How to connect GA4 to Google Ads

Connecting GA4 to Google Ads allows you to import conversions, build audiences, and improve ad performance tracking. Follow these simple steps to link your accounts correctly and ensure your data flows seamlessly between both platforms.

1. Sign in to Your Google Analytics 4 Account

Go to analytics.google.com and sign in.
Select the correct GA4 property from the property dropdown (make sure it’s the right account and property).

2. Navigate to Admin Settings

In the bottom-left corner, click on the ‘Admin’ gear icon.
Under the ‘Property’ column, locate and click on ‘Google Ads Links’.

3. Create a New Google Ads Link

Click the blue ‘Link’ button.
Click ‘Choose Google Ads accounts’.
Select the Google Ads account you want to connect.
Click ‘Confirm’.

4. Configure Link Settings

Add a Link group title (for example, “GA4 to Google Ads Link”).
Turn on ‘Enable Personalised Advertising’ (recommended for remarketing).
Click ‘Next’.

5. Review and Submit

Review your selected Google Ads account and settings.
Click ‘Submit’ to complete the linking process.
You’ll see a confirmation message once the accounts are successfully linked.

6. Verify the Connection in Google Ads

Log in to ads.google.com.
Click on ‘Tools and Settings’ (wrench icon).
Under ‘Setup’, select ‘Linked accounts’.
Find ‘Google Analytics (GA4 & Firebase)’ and confirm the status shows as ‘Linked’.

What is Google Analytics 4 and Google Ads

Google Analytics 4 (GA4) is Google’s latest web analytics platform that tracks user behaviour across websites and apps using an event-based data model. It provides detailed insights into how users interact with your content, including traffic sources, engagement metrics, and conversion events. GA4 is designed to give businesses a more complete view of the customer journey.

Google Ads, on the other hand, is Google’s online advertising platform that allows businesses to run paid campaigns across Search, Display, YouTube, and other Google properties. By connecting GA4 to Google Ads, you enable data sharing between the two platforms. This allows you to import conversions, build remarketing audiences, and optimise campaigns based on real user behaviour rather than assumptions. The integration is essential for accurate tracking and smarter ad performance decisions.

Benefits of using Google Analytics 4 to connect to Google Ads

Linking GA4 with Google Ads improves tracking accuracy and unlocks powerful advertising features. It allows you to make data-driven decisions and optimise campaigns more effectively.

1. Accurate Conversion Tracking

Connecting GA4 to Google Ads allows you to import key conversion events directly into your ad account. This ensures your campaigns optimise toward real user actions, such as purchases or form submissions. More accurate tracking means better bidding strategies and improved return on ad spend (ROAS) over time.

2. Advanced Audience Building

When the accounts are linked, you can create audiences in GA4 based on user behaviour, such as specific page views or engagement levels. These audiences can then be shared with Google Ads for remarketing campaigns. This helps you target users who have already interacted with your website, increasing conversion potential.

3. Better Campaign Optimisation

With shared data between platforms, Google Ads can use GA4 insights to improve automated bidding and campaign performance. You gain deeper visibility into how users behave after clicking an ad, allowing you to refine targeting, adjust budgets, and focus on high-performing traffic sources.