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Watch the Video Tutorial:
How to use Google Analytics to Optimise your Google Ads Campaigns
**Before you get started**
➡️ Link Google Ads to Google Analytics: https://youtu.be/Q_RnxpJsl2s
➡️ Enable Auto-tagging in Google Ads: https://youtu.be/qGpiPFJAFEQ
Actions to take / Questions to Ask:
📊 Traffic Acquisition report:
▶ Compare current time period with the previous time period
▶ Find which campaigns are performing better or worse vs the previous time period
📊 Landing Pages report:
▶ Find the best and worst performing landing pages (based on the number of Events and Key Event Rate)
📊 Tech Details report:
▶ Compare Desktop vs Mobile vs Tablet Performance
📊 Demographic Details report:
▶ Find the best and worst performing countries, cities and languages (based on the number of Events and Key Event Rate)
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Frequently Asked Questions on using Google Analytics to Optimise your Google Ads Campaigns
Why should I use Google Analytics to optimise my Google Ads campaigns?
Google Analytics gives you deeper insight into user behavior after the click, revealing how visitors interact with your website — how long they stay, which pages they view, and where they drop off. This data helps refine ad targeting, improve landing pages, and boost conversion performance.
How do I connect Google Analytics to Google Ads for optimisation?
Log in to your Google Analytics 4 (GA4) property.
Click Admin (⚙️) → Product Links → Google Ads Links → Link.
Select your Google Ads account and enable Personalized Advertising and Auto-Tagging.
In Google Ads, confirm the link under Tools & Settings → Linked Accounts.
Once linked, Analytics data (like bounce rate, engagement time, and pages per session) becomes visible in Google Ads reports.
Which Google Analytics reports help improve Google Ads performance?
Acquisition → Traffic Acquisition: See which campaigns drive quality sessions.
Engagement → Pages and Screens: Identify which landing pages perform best.
Advertising → Google Ads: Track conversion paths and ROAS.
User Explorer: Analyze user journeys to understand intent and drop-offs.
These insights help refine keywords, ad copy, and targeting for better campaign results.
What are best practices for using Google Analytics with Google Ads?
Use GA4 events as conversions in Google Ads to optimize for valuable actions.
Analyze engagement rate and average session duration to detect poor-quality clicks.
Compare paid vs. organic performance to balance ad spend and SEO.
Segment data by device, region, and audience to identify top converters.
Build remarketing audiences in GA4 (like cart abandoners or engaged users) and sync them with Google Ads.
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