions’ is not the same as ‘Clicks’. ‘Clicks’ tell how many users clicked your ad, while ‘Sessions’ indicate the number of unique times users interacted with your website.

  1. New Users – Commonly misunderstood, ‘New Users’ indicate the number of users who visited your website for the first time. This is a unique number and must not be confused with ‘New Sessions’. ‘New Users’ are those who clicked your ad and browsed your website for the first time, while ‘New Session’s doesn’t have to mean that it’s the first time they’re visiting your site.
  1. Bounce Rate – ‘Bounce Rate’ is the percentage of page visits (or sessions) from your ads wherein the user leaves your website without visiting other pages on your website. Bounce rate could be a good thing if you only want them to visit a landing page, but could be something to improve on if you want them to click more and navigate your website.
  1. Average Session Duration – ‘Average Session Duration’ is the number in minutes of accumulated users’ sessions divided by the total number of sessions your website gained. The higher the number you receive for Average Session Duration, the better.

How to Connect Google Ads to Google Analytics

It’s really easy to connect your Google Ads to your Google Analytics account. Google now offers a “linking wizard” which does the linking of both accounts quickly.

Step #1: Sign in to your Google Analytics Account.

Sign in to your Google Analytics Account.

Step #2: Click the ‘Admin’ tab and find the property you want to link to, in this case, ‘Google Ads Linking’.

Click the ‘Admin’ tab and find the property you want to link to, in this case, ‘Google Ads Linking’.

Step #3: Choose “+ New link group” and select the Google Ads account you want to link. Hit ‘Continue’

Choose “+ New link group” and select the Google Ads account you want to link. Hit ‘Continue’

Step #4: Enter a link group title for internal use and easy identification.

Enter a link group title for internal use and easy identification.

Step #5: For each of your Google Ads you want to track, turn linking ‘ON’. This will enable the simultaneous tracking from Google Analytics and Google Ads.

For each of your Google Ads you want to track, turn linking ‘ON’. This will enable the simultaneous tracking from Google Analytics and Google Ads.

Step #6: Click ‘Link Accounts’. And you’re done! Your accounts are now linked!

Final Words

Linking your Google Ads and Google Analytics together helps you maximize the performance of your campaigns for more conversions and better ROI. Choosing not to link accounts makes your ads useless because you are kept in the dark on how successful your ads are. Plus, you have no way of knowing how to improve your ads!

If you need help with setting up your Google Ads and Google Analytics accounts, or if you need further assistance on how to link both together, feel free to contact us!

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Jaimi Saunders


Need a Digital Marketing Agency that Maximizes Customer Value and Lower Cost Per Acquisition?


I’m the founder of Keystone Ad Agency and we help small businesses optimize their media strategy to lower cost while increasing revenue.


Questions? Contact me at KeystoneAdAgency.com

J'aimi M Saunders

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