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How To Use Google Analytics to Track Your Google Ads Performance?


Google Analytics is a great tool for sound business promotion, especially when used along with the optimization campaign. It improves the effectiveness of online business advertising and tracks online traffic, which helps understand users’ perspectives. Moreover, it assists you in locating a targeted audience, which brings in more sales for businesses.

Google Analytics lets you know who is visiting your website and whether it is functioning well or not. One of the top advantages of this tool is that it is entirely free and right at your disposal. However, to benefit fully from the services of Google Analytics, you need to know the working behind it. This article is meant to enlighten you about using Google Analytics to track your ad’s performance.

Steps for Tracking Google Ads in Google Analytics:

Tracking Google ads in Google Analytics will help you get the big picture. Google ads can bring more traffic towards your website, but unless that traffic is being monitored or analyzed, it only provides partial information about what is actually happening. When Google ads are linked with Google Analytics, it enables performance measurement of the ads posted by you. Moreover, it can assist you to understand the customers’ point of view with much ease. Here are the steps that you need to take to enable tracking of Google ads with the help of Google Analytics:

1. Link Your Accounts

The first step is to link your Google Ads account to a Google Analytics account. If you are using the same email for both of these accounts, then there is no need to connect them as they are already linked. Otherwise, it would be best if you did it manually. Here are the steps to do it:

Go to your Google Analytics account and click on the acquisition tab.

Then, choose Google ads below the acquisition tab and go to link your accounts area.

Click on it, and there you go.


2. Link Both of Your Properties

Once your accounts are linked, the next step is about linking both properties. This is done by selecting the Google ads account, and when it is configured, you can view the Google ads data in the Analytics area.

3. Access the Data by Selecting Acquisition First

To be able to access the data, you will have to go to the Acquisition tab and choose Google ads. Then go to Campaigns. Once this is done, you can easily import goals from the Google Analytics account. For this, you need to go to tools and settings and choose the conversions tab by selecting measurement; after you click the plus (+) sign, select import data so that you can start viewing the website activities directly in the Google ads platform.

4. Turn On Auto-tagging

Turn on auto-tagging for your ads to ensure flexibility in reporting (which is explained in the next step). The main advantage of auto-tagging is that Google Analytics can understand the relationship between the landing page and the specific ad that the user clicked.

5. Receive Your Reports

Once your accounts are linked, you can import the analytical data; some additional data starts appearing in your Google ads report. This data contains statistics that let you know about the number of users visiting your website or landing page and what they do after ad clicking. The analytical data is now available in these reports, which allows you to break down the information to whatever level you like.

6. How to Improve the Google Ad’s Performance via Google Analytics?

Here are a few tips to optimize your Google ads with the help of Google analytics. It will help to improve the success rate of your ads while using Google analytics. These are listed below:

Go for deeper insights For deeper insights, it is beneficial to pull Google Analytics metrics into Google ads. If you want to perform richer analyses, remember to import goal completions and e-commerce transactions in the Google ads. For this purpose, you need to link up both accounts as mentioned above.


Use benchmarking and secondary dimensions Benchmarking will allow you to see how well your site is up to the standards compared to your competitors. Besides, it will help to intricately see your ads’ performance. The secondary dimensions are also of great use. They help to analyze which keywords, devices, or placements drive more users to your website.


Learn new keywords Keep an eye on the keywords that attract more people. Always spot new users from the Google ads. They are of great help in knowing how to focus well on your ad’s performance from the user’s point of view.

Google ads can bring more traffic towards your website, but unless that traffic is being monitored or analyzed, it only provides partial information about what is actually happening.

Final Thought

There is no doubt that Google Ads help you adequately manage your campaigns and measure its success rate, but it does not assist you to understand the user’s behavior and response. However, when Google Ads is linked with Google Analytics, it monitors and tracks the ad’s performance by bringing in more traffic. So, it is always beneficial to use Google Analytics for the maximum output of your ad. Good Luck with using Google Analytics.


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