The Power of Integration: Linking Google Ads and Google Analytics 4 (GA4) - Step-by-Step Guide for Safe Data Transfer in 2023

Aug 1, 2023


As the data analytics landscape evolves rapidly, businesses face a significant transition with the sunsetting of Google Analytics 3 (GA3). Google Analytics 4 (GA4) now takes the spotlight with its advanced features, leaving businesses relying on GA3 in need of a seamless transition to GA4 for strategic decision-making. Amidst these changes, Universal Analytics HQ emerges as a trailblazer, bridging the gap between GA3 and GA4, ensuring a smooth data transition, and empowering businesses with uninterrupted data analytics. This blog provides a step-by-step process to link Google Ads to Google Analytics 4, highlighting its crucial importance in 2023.

Why Link Google Ads to Google Analytics 4 Now More Than Ever? 

With the sunsetting of Google Analytics 3, adapting swiftly to Google Analytics 4 has become imperative. Failure to make this shift can lead to the loss of valuable historical data from GA3, depriving businesses of vital insights. GA4 offers enhanced cross-platform tracking, deeper customer insights, and a robust user-centric approach to data analysis, making the transition essential. 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) 

Follow these simple steps to successfully link Google Ads to Google Analytics 4, embarking on a data-driven journey with enhanced insights and decision-making capabilities:

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 Google Ads to. Ensure you have the necessary permissions for both Google Analytics and Google Ads accounts.

Step 2: Set Up Google Ads Linking in GA4 

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

Step 3: Configure Web Data Stream 

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

Step 4: Enable Auto-Tagging in Google Ads 

Ensure that auto-tagging is enabled in your Google Ads account for successful data integration. Sign in to your Google Ads account, go 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 the newly created data stream for Google Ads and click "Link." Follow the instructions to complete the linking process between Google Ads and GA4.

Step 6: Verify the Link 

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

The Role of Universal Analytics HQ in Navigating the GA3 to GA4 

Transition With the GA3 to GA4 transition challenges looming, Universal Analytics HQ proves to be a reliable ally. Their unique offering consolidates GA3 and GA4 data into a single dashboard, preserving historical data for uninterrupted data-driven decision-making.

Uncompromised Analytics Solution with Universal Analytics HQ: 

Universal Analytics HQ's 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, harnessing the full potential of GA4's advanced features.


As Google Analytics 3 sunsets, integrating Google Ads with Google Analytics 4 becomes more critical than ever. Businesses must act swiftly to embrace GA4's advanced analytics capabilities. With the step-by-step guide and Universal Analytics HQ's expertise, unlock the power of data for smarter decision-making in 2023 and beyond. Transition seamlessly and retain access to historical data with Universal Analytics HQ's tailored solution.