How to link Google Analytics 4 with Google Ads?

In Google Ads: Tools → Linked accounts → Google Analytics (GA4 & Firebase) → select your GA4 property → Link. Alternatively, do it from GA4: Admin → Google Ads links → Link. Both platforms need to be under the same Google account or have cross-account link permissions.

Why should I link GA4 with Google Ads?

Linking enables: importing GA4 conversions into Google Ads for smart bidding, using GA4 audiences for remarketing, seeing GA4 engagement metrics in Google Ads reports, and cross-analyzing ad performance with on-site behavior in GA4.

How to import GA4 goals into Google Ads after linking?

After linking, go to Google Ads → Tools → Conversions → + New conversion action → Import → Google Analytics (GA4) → select the conversion events you want to import. These become available as conversion actions for smart bidding strategies.

Can I use GA4 audiences for Google Ads remarketing?

Yes. After linking GA4 to Google Ads, your GA4 audiences (e.g., cart abandoners, past purchasers, engaged visitors) become available in Google Ads Audience Manager. You can use them for RLSA (Remarketing Lists for Search Ads) or Display remarketing campaigns.

What data is shared when GA4 is linked to Google Ads?

Linking shares: GA4 conversions and conversion values (for smart bidding), GA4 audiences (for targeting), and GA4 engagement metrics (bounce rate, session duration, pages per session) visible in Google Ads reports. Ad click data flows from Google Ads into GA4.

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How to Link Google Analytics with Google Ads and Import Goals?

Author Анастасія Захаріна | 29 Apr 2026 Updated: 27 Jul 2026 | 4 min read 0 views

Linking Google Analytics 4 (GA4) and Google Ads is the foundation for any business running paid advertising. Without this connection, you only see part of the “picture”.Contents 1. Key reasons to link Google Analytics and Google Ads: 1.1. Data integration and attribution 1.2. Goal alignment and ecosystem integration 1.3. Working with audiences (Remarketing 2.0) 1.4. Summary: 2. How to link Google Analytics with Google Ads? 2.1. Instructions on how to grant administrator access in Google Analytics: Instr

Frequently Asked Questions

How can I learn more about this topic?

We recommend exploring other articles on our blog and official documentation. Our content is regularly updated to reflect the latest changes in 2026.

Can I get a consultation?

Yes, you can reach out to our team for a free consultation through the contact form on our website. We’ll help you find the best solution for your business needs.

Are there free tools available?

Most tools described in this article offer free plans or trial versions. Check the pricing section in the article for detailed information.

What Linking Google Analytics and Google Ads Gives You

Conversion import — GA4 key events (leads, purchases) become conversions in Google Ads, and Smart Bidding algorithms learn from them.
Remarketing audiences — GA4 segments (e.g. “added to cart but did not purchase”) become available for campaign targeting.
Post-click behaviour — reports show what ad visitors actually did: time on site, pages viewed, where they dropped off.

Step-by-Step for GA4

Open Admin → Product links → Google Ads links, click “Link”, choose your Google Ads account and confirm. You need the Editor role in GA4 and Admin access in Google Ads under the same login. Keep auto-tagging enabled — it passes the gclid parameter that lets both systems match clicks to sessions.

Common Mistakes

Double-counted conversions — when the Google Ads tag and the imported GA4 event are both set as primary. Keep only one source as primary and switch the other to secondary.
Auto-tagging disabled — without gclid, ad traffic lands in GA4 without attribution and conversion import will not work.
Insufficient permissions — the link option is not visible unless the user has the required roles in both systems at the same time.