Link Google Analytics to a Google Ads manager account (MCC)

Benefits

After linking Google Analytics and your Google Ads manager account, you can:

• Link all of the Google Ads accounts that you manage to Analytics in one step
• Simplify managing your imported Analytics goals and transactions, remarketing lists and site engagement stats, and exported Google Ads cost data across multiple Google Ads accounts by managing them in one manager account
• Automatically link an account to your Analytics properties when you add it to your manager account

Before you begin

To link your Google Analytics account to Google Ads, you’ll need administrative access to a Google Ads manager account and 'Edit permissions' to a Google Analytics property.

These permissions are only required for the linking process itself. After you've created the link, the permissions can be modified or removed entirely.

Check Google Ads access level Check Google Analytics permissions

Instructions

Link Google Analytics properties to a Google Ads manager account

1. In your Google Ads manager account, click the Admin icon .
2. Click Linked accounts.
3. Under 'Google Analytics (UA)' or 'Google Analytics (GA4) and Firebase', click Details. You'll notice a list of Google Analytics properties to which you have access.
4. Click Details next to the property that you want to link to your Google Ads manager account.
5. You'll notice a list of the views from this property that you can link. There are two settings: If your Google Ads account is used by a Google Ads manager account that has linked to this property, you'll also see a column showing which views are linked to that manager account.
   • Import site metrics: Choose a view from which to import site engagement metrics. While this is optional, we recommend choosing one view that will be used to show site engagement metrics in the Google Analytics reporting columns of all of your managed accounts.
   • Link: Link as many views as you'd like. This will make Google Ads click and cost data available in Analytics, and Analytics goals and transactions available in Google Ads. A different view can always be chosen in individual managed accounts.
6. Click Save.

You can repeat this process for any additional properties that you want to link.

Unlink Google Analytics properties from a Google Ads manager account

After you unlink an Analytics property:

• Session data for Google Ads (such as clicks, impressions and CPC) will still be available in Google Ads reports, but new sessions resulting from clicks in the Google Ads accounts after you’ve removed the property will show in reports as '(not set)'.
• Remarketing lists based on the link will be closed.
• Goals or transactions will no longer be imported from Analytics to Google Ads.

Link multiple Google Ads accounts through Analytics

You can choose to set up your Analytics links through Analytics, linking multiple accounts at once.

When to link multiple accounts through Analytics

• You don't want all of your Google Ads accounts managed by a Google Ads manager account (MCC) linked to a single Analytics property

• You don't want new Google Ads accounts under the manager account to be automatically linked to the same Analytics property

• You don't want to use cross-account conversion tracking, cross-account remarketing or cross-account attributions (Search Funnels)

Learn more about how to Link multiple Google Ads accounts to Google Analytics