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Why You Should Link Google Analytics to Google Ads

As a business owner, there’s a good chance Google Ads and Google Analytics are two of your best friends.

Both platforms are insanely valuable when it comes to digital marketing. Google Ads tracks clicks on ads, while Google Analytics provides insight on what happens after the click.

Together, these platforms can shed light on what is (and isn’t) working in your digital marketing efforts.

*record scratch*

Let’s back up a second. Did you notice how we said… together?

We’re talking about linking Google Ads and Google Analytics, a.k.a. one of the best things you can do for your business. And if you don’t link them? You’ll be missing out on seriously valuable visitor data.

John Moran, Senior Client Strategist at Solutions 8, explains it all in this YouTube video.

Why You Should Link Google Analytics to Google Ads

Google Ads and Google Analytics: The Perfect Digital Marketing Duo

When you link other types of Google assets (like Google Analytics) into Google Ads, you’re literally feeding extra information into Ads.

And in the case of Google Analytics, this means you can import additional metrics into your Google Ads account:

  • Bounce rate
  • Pages per session
  • Average session duration (in seconds)
  • Percentage of new sessions

With these numbers in place, you’ll get a more holistic picture of how customers are interacting with each keyword.

You can then leverage the data to dictate your bidding strategy, keyword development, or negative keywords—just to name a few.

In other words, Google Analytics and Google Ads are a match made in digital marketing heaven.

Why You Should Link Google Analytics to Google Ads

How Linking Google Analytics to Ads Improves Your Keyword Strategy

As mentioned earlier, feeding Analytics metrics into Ads offers a complete look at customer behavior for each keyword.

This allows you to make quality, valuable decisions regarding those exact keywords.

Remember, you’ve dedicated a daily ad spend to all the keywords in your campaign. So, anytime you can find one that’s not yielding good results, it’s like striking gold.

It basically gives you the green light to remove the keyword and use that ad spend for other keywords—that are performing better—in that campaign.

To put things into perspective, imagine you’re spending $50 on a “good” keyword and $50 on a “bad” one. Wouldn’t you want to spend $100 on the good keyword… and totally ditch the bad?

We think we know the answer to that one.

The thing is, you’ll need a lot of data to make that decision; connecting Google Analytics to Ads can give you just that.

Why You Should Link Google Analytics to Google Ads

Solutions 8 can link your Analytics with Ads—and handle the data from there.

It’s one thing to link Google Analytics with Google Ads. It’s another, however, to know how to interpret and utilize the information.

Solutions 8 has your back. As an experienced squad of digital marketers, we can read the additional data and determine if your campaign is living up to its spend value. From there, we’ll use those metrics to adjust your campaign in a way that makes the most sense.

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Have questions? Contact Solutions 8 today. You can also subscribe to the Solutions 8 YouTube channel for even more helpful Google Ads videos.

Read our Guide to Choosing the Best Google Ads Agency for Free!


Patience is the former director of marketing and communications for Solutions 8. A phenomenal content writer, copywriter, editor, and marketer, she has played a prominent role in helping Solutions 8 become an authority in the Google Ads space. Patience is also the co-author of The Ultimate Guide to Choosing the Best Google Ads Agency and You vs Google.

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