when linking a google ads account to google analytics, what is not possible?

In the world of online advertising and analytics, the synergy between Google Ads and Google Analytics is undeniably powerful. It provides marketers with invaluable insights into the performance of their campaigns. However, as with any technological integration, there are limitations. In this article, we’ll delve into the intricacies of linking a Google Ads account to Google Analytics and explore what is not possible in this process.

1. Understanding the Basics

In this section, we’ll start with the fundamentals. It’s crucial to grasp the essentials before diving into the complexities of this integration.

Linking Google Ads to Google Analytics

To kick things off, you need to link your Google Ads account to Google Analytics. This step is vital for tracking and analyzing the performance of your ad campaigns within the Analytics platform.

The Power of Data

When these two platforms are linked, you gain access to a treasure trove of data. You can analyze user behavior, track conversions, and make data-driven decisions to optimize your ad campaigns.

2. What You Can Do

Now that you’ve established the connection, let’s explore what you can achieve with this integration.

Tracking Conversions

One of the most significant advantages is the ability to track conversions seamlessly. You can attribute conversions to specific ad campaigns and keywords, helping you understand what’s working.

Analyzing User Behavior

Google Analytics provides in-depth insights into user behavior on your website. You can see which pages they visit, how long they stay, and what actions they take, all in connection with your ads.

ROI Calculation

With data on ad spend and conversions, you can calculate your return on investment (ROI) accurately. This information is vital for optimizing your ad budget.

3. What’s Not Possible

While the integration between Google Ads and Google Analytics is powerful, there are certain limitations and things you cannot do.

Cross-Device Tracking

Unfortunately, cross-device tracking is not possible with this integration. You can’t trace a user’s journey across multiple devices seamlessly.

Detailed Keyword Data

Google Ads may hide some keyword data, especially if the search volume is low. This limitation can affect the granularity of your analysis.

Attribution Modeling

Advanced attribution modeling, such as data-driven attribution, is not fully supported. You may need additional tools for a more sophisticated attribution analysis.

4. Common Challenges

In this section, we’ll address some common challenges that marketers face when integrating Google Ads with Google Analytics.

Discrepancies in Data

It’s not uncommon to encounter minor discrepancies in data between the two platforms. Understanding the reasons behind these differences is essential.

Setting up Goals

Configuring goals and events correctly in Google Analytics can be challenging for beginners. We’ll provide tips to streamline this process.

Data Sampling

With large datasets, Google Analytics may apply data sampling, which can affect the accuracy of your reports. We’ll discuss strategies to mitigate this.

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Can I link multiple Google Ads accounts to a single Google Analytics property?

Yes, you can link multiple Google Ads accounts to one Google Analytics property. This is helpful for businesses managing multiple campaigns or brands.

Is it possible to track offline conversions with this integration?

No, tracking offline conversions directly through this integration is not possible. You’ll need to explore third-party solutions for this.

How often does data sync between Google Ads and Google Analytics?

Data typically syncs within a few hours, but it can vary. For real-time data, you may want to explore other reporting options.

Can I link historical data from Google Ads to Google Analytics?

Unfortunately, historical data cannot be linked retroactively. The integration starts tracking data from the moment it’s set up.

Are there any additional costs associated with this integration?

No, linking Google Ads to Google Analytics is free of charge. However, keep in mind that both platforms may have their individual costs based on your usage.

What if I want to unlink my accounts in the future?

You can unlink your Google Ads account from Google Analytics at any time. This action will stop data sharing between the two platforms.


In the realm of digital marketing, the synergy between Google Ads and Google Analytics is a game-changer. It empowers marketers with insights that drive better decision-making. While there are limitations to what you can achieve, the benefits far outweigh the drawbacks. By understanding these limitations and leveraging the strengths of this integration, you can supercharge your advertising efforts and achieve remarkable results.

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