What are the benefits of linking AdWords with Google Analytics

5 min readAug 3, 2017


Google AdWords and Google Analytics have proved their worth as valuable tools for online marketers and advertisers to get insights and detailed reports in their online marketing efforts.

Both of the above-mentioned tools have their individual strengths but you can realize their true advantages once you have linked both of them.

If you have both Analytics and AdWords accounts but haven’t linked them as yet, then you are missing on valuable insights of your website and business as a whole.

Also, learn how can Google Analytics help you to Optimize your AdWord Campaigns.

5 Benefits of Linking AdWords with Google Analytics

1. Completes the Picture of the User Behavior

AdWords and Google Analytics each provide important information but independently, they do not provide the whole picture.

AdWords help the users and visitors to find you and also provides detailed reporting on Ad Spend and Ad Performance.

In your AdWords account, you can see which of your keywords and ads initiate maximum conversions.

But AdWords alone only gives you a part of the picture.

It does not show you what the visitors do on your website after they click on your ads.

Google Analytics comes to your rescue here. It builds the missing information and completes the picture.

It helps you to see the different paths that the visitors take through your website, what factors on your website influence the conversion rate.

Moreover, without linking these accounts, you just cannot see this rich information about the user behavior or the keywords and the ad that initiated the conversions.

By linking your Google Analytics and AdWords account, you get access to the full picture of customer behavior.

2. Get Additional Data

When you link your AdWords account to Google Analytics, you get additional data that help you to optimize your AdWords Campaigns and make more informed business decisions.

In the AdWords Reports inside of Google Analytics, you get access to onsite engagement metrics like the Bounce Rate, Pages Per Visit, Average Visit Duration.

These type of metrics help you to understand whether your AdWords account is driving the right kind of traffic to your website or not.

These metrics also help you to identify the areas that need improvement. In the AdWords report inside Google Analytics, you can also your AdWords cost data and other performance metrics like the Average Cost per Click and Click Through Rate.

Together the AdWords and Analytics data reports help you to better understand how much amount are you spending in your AdWords account and how much ROI are you generating.

3. Importing of Valuable Metrics Made Easy

Apart from seeing the AdWords information in your Google Analytics account, you can also track your conversion easily.

You can easily import your Google Analytics transactions in your AdWords Conversion Tracking. This will allow you to make more informed decisions and refinements in your AdWords campaigns.

To manage your bids, if you are using AdWords Conversion Optimizer, then it will automatically start using Google Analytics transactions once you have imported them in your AdWords Account.

This additional performance data allows showing your ads when you are more likely to get conversions.

You can also import the Google Analytics metrics in your AdWords account like the Bounce Rate, Average Visit Duration, Pages Per Visit, New Visitors on your website.

4. Additional Remarketing Lists Available with AdWords

If you are using the Google Display Network Remarketing, then by linking your AdWords and Google Analytics account, you can extend your remarketing abilities and create unique lists based on the metrics and dimensions of Google Analytics.

By creating specific retargeting lists in AdWords based on the data that is pulled out from Google Analytics, you can reach out to people who have already visited your website and showed some significant interest.

5. Easy to Identify Website/Page Issue

When you counter the keywords that get zero conversions, what is the first thing that you do with them?

Either pause them or simply delete them.

But actually, the keywords getting zero conversions are not that bad. They can indicate an issue that needs special attention.

When you link AdWords with Google Analytics, you get access to certain AdWords metrics like Average Visit Duration or Pages Per Visit. These metrics indicate that the visitor might have some problem in looking for the offer that you featured in your Ad Copy.


So, linking the AdWords account with Google Analytics lets you identify the hidden issues and solve them to enhance the performance of your website.

So link your AdWords and Google Analytics accounts today to see the full picture of your user behavior and discover how to optimize your AdWords Campaigns and improve the performance of your website/business.

About the Author: Dinesh Thakur is the Co-Founder of Ads Triangle which is a Google Partner and Bing Accredited Agency. He has over 7 years of experience in Pay Per Click Marketing.

Dinesh has helped hundreds of businesses to grow their revenue through PPC. He has expertise skills in Google AdWords and is passionate about Pay Per Click Marketing.

Originally published at medium.com on August 3, 2017.




Writer, Content Marketer, PPC, AdWords, Social & Digital Media, Internet Marketer, SEM, Blog Creation & Marketing.