The Importance of Linking AdWords and Google Analytics Accounts – Google Best Practices

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Like sunshine and the beach, or dogs and tennis balls, Google AdWords and Google Analytics are great by themselves but even better together. By linking them together, you’ll get high-performance insights into your ads and your website that can give you an edge. You can get a deeper understanding of the interactions your customers have with your site by working with Google Analytics metrics within the AdWords interface. That means insight into detailed conversion behaviors, clearer audience profiles, and a better sense of the customer’s journey from their first ad click right through to the conversion you want. To get more AdWords Best Practices, go to Check out the rest of the series:
Optimizing with Analytics goals and audiences (
Using GA metrics in AdWords reporting (
Analyze AdWords Performance in Google Analytics ( Want more? Get the full guide and checklist here:

Ready to link AdWords and Google Analytics? Go here:

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Hello the Internet and welcome to our video series all about using AdWords with Google Analytics. My name’s Sean Quadlin, I’m a product marketing manager here at Google focusing on SEM
best practices. And today, I want to talk about using AdWords and Analytics.

They’re pretty great! They’re like sunshine in the beach, or like dogs and tennis balls. Really awesome by themselves, but even better when you use them together. When you use AdWords with analytics, high-performance insights into your ads and your website when you link those two accounts.

Google Analytics does a vital job in this pairing. It shows you all of the AdWords traffic that didn’t lead to a conversion. So if you assume that the average site conversion rate is around three percent, that leaves ninety-seven percent of your traffic that can be understood better – a lot better. Things like goals and e-commerce conversions, remarketing lists and engagement metrics.

An important part of this process is linking your GA and AdWords accounts. If you haven’t done that yet, please pause this video and go do it. These videos will be waiting for you as soon as you’re done.

Now, when you’re linking GA with Adwords, you can be provided with insight into detailed conversion behaviors, clearer audience profiles and a better sense of a customer’s journey. Really cool stuff.

In this video series in particular, we’re going to talk about:
(1) Analytics goal completions and audiences,
(2) using GA metrics in your AdWords reporting, and then
(3) AdWords-specific reports in Google Analytics.

I think it’s some really exciting stuff and hopefully you’ll tune in to the rest of the videos to get some insight yourself.



2 thoughts on “The Importance of Linking AdWords and Google Analytics Accounts – Google Best Practices”

  1. Oh, Steven.
    "Common knowledge" seems to be dead wrong on this one. AdWords is 100% market driven and conversions are what does the driving. It's too bad that your experience was not a good one, but I have personally seen a plethora (yes, I DO know what a plethora is, El Guapo…) of success stories from advertisers who are utilizing the robust and ever-changing AdWords interface. I'd suggest doing some more research. Go Cubs!

  2. I hate to be the bearer of bad news, but it's pretty much common knowledge among the 3% er's group that ad spend on ad words is a wash. When you have a small marketing budget you could easily waste the entire amount on ad words only to get an ROI of exactly what you spent. Doesn't make sense. Good luck.

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