Link a Google Analytics 4 property or Firebase project to Google Ads

This article is about linking a Google Analytics 4 property to your Google Ads account. Google Analytics 4 properties were known as “App + Web properties” during the beta period. Google Analytics 4 properties are available for all accounts, and are now the default when you create a new property, whether you plan to use it for a website, an app, or both.

Google Analytics 4 properties are different from Universal Analytics (the previous generation of Google Analytics) properties. Learn more about linking Universal Analytics properties to Google Ads.

If you have a Google Analytics 4 property or Firebase project, you can link the property or project to your Google Ads account. After you link a Google Analytics 4 property or Firebase project to Google Ads, you can:

  • Import conversions, audiences, and app conversion event data (for example, parameters).
  • See how campaigns drive app installs and in-app actions for your Android and iOS apps, and visits and on-site behavior for your website.

Before you begin

Use a Google Account that has the following permissions:

  • In Google Ads, the Google Account needs administrative access to a Google Ads account (or a Google Ads manager account). You should also set up auto-tagging in the Google Ads account.
  • If you’re linking to a Firebase project, the Google Account needs to be an owner of the Firebase project that you want to link.
  • If you’re linking to a Google Analytics 4 property, the Google Account needs “Edit” permissions in the corresponding Google Analytics property.
When you upgrade your Firebase project to a Google Analytics 4 property, your Firebase links with Google Ads are migrated to your new Google Analytics 4 property automatically.

Unlinking properties from a Google Ads account

You can unlink your Google Ads account from a Google Analytics 4 property or Firebase project at any time. To unlink, you’ll need administrative access to the Google Ads account. After you unlink:

  • Google Ads and the previously linked properties will stop sharing data.
  • Google Ads will stop importing conversions from previously linked properties, and new users won't be added to connected remarketing lists.
  • You'll still be able to see previously shared data in both Google Ads and Google Analytics or Firebase.

Keep in mind

If your Google Ads account is managed by a manager account, any data the manager account imports from Google Analytics or Firebase will be available to you (as specified by the manager account). If the manager account unlinks from Google Analytics or Firebase, new data won’t be available, but you will still see previously shared data.

Instructions

Link a Google Analytics 4 property or a Firebase project to Google Ads

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the upper right corner of your account.
  3. Under "Setup", click Linked accounts.
  4. In the “Google Analytics (GA4) and Firebase" card, click Details. If you have “Edit” access to Google Analytics 4 properties or you’re an owner for Firebase projects, a table that shows all available properties and projects appears.
  5. Find a Google Analytics 4 property or a Firebase project in the table, then click Link.
    • To check which apps are associated with a project, click the down arrow to the left of the project name.
  6. In the confirmation window, click Link.
    • (Optional) To share your Google Analytics audiences or Firebase conversion parameters with Google Ads, click the toggle next to “Import Google Analytics audiences after linking (recommended)” before you click Link. You can also change this setting at any time in Google Analytics directly.

If your Google Ads account is managed by one or more manager accounts, the “Accounts” column shows which of your manager accounts are linked to a Google Analytics 4 property or a Firebase project.

  1. If the Google Ads account is managed by multiple manager accounts (for example, by a sub-manager and a manager account), the main manager account will be displayed in the “Accounts” column.
  2. If a Google Analytics 4 property or a Firebase project is linked to your Google Ads account and not linked to a manager account, you’ll see a hyphen (“-”) in the “Accounts” column.

Unlink a Google Analytics 4 property or a Firebase project from Google Ads

  1. Sign in to your Google Ads account.
  2. Click the tools icon in the upper right corner of your account.
  3. Under "Setup", click Linked accounts.
  4. In the “Google Analytics (GA4) and Firebase" card, click Details.
  5. Find the Google Analytics 4 property or the Firebase project in the table, then click Unlink.
  6. Click Unlink again to confirm.

Having trouble?

Fix a linking issue

If you need more help with Google Analytics in Google Ads, contact us.

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