How do I link GA4 to Google Ads?

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Applies to: Google Analytics 4 (GA4) and Google Ads
Last updated: May 2025

Problem

You want to connect your GA4 property to your Google Ads account to enable features like conversion tracking, audience sharing, and campaign performance analysis.

Solution

GA4 allows you to link directly to one or more Google Ads accounts. This connection enables the two platforms to share data, so you can view Google Ads performance in GA4 and use GA4 audiences and conversions in your ad campaigns.

Step-by-Step Guide

1. Sign in to Google Analytics

2. Go to Admin Panel

  • Click the Admin gear icon (bottom left corner)
  • Under the Property column, click Google Ads Links

3. Create a Link

  1. Click Link (top right)
  2. Select the Google Ads account you want to link
    • You must be an admin on both GA4 and the Google Ads account
  3. Click Confirm

4. Configure Link Settings

You’ll see a few options:

  • Enable personalized advertising (optional)
  • Enable auto-tagging (recommended)
  • Choose whether to share audiences and conversions

Click Next, review your settings, and click Submit.

5. Verify the Link

Once submitted, you should see the new link listed under Google Ads Links. Data from Google Ads will begin flowing into GA4, and GA4 audiences and conversions will be available in your Google Ads account.

Optional: Use GA4 Audiences in Google Ads

  1. In GA4, go to Admin > Audiences
  2. Create an audience (e.g., “Product Page Visitors”)
  3. This audience will be automatically shared with your linked Google Ads account

You can then use these audiences for remarketing or targeting campaigns.

Optional: Import Conversions from GA4 into Google Ads

  1. In Google Ads, go to Tools & Settings > Conversions
  2. Click New Conversion Action > Import
  3. Select Google Analytics 4 properties (Web or App + Web)
  4. Choose the GA4 events you’ve marked as conversions

Imported conversions will now be available for bidding and tracking in Google Ads.

Notes

  • Linking is non-destructive — you can unlink at any time
  • Conversion lag (time from click to conversion) is common, so allow a few days for full visibility
  • Make sure auto-tagging is enabled in Google Ads for best integration results

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