Google Analytics 4 (GA4) has replaced Universal Analytics (UA). Starting on July 1, 2024, you will lose access to Universal Analytics data in your account, the API, and in Google Ads. If you haven't completed the migration, go to the Setup Assistant to get started with Google Analytics 4.
This article shows you how to link your Google Optimize and Google Ads accounts.
About Google Optimize
Every user is unique and your website should address their individual tastes. Google Optimize enables you to run website experiments to determine the optimal experience for each group of users.
Integrating Google Ads with Optimize
Integrating Google Ads with Google Optimize allows you to easily target experiments and personalized experiences to specific ads and keywords. You can personalize your existing web pages to match each of your users' intents based on the campaign they clicked on or the keywords that triggered the ad.
Permissions
To link Google Ads and Optimize, you need a Google Account with administrative access to Google Ads.
Instructions
Step 1: Link Google Ads to Analytics
The first step is to link Google Ads to Analytics. Follow the directions for either Google Ads or Analytics.
Step 2: Enable Optimize sharing
After Google Ads and Analytics are linked, you can enable Google Ads for Optimize. Choose an option below based on your Google Ads account type.
Option 1 – Google Ads individual account
To turn on Optimize sharing from a Google Ads individual account, follow these steps:
- In your Google Ads account, click the Admin icon
.
- Click Linked accounts.
- Under "From Google", find "Google Analytics (GA4) and Firebase", then click Details.
- Click the toggle next to "Google Optimize sharing turned off".
Option 2 – Google Ads manager account
To turn on Optimize sharing from a Google Ads manager account, follow these steps:
- Sign in to your Google Ads manager account.
- Click the Tools icon
, then click Data manager.
- Under "Popular products", find "Google Analytics (GA4) & Firebase", then click Details.
- Click the toggle next to "Google Optimize sharing turned off".
Turning on Optimize sharing for a Google Ads manager account enables it for all of its managed accounts. Control over Optimize sharing remains at the individual account level and can be adjusted there.
When an individual Google Ads account is added to a manager hierarchy, it retains its individual Optimize sharing setting. You can turn on Google Optimize sharing for the new Google Ads accounts by returning to the Analytics linked accounts page above.
Step 3: Link Optimize to Analytics
The final step is to verify that your Optimize container is linked to the same Analytics property that you linked to from Google Ads in Step 1. This is usually done when setting up an Optimize container. Learn how to Link Optimize to Analytics.
Disabling Optimize sharing
To disable Optimize sharing, you must have administrative access to a Google Ads account.
- In your Google Ads account, click the Admin icon
- Click Linked accounts.
- Under "From Google", find "Google Analytics (GA4) and Firebase", then click Manage and link.
- Click the toggle next to "Google Optimize sharing turned on".
When you turn off Optimize sharing, Optimize experiments targeting ads or keywords from the affected Google Ads account stop including new users. While an affected experiment continues to run, experiment sessions will still be counted for users who were first included in the experiment when the sharing was turned on. An affected experiment's targeting configuration in Optimize will no longer display the names or statuses of the targeted Google Ads entities.
Related links
Optimize Related links
- Using Google Analytics and Google Ads together
- Link Optimize to Analytics (Google Optimize help center)
- Link/unlink Google Ads and Analytics (Google Analytics help center)
About Product Linking
- About the “Linked accounts” page and Product Linking
- Product Linking: Link your Google Products during the Enhanced Onboarding Experience
Google Products
- Product Linking: Link your Google Business Profile to Google Ads
- Product Linking: Link Ads Creative Studio and Google Ads
- Product Linking: Link Ads Data Hub and Google Ads
- Product linking: Link Google Analytics 4 properties and Google Ads
- Product Linking: Link Hotel Center and Google Ads
- Link a Google Ads account to Merchant Center
- Product Linking: Link Google Marketing Platform and Google Ads
- Product Linking: Linking Google Play and Google Ads accounts
- Product Linking: Link Search Console and Google Ads
- Product Linking: Link YouTube channels and Google Ads accounts
Google Partners
- Product Linking: Link Customer Match partners and Google Ads
- Product Linking: Link to Hubspot via Zapier
- Product Linking: Link Salesforce and Google Ads accounts
- Product Linking: Link Shopify to Google Ads
- Product Linking: Link Zapier and Google Ads
- Product Linking: Link Zapier during campaign creation
