How to link GA4 to Google Ads on Google Analytics

beginner 8 min read Updated 2026-03-18

Quick Answer

Link GA4 to Google Ads by accessing the Admin section in GA4, navigating to Google Ads Links, and creating a new connection with your Google Ads account. This integration enables enhanced conversion tracking and audience sharing between platforms.

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Prerequisites

Active GA4 property with admin access
Google Ads account with admin privileges
Both accounts using the same Google account email
GA4 property must have data collection enabled

Step-by-Step Instructions

Access GA4 Admin Settings

Log into your Google Analytics account and select your GA4 property. Click the Admin gear icon in the bottom left corner of the interface. Ensure you're in the correct GA4 property by checking the property name at the top of the page.

Make sure you have admin access to both GA4 and Google Ads accounts before starting

Navigate to Google Ads Links

In the Admin panel, under the Property column, scroll down and click on Google Ads Links. This section manages all connections between your GA4 property and Google Ads accounts.

Create New Google Ads Link

Click the Link button (blue button) at the top right of the Google Ads Links page. If you don't see any Google Ads accounts listed, click Choose Google Ads accounts to link to refresh the available accounts.

If no Google Ads accounts appear, verify you're logged in with the same Google account that has access to both platforms

Select Google Ads Account

Choose the Google Ads account you want to link from the list of available accounts. Check the box next to the account name, then click Confirm. You can link multiple Google Ads accounts if needed by selecting additional checkboxes.

Link only the Google Ads accounts you actively manage to keep your data organized

Configure Link Settings

On the link configuration page, toggle Enable auto-tagging to automatically add tracking parameters to your ads. Enable Import Google Ads data to see Google Ads metrics in GA4 reports. Optionally enable Personalized advertising for enhanced remarketing capabilities.

Auto-tagging is essential for accurate conversion tracking and should generally be enabled

Set Up Conversion Actions

In the Import conversions from Analytics section, select which GA4 events you want to import as Google Ads conversions. Choose events like purchase, generate_lead, or custom events that represent valuable actions. Click the toggle next to each event you want to import.

Only import conversions that are meaningful for your advertising goals to avoid cluttering your Google Ads data

Complete the Link Setup

Review your link settings and click Submit to create the connection. The link status will show as Linked once successful. Click Done to return to the Google Ads Links overview page where you can see all active connections.

Data synchronization between GA4 and Google Ads may take up to 24 hours to begin

Verify the Connection

Go to your Google Ads account and navigate to Tools & Settings > Linked accounts. You should see your GA4 property listed under Google Analytics (GA4) & Firebase. In GA4, check the Advertising reports section to confirm Google Ads data is appearing.

If data isn't appearing after 48 hours, check that auto-tagging is enabled and campaigns are active

Common Issues & Troubleshooting

Google Ads account not appearing in the link list

Verify you're signed in with the same Google account that has admin access to both GA4 and Google Ads. Try refreshing the page or clearing browser cache, then check account permissions in both platforms.

Auto-tagging conflicts with existing UTM parameters

Enable Allow manual tagging (UTM values) to override auto-tagging in Google Ads account settings under Account Settings > Auto-tagging. This prevents conflicts between manual UTM tags and auto-tagging.

Conversion data not importing to Google Ads

Check that your GA4 events are marked as conversions in GA4 under Admin > Events > Mark as conversion. Verify the events have sufficient volume (at least 15 conversions in 30 days) and wait up to 48 hours for data to sync.

Link shows as 'Pending' or 'Failed' status

Ensure you have admin permissions in both accounts and try unlinking then relinking. Check for any account suspensions or policy violations in Google Ads that might prevent linking, and verify billing is set up correctly.

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