Maximizing Performance: Connecting Google Ads with GA4 - Complete 2023 Tutorial

Aug 1, 2023

Maximizing Performance: Connecting Google Ads with GA4 - Complete 2023 Tutorial


In the rapidly evolving landscape of data analytics, businesses face a significant transition as Google Analytics 3 (GA3) reaches its sunset. As GA4 takes center stage with its advanced features and capabilities, businesses relying on Google Analytics for strategic decision-making encounter new challenges. Amidst these changes, Universal Analytics Vault emerges as a trailblazer, bridging the gap between GA3 and GA4 and offering a seamless data transition. This blog presents a step-by-step guide to linking Google Ads to Google Analytics 4, underscoring the importance of this integration in 2023.

Why Link Google Ads to Google Analytics 4 Now? 

With the sunsetting of Google Analytics 3, it's crucial for businesses to swiftly adapt to the data analytics era represented by Google Analytics 4. Failing to make this shift can result in the loss of valuable historical data from GA3, depriving businesses of essential insights. Transitioning to GA4 is essential as it offers enhanced cross-platform tracking, deeper customer insights, and a robust user-centric approach to data analysis. By linking Google Ads to GA4, businesses can unlock a wealth of new opportunities and data-driven strategies.

Step-by-Step Guide: How to Link Google Ads to Google Analytics 4 (GA4)

Step 1: Access Your Google Analytics 4 Property 

Log in to your Google Analytics account and navigate to the GA4 property you want to link with Google Ads. Ensure you have appropriate permissions for both Google Analytics and Google Ads accounts.

Step 2: Set Up Google Ads Linking in GA4 

In your GA4 property, click on the "Admin" option in the bottom left corner. Under the "Property" column, select "Data Streams." Click on the "+Add Data Stream" button and choose "Web."

Step 3: Configure Web Data Stream 

In the configuration menu, provide relevant information for your data stream, including your website URL, data stream name, and select "Google Ads" as the data source. Configure other settings as per your preferences and click on the "Create stream" button.

Step 4: Enable Auto-Tagging in Google Ads 

For successful data integration, ensure auto-tagging is enabled in your Google Ads account. Sign in to your Google Ads account and navigate to "Settings" > "Account Settings." Under "Tracking," check the box next to "Auto-tagging" and click "Save Changes."

Step 5: Link Google Ads and GA4 

Return to your Google Analytics 4 property. In the "Data Streams" section, find your newly created data stream for Google Ads and click on the "Link" option. Follow the instructions to complete the linking process between Google Ads and GA4.

Step 6: Verify the Link 

After linking is complete, thoroughly verify data synchronization between Google Ads and GA4. Test various aspects, including conversions, events, and user interactions, to confirm seamless integration.

The Role of Universal Analytics Vault in Navigating the GA3 to GA4 Transition 

As businesses navigate the challenges of the GA3 to GA4 transition, Universal Analytics Vault serves as a reliable ally. With a unique offering that consolidates GA3 and GA4 data into a single dashboard, Universal Analytics Vault ensures uninterrupted data-driven decision-making by maintaining access to historical data.

Uncompromised Analytics Solution with Universal Analytics Vault: 

Universal Analytics Vault's team of expert data analysts and engineers specialize in data blending, ensuring a smooth transition from GA3 to GA4. Leveraging their expertise, businesses can seamlessly link Google Ads to GA4, empowering them to harness the full potential of GA4's advanced features and capabilities.


As Google Analytics 3 sunsets, the integration of Google Ads with Google Analytics 4 becomes more critical than ever. Swiftly adapting to GA4's advanced analytics capabilities is essential for businesses. Universal Analytics Vault offers a tailored solution, enabling businesses to smoothly navigate the data transition while retaining access to historical data. Embrace the provided step-by-step guide and rely on Universal Analytics Vault's expertise to unlock the power of data for smarter decision-making in 2023 and beyond.