How to Connect GA4 with Google Ads: Full Step-by-Step Guide
Linking Google Analytics 4 (GA4) with Google Ads gives you deeper insights into user behavior, better audience targeting, and improved ad performance. Follow this guide to successfully connect the two platforms in just a few minutes.

✅ Why Link GA4 with Google Ads?
Track how ads drive on-site actions (like purchases or form submissions).

Build and import remarketing audiences from GA4 into Google Ads.

Import GA4 conversions into Google Ads for smarter bidding.

🛠� Step-by-Step: Link GA4 to Google Ads
🔹 Step 1: Open Google Analytics (GA4)
Go to https://analytics.google.com/

Select your GA4 property

Click the gear icon in the bottom-left (Admin panel)

🔹 Step 2: Go to Google Ads Links
Under the Property column, click "Google Ads Links"

Click the blue "Link" button

🔹 Step 3: Choose Your Google Ads Account
Select the Google Ads account(s) you want to link.

If it doesn't show, make sure you're logged in with access to both GA4 & Google Ads (Editor/Admin access required).

Click "Next"

🔹 Step 4: Configure Link Settings
You'll see several toggles:

Enable Personalized Advertising (recommended): Allows audience sharing and ad personalization.

Enable Auto-Tagging (recommended): Automatically tags ads for GA4 tracking.

Click "Next"

🔹 Step 5: Review & Submit
Review your settings

Click "Submit"

✅ Success! Your GA4 property is now linked to Google Ads.

📥 Step 6: Import GA4 Conversions into Google Ads (Optional but Recommended)
In Google Ads:
Go to Tools & Settings → Conversions

Click the "+ New Conversion Action"

Choose "Import" > "Google Analytics (GA4)"

Select the conversions/events (e.g., purchase, form_submit) you want to track

Click "Import and Continue"

These conversions will now be visible in your Google Ads account for tracking and bidding.

🎯 Step 7: Use GA4 Audiences in Google Ads
If you've set up audiences in GA4 (e.g., "Add to Cart but no Purchase"):

They will automatically be available in your Google Ads > Audiences section (after linking).

You can now target or exclude these users in your campaigns.

📊 Step 8: Analyze Campaign Performance in GA4
In GA4:

Go to Reports > Acquisition > Traffic acquisition

Use "Session source/medium" or "Session campaign" to analyze ad performance

Create custom exploration reports for deeper analysis

🧠 Pro Tips
Tip   Why It Matters
🎯 Use custom event tracking in GA4   Track deeper conversions (e.g., button clicks, scrolls)
🧑�💻 Link Google Search Console too   Get organic + paid insight in one place
📆 Wait 24–48 hours   Some data takes time to sync across platforms
🔄 Regularly update audiences   As user behavior changes, keep audiences relevant

❓ Troubleshooting
Issue   Fix
Can't see Ads account   Make sure you have Editor/Admin access to both
Conversions not importing   Recheck if GA4 events are marked as Conversions
Audience not showing   Confirm you toggled on "Enable Personalized Advertising"

🚀 You're Ready to Go
Linking GA4 to Google Ads unlocks better targeting, smarter bidding, and clearer ROI. It's essential for any business serious about digital performance.