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Linking Adwords to Analytics

Up to only a short while ago you were only able to link up one AdWords account with your Google Analytics account. This was a rather short sighted move on Google’s behalf as it limited the ability for marketers to track the quality of the post click experience for the traffic that they were driving to the sight, and reducing the overall effectiveness of the campaigns through the inability to track the post click experience other than through conversion tracking.

Multiple AdWords accounts isn’t a standard thing for a website, but when you start producing complex campaigns and are wanting to better manage your budget allocations and performance there is no better way than creating multiple accounts, each with their own defined purpose.

While admittedly there was a way to track multiple campaigns and accounts from multiple AdWords accounts previously (through UTM code) this was rather unwieldy, and far from a perfect solution – especially when you wanted to get down to a keyword level analysis.

Recently through Google has just updated both their AdWords and Analytics platforms and we now have the ability to track multiple AdWords accounts through a single Analytics account. It’s relatively easy to do, and is done directly out of AdWords – the same method applies for linking a single Adwords Account to an Analyitcs account.

The instructions are as follows:

1. Go to the ‘Tools and Analysis’ tab at the top of AdWords, and then the ‘Google Analytics option under it.

2. When you arrive in Analytics – with the new Analytics layout you will see a cog on the top right. Click on it.

3. Click on the analytics account name that you are wanting to hook up your AdWords with.

4. Click on Data Sources.


5. And finally press Link Accounts.

And there you have it, a successful link up. If you are wanting multiple AdWords account linked, just go into the next AdWords account and follow the same process.

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1 Comment

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