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

When it comes to digital marketing, linking a Google Ads account to Google Analytics can provide invaluable insights into campaign performance and user behavior. However, it's essential to understand the limitations of this integration. In this article, we will explore what is not possible when linking a Google Ads account to Google Analytics and shed light on the functionalities you need to be aware of. Let's dive in!

Cross-Account Linking :

One limitation of linking a Google Ads account to Google Analytics is the inability to link multiple Google Ads accounts to a single Google Analytics property. If you manage several Google Ads accounts for different clients or campaigns, you won't be able to consolidate their data within a single Google Analytics view. To overcome this limitation, you may need to explore alternative solutions like using separate Google Analytics properties for each Google Ads account or utilizing third-party tools for consolidated reporting.

Remarketing Lists:

When linking Google Ads to Google Analytics, you might expect to create remarketing lists based on user behavior captured by Google Analytics. However, this functionality is not available. Remarketing lists in Google Ads can only be built using Google Ads data, limiting your ability to leverage the detailed insights provided by Google Analytics. To overcome this limitation, consider using Google Analytics audiences for advanced segmentation and importing them into Google Ads for remarketing purposes.

Custom Variables:

Another limitation lies in the inability to pass custom variables or parameters from Google Ads to Google Analytics. Custom variables allow you to track and segment data based on specific dimensions or attributes unique to your business or marketing campaigns. Unfortunately, when linking the two platforms, you won't be able to use custom variables originating from Google Ads within your Google Analytics reports. Instead, rely on the available Google Ads dimensions and metrics for analyzing your advertising performance.

Cost Data Import:

While Google Analytics provides a wealth of information about user behavior and website performance, it lacks the ability to import cost data directly from Google Ads. This means you won't be able to view advertising costs alongside website engagement metrics within your Google Analytics reports. To bridge this gap, you can export cost data from Google Ads and import it manually into Google Analytics or leverage third-party tools that offer automated cost data integration.

Conversion Attribution:

When it comes to conversion attribution, linking a Google Ads account to Google Analytics introduces limitations. While Google Ads uses its attribution model to assign conversions to specific campaigns and keywords, Google Analytics employs its own attribution model based on the last non-direct click. Consequently, the attribution data you see in Google Ads and Google Analytics may not align perfectly, which can impact campaign optimization and decision-making. It's crucial to understand these discrepancies and adjust your analysis accordingly.

Conclusion :

Linking a Google Ads account to Google Analytics offers valuable insights for digital marketers. However, it's important to be aware of the limitations this integration entails. Cross-account linking, remarketing lists, custom variables, cost data import, and conversion attribution are some functionalities that are not possible or may have discrepancies between the two platforms. By understanding these limitations, you can make informed decisions, devise effective strategies, and maximize the potential of both Google Ads and Google Analytics in your digital marketing endeavors.