For your ads to be effective, you need to be able to measure and evaluate them appropriately. In Google Analytics, you can measure performance through goals and transactions, and in Google Ads through conversion tracking. The best way is to connect these functions. In our tutorial you will learn how to do it.
What’s the difference between the features of Google Ads and Google Analytics?
Google Analytics collects statistics about the overall flow of visitors to your site. Thus, they also include information about those who did not enter it thanks to Google Ads. This gives you a comprehensive overview of the movements on your site.
On the other hand, in Google Ads ad performance is measured through conversions. This gives you insight into the number of visitors who have visited your site thanks to advertising or made your desired conversion (purchase).
The ideal solution is to interconnect these features. This will give you access to conversions and Google Analytics data in your Google Ads account, as well as the Conversion Optimizer, so you can improve your ads. Therefore, we strongly recommend linking them. Now we will show you how to do it.
Import your goals into Google Ads
First of all, make sure you have linked your Google Ads and Google Analytics accounts. If you don’t know how to do it, read our tutorial. At the same time, Auto-tagging must be enabled. Auto-tagging lets you track offline transactions and generate reports on ad performance for services like Google Analytics. It does this by attaching a Google Click Identifier (GCLID) parameter to the URL your customers click. By default, this setting is disabled. Turn it on in Settings → Account settings → Auto-tagging → check the Tag the URL that people click through from my ad check box → save.
When you make sure you have linked accounts and auto-tagging is turned on, you can start importing the data. Once you’ve signed in to your Google Ads account, go to the Tools section and select Conversions. Click Import and then select Google Analytics. After proceeding, select Import and finally Done. It may sometimes take up to 30 minutes for imported data to appear. Google Ads will only import new, not historical, data. You can edit settings in the Conversions section anytime you need.
Once imported, the Conversions section will show existing and imported data. You can also include them in the Campaigns tab. This gives you a comprehensive overview of visitor activity on your site from which you can infer the effectiveness of your ads.
If you’re wondering what Google Ads Global Site tag is and why it’s important, you can read our next article.