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How To Link Your AdWords and Analytics Accounts

May 25, 2012, 07:45 AM | Published under Google AdWords by Andy Meng

One of the most annoying problems with Google Analytics is that straight out of the box, it does not properly share data with AdWords. You'd think that since both Analytics and AdWords are Google products, they'd "talk to each" other and pass data freely back and forth, but that's actually not the case.

If you've ever pulled up your Google Analytics reports and drilled down to the Traffic Sources => Search => Paid report, you may be annoyed to find that if you're running AdWords, you won't be able to see the keywords that your visitors are using to find your website, and instead you all you see a totally useless "(not set)" link. This is maddeningly frustrating because you're paying for these visitors, so you should be able to see the search terms they're using.

Well, technically, you already can see that data, but only via your AdWords reports, and not your Analytics reports. Here's how you can connect BOTH accounts so they share data properly. Just follow the steps below:

Connecting Google AdWords to Google Analytics

google analytics screenshot

Step 1: Go to your analytics account and take a look at the "paid search" section to see the keywords people are using for your AdWords. If you see your keywords there, great—you're set to go and don't need any help. However, if you see a completely worthless "(not set)" notice, continue on to Step 2. Google AdWord

Step 2: Go to your AdWords account, and click on the "Tools and Analysis" button, then click on "Google Analytics."AdWords Admin Snapshot

Step 3: Find the website in Analytics you want to attach to to the AdWords account and click on it. (Example: if you're in the AdWords account for www.infront.com, find www.infront.com here in this dropdown list and click on it).Google AdWords How to Pick

Step 4: Click on the "Old Version" button towards the top right of the page.Google Analytics Screen Capture

Step 5: Click the "Analytics Settings" link toward the top left of the page.Google Account Setup

Step 6: Find the website you want (again) and click on it (again).Google Adwords - Analytics Setup

Step 7: Believe it or not, you've gotta click on your website link one more time.AdWords Setup

Step 8:  If you can see the "link accounts" button, that means your accounts aren't properly linked, hence, you're not seeing the data you want and that's why you're reading this post in the first place. Click on "Link Accounts."Adwords and Analytics Final Step

Step 9:  A box will pop up, so when you see it, click on "0 Profiles Selected" and a drop-down menu will appear.AdWords In Analytics

Step 10:  On the dropdown menu, click on your website (yet again), and the drop-down will disappear. Then click "Save."Image of Linking Success

Step 11:  Ta dah! You've done it! If you see the green checkmark, that means you're set to go. Give it a day or two, then go back to the same report you first pulled up.

New Keyword Pic

Step 12: You know that report with with the big obnoxious "(not set)" staring you in the face? You should now see some actual keyword data next to it. Hooray! Time to celebrate. You can now track your organic search and paid search data, side-by-side.

That wasn't so hard, now was it? Actually, of course, it was ridiculously hard. It should be done automatically, but isn't. So follow this 12-step program, and you'll be in the money. ;)


About the Author

Andy co-founded Data Made Accessible, the predecessor to Infront Webworks, in 1994. DMA became Infront Webworks in 1999 and Andy presided over the business as his company grew for nearly two decades to become the premier online agency in Colorado Springs. Andy and Joan Meng sold Infront to Matt Palis in April 2011, and Andy remains as the “Director of Business Development” for Infront.

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