How To Link AdWords & Google Analytics To Enable AdWords Auto-Tagging Tracking

on October 18, 2013 by Search Engine Marketing with 3 comments

The beauty of Google products is just how well they work together. However, many times getting products to speak with each other can be a beast. Every time we set up a new AdWords account we make sure to track via Google Analytics by using the “Auto-tagging” feature in AdWords. This allows for full data by campaign/ad group/dayparting/placement/position and so much more — if you aren’t using auto-tagging, you’re doing AdWords wrong.

However, Google’s internal help has been less than desirable of late and training new team members has been a hands-on process for us. Until today. This guide will show you how to quickly implement auto-tagging while tying Google Analytics and AdWords together as a team.

What You Need:

  • Admin access for the Google Analytics Account
  • Either Standard or Client Manager Google AdWords Account Access

Steps To Follow:

Head over your your preferences page in Adwords (click on the account settings button inside of the gear on the upper right side). You’ll then look for the Auto-tagging button that should be turned on to ‘Yes’:


Next you’ll need to head over to Google Analytics and click on the “Admin” button in the upper right. You’ll then see the various accounts you have access to. Choose the proper account and click on the “AdWords Linking” button. Note: You will need to have admin access to do this:


Once clicked, you’ll add in the AdWords account of your choosing if you don’t already see a linked account. Simply click on the “New Link” button:


You will now see your account (or a handful of accounts if you have a MCC)  show up. You can quickly choose the account from the list that you’d like to tie to Google Analytics. If you don’t see your AdWords account that you’d like to link, your Google account doesn’t have both access to the client’s AdWords and Analytics account. You will need to have the account you are currently using in Analytics given access to the Google AdWords account to continue.


Once you’ve selected the AdWords account, you’ll need to line up the views (formerly known as profiles) as well. Click the view that you’d like to use (we’d recommend your master view) and proceed:


Congrats! You’ve now successfully linked your accounts! It’s time to start collecting your AdWords data in all of its data-filled glory. To see your data in GA, look under the Acquisition tab for the AdWords dropdown:


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Greg Finn

Greg is the director of marketing at Cypress North. He has been managing internet marketing campaigns for more than seven years and is a certified Google AdWords partner in search advertising. Greg has been both a speaker and moderator at SMX, the world's leading search engine marketing conference, and is also a contributing editor and regular writer at SearchEngineLand and MarketingLand.


  • me
    on March 19, 2014 Reply

    what if I don’t have that “link addwords” link

    • Greg Finn
      on March 19, 2014 Reply

      Can you confirm that the account you are using Analytics with also is the account that set up AdWords?

  • robert
    on October 9, 2014 Reply

    do we need to link to GA for autotagging to work and see data in GA?

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