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Setting Up Google Analytics For Google Ads: A Step- by Step Guide

[/vc_column_text][/vc_column][/vc_row][vc_row bg_type=”grad” bg_grad=”background: -webkit-gradient(linear, left top, left bottom, color-stop(0%, #E3E3E3), color-stop(92%, #B5B5B5));background: -moz-linear-gradient(145deg,#E3E3E3 0%,#B5B5B5 92%);background: -webkit-linear-gradient(145deg,#E3E3E3 0%,#B5B5B5 92%);background: -o-linear-gradient(145deg,#E3E3E3 0%,#B5B5B5 92%);background: -ms-linear-gradient(145deg,#E3E3E3 0%,#B5B5B5 92%);background: linear-gradient(145deg,#E3E3E3 0%,#B5B5B5 92%);”][vc_column][vc_column_text]So, you’re all ready to get your Google Grant. You’ve done your research, you’ve set up your Google Ads account, you’ve mastered the Grant Policy… all except for that pesky conversion tracking issue. Without a properly set up and linked Google Analytics account, you’re Google Grant application doesn’t stand a chance.

But have no fear! This guide will walk you through the weaving the intricate Google-Web step-by-step.

We’ll outline 3 Steps: Setting Up A Google Analytics Account, Adding Users To Your Google Analytics Account and Linking Google Ads & Google Analytics. 

We set up Google Analytics linking for two reasons:

1. Linking Analytics and Google Ads enables us to track conversions and user flow paths to exactly where the conversions came from in Google Ads, down to the keyword level. Basic conversion tracking is a prerequisite for the Grant program and better tracking opens up Smart Bidding possibilities.
2. In a Google Grants Management work with nonprofit clients, we send out a monthly Google Grant report which pulls data from Google Analytics and Google Ads. This report details how Google Ads contributes to their overall website traffic in comparison to other sources.

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Step I: Setting Up A Google Analytics account.

(If your organization already has a GA account you can skip to “Step II: Adding Users To Your Google Analytics Account” below)

1. Log into Google Analytics at analytics.google.com using the same gmail account that you used to create your Google Ads account.
2. Click on sign up.
   
3. Fill out the following prompts.
   
4. Once done, click on ‘Get Tracking ID’ at the bottom of the page.
   
5. You will then be assigned a Tracking ID and a snippet of code.You (the client) are responsible for putting the snippet of code (Global Site Tag) on the backend of your website. This will let Google Analytics know which website to pull data from.

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Step II: Adding Users To Your Google Analytics Account.

We want to add two users to the Google Analytics account:

1. Connectad.analytics2@gmail.com as a user with all permissions except for manage users.
2. Your nonprofit’s email address that has the Google Ads account under it (ex. info.yournonprofit@gmail.com) as a user with all permissions including manage users.

Note: The ‘Manage Users’ permission allows a user to add/delete users to the Google Analytics account.

a) Confirm you have the correct analytics account.

Log into your account at analytics.google.com. When you’re there, make sure that you see data about your visitors. If everything is showing 0 sessions, you’re most likely in the wrong account. You can also confirm you are in the correct account by going to the website you would like to track, right-clicking and selecting “View Source” and then searching for the analytics code in the form UA- XXXXXXXX. This 8 digit number should match the one seen in your Google Analytics account.

b) Click on the “ADMIN” gear icon in the bottom left hand corner, then navigate to “USER MANAGEMENT” under the property header. If you don’t see this option, ensure that you are logged in through an email with “Manage Users” permissions.

c) In the property permissions pop-up window, you’ll see a list of users and their permissions level. Click the blue plus sign in the top right corner and select “Add Users”

d) Enter analytics2@gmail.com and check all the boxes except manage users and click the blue add button in the top right corner.

e) If the gmail address associated with your Google Ads account is not already an administrator on your analytics account, repeat this process with that email but this time check all the boxes including manage users.

Note: You will not be able to link your Google Ads and Google Analytics accounts unless this step is implemented correctly.[/vc_column_text][/vc_column][/vc_row][vc_row el_id=”step-3-linking”][vc_column][vc_column_text]

Step III: Linking Google Ads & Google Analytics

Using your nonprofit’s email associated with the Google Ads account, log into Google Analytics at analytics.google.com. Here, we’ll want to enable conversion tracking by linking the Google Analytics and Google Ads accounts so that we can track conversions that come from ads.

1. In the bottom right-hand corner of the screen, click on the gear icon called ‘Admin’.

1. In the second column (‘Property’) under ‘Product Linking’, click on ‘Google Ads Linking’.

(If you don’t see this option, make sure you are logged into analytics through the gmail address that has full administrative permissions to both your Analytics and Ads accounts.)

1. Create a ‘New Link Group’ and input the Customer ID of your Google Ads account. Assign it a name, and turn on the views you’ll want to link to (usually you will link to ‘All Website Data’).

Note: In order for the Customer ID to be added as a new link group, the email associated with the Google Ads account must be an administrator on both the Google Ads and Google Analytics accounts.

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