How to Link Google AdWords and Google Analytics

How to Link Google AdWords and Google Analytics

  • Both Google AdWords and Analytics are fantastic tools in equal measure. AdWords helps you drive traffic to your site through targeted ads, while Analytics sheds light on key metrics and user behaviour.
  • That being said, imagine the potential the lies in linking these two powerful tools together.
  • Read on to learn how to link up AdWords and Analytics and start reaping the benefits for overall website performance. 

On its own, AdWords is a fantastic marketing tool to drive relevant traffic to your website. It allows you to choose which keywords are most important to your marketing objectives and letting you bid what you want in order to bring people in.

On the other side of the coin, Analytics is a fantastic tool for shining a light on your traffic and how users behave on your website. It allows you to see important metrics which you can compare and contrast to better understand who your customers are. 

Now imagine what you can achieve when you link them together! 

In this article, I will share some insights into best practices for both tools and what exactly you can achieve when you connect Analytics to AdWords. Linking up your AdWords to Analytics is very easy and can maximise not only your AdWords traffic, but also your website performance.

How to Link AdWords and Google Analytics

There are 3 factors and best practices to consider when linking AdWords with Analytics:

  1. Importing goals from Google Analytics
  2. Creating custom remarketing lists
  3. Using secondary dimensions in Analytics

1. Importing goals from Google Analytics

Setting up goals in Analytics is one of the first and most important steps to success in a digital marketing campaign. Analytics allows you to set up all kinds of goals very quickly and easily. 

When setting up your goals, you’ll need to recognise what is important in relation to your marketing objectives. More often than not, it will be a sale a contact enquiry or a phone call, however it doesn’t always have to be.

If you have brochures on your site to download and it shows that someone is engaged, you can set it as a goal. If you have a video which is key to explaining your product or service, you can set it as a goal. Almost anything can be set up as a goal on your website and can give you very quick and easy insight into how your customers are completing key actions on your site.

Once you have your goals set up, it’s very easy to import them into your AdWords campaign via the conversion tab. In doing this you can actually trace the conversion back to the individual keyword or search query which lead the customer to your site and with that you can perform in depth analysis very quickly and easily.

2. Creating custom remarketing lists

Google Analytics allows you to easily segment visitors to your website and in return, you can create an audience from that segment to remarket to. What this means is that you can understand your customer, gain insight into how they behave, identify which behaviours you want to see more of, and create a segment out of those users.

From there, you are able to easily import your audience into AdWords in order to remarket to them. 

Let’s say you have set up a goal and you identify that 80% of people who reach your goal page don’t actually complete your goal. What analytics remarketing allows you to do is funnel each user who makes it to this page but doesn’t convert into a new audience list.

Linking analytics and AdWords allows you to import this segment into AdWords and from there you can remarket to this audience segment with a message encouraging them to come back and complete that final action with some form of incentives like a discount code or something! 

3. Using secondary dimensions in Analytics

Secondary dimensions are a tool in Analytics which gives you further insight into traffic based on a variable metric that you have control of. In simple terms, it lets you drill down further than you ordinarily could in order to find out more about your customers. 

An example could be looking at keyword campaign information within analytics. You’re able to see the number of clicks on that keyword, the number of impressions, the click through rate, its conversion rate, as well as the bounce rate, time on page and more. 

Adding a secondary dimension to this data set allows you to see something such as the search term that the user typed into Google in order to bring them to the page. This opens up a whole new world of possibilities!

Now we can see the bounce rate/time on page/pages per session of not only the keyword, but also the search term! It might not sound that exciting, but if you’re running a Google shopping campaign for example, this tool will be invaluable. 


There are countless other great things you can set up when you link AdWords that I could probably write a book! In short, in linking AdWords and analytics, you open the door to a whole new world of data analysis. The more you know about your campaign and your customers, the better you can target them and grow a campaign that fits into their buying habits/cycles.

It's at this point that your campaigns will begin to return better than ever before!