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When Linking a Google Ads Account to Google Analytics, What Is Not Possible?

When Linking a Google Ads Account to Google Analytics, What Is Not Possible?


In the world of digital marketing, data reigns supreme. Marketers strive to gather insights from various sources to fine-tune their strategies and maximize the effectiveness of their campaigns. One powerful integration is the linkage between a Google Ads account and Google Analytics.

This partnership offers a wealth of information that can help marketers make informed decisions. However, like any technology, it comes with its own set of limitations. In this article, we’ll explore the benefits of linking a Google Ads account to Google Analytics, while shining a light on what might not be possible through this integration.

When linking a Google Ads account to Google Analytics, certain data such as impression share and search query details are not seamlessly transferable between the two platforms. These limitations can impact your ability to access specific insights related to ad visibility and keyword performance directly within the integrated interface.

II. Benefits of Linking a Google Ads Account to Google Analytics

When you link your Google Ads account to Google Analytics, you’re opening a door to a treasure trove of insights. Imagine having a comprehensive view of your audience’s behavior, their interaction with your ads, and the subsequent actions they take on your website. This linkage allows you to connect the dots between ad clicks and user behavior beyond the initial click.

You gain access to a rich tapestry of data, including conversion tracking. This means you can analyze which ads are driving real results, whether it’s purchases, sign-ups, or any other valuable action. Furthermore, audience insights become more vivid, enabling you to tailor your campaigns to specific demographics and behaviors. This kind of granularity can significantly enhance your targeting precision.

III. Limitations of Linking a Google Ads Account to Google Analytics

As compelling as the benefits may be, it’s essential to acknowledge that not all data seamlessly flows between Google Ads and Google Analytics. Certain aspects remain siloed. For instance, while you can dive deep into user behavior on your website, you won’t find data related to impression share within this integration. Likewise, the exact search queries that triggered your ads aren’t available.

These limitations can impact your marketing strategies. Without impression share data, you might miss out on insights into the reach of your ads and the potential gaps in your coverage. The absence of search query details could hinder your ability to optimize your keyword targeting effectively.

IV. Workarounds for the Limitations

Although some data gaps exist, resourceful marketers have found workarounds to fill in the blanks. Google Search Console, for instance, provides valuable information about search queries and impression share. While not as seamlessly integrated as Google Ads and Analytics, it remains a viable option for accessing some of the missing data.

Third-party tools also come into play, offering more comprehensive solutions for bridging the data divide. These tools can consolidate information from various sources, painting a more holistic picture of your campaigns’ performance.

However, it’s crucial to note that workarounds come with their own set of challenges. They can introduce complexity into your reporting process and may not always provide a seamless experience. Additionally, relying on external tools may introduce a degree of data lag or potential inaccuracies.

V. Conclusion

Linking a Google Ads account to Google Analytics is a powerful step toward data-driven decision-making. The benefits, from conversion tracking to audience insights, are undeniable. Yet, understanding the limitations of this integration is equally vital.

While certain data, such as impression share and search queries, remains beyond reach, marketers can employ workarounds to gain a more complete perspective. By embracing alternative methods like Google Search Console and third-party tools, marketers can bridge the gaps and make more informed choices.


when does a default analytics session expire?

A default analytics session in Google Analytics expires after 30 minutes of user inactivity or at midnight.

what data is google analytics goals unable to track?

Google Analytics goals cannot track data related to user engagement on external websites or interactions that occur outside of the tracked website.

what is a “metric” in google analytics?

A “metric” in Google Analytics is a quantitative measurement or numerical value that provides specific data about user interactions on a website, such as pageviews, session duration, or conversion rate.

what is a “dimension” in google analytics?

A “dimension” in Google Analytics is a descriptive attribute or characteristic that provides context to the metrics. It helps segment and categorize data, such as user location, device type, or traffic source.

what is the “bounce rate” in google analytics?

The “bounce rate” in Google Analytics represents the percentage of single-page sessions where users enter and exit a website without interacting further. It indicates how engaging the content is and whether users are exploring beyond the initial landing page.

what is not considered a “source” in google analytics by default?

Direct traffic, where users directly type in the website URL or use bookmarks, is not considered a “source” in Google Analytics by default.

what is used to create smart goals?

Smart goals in Google Analytics are created using machine learning algorithms that analyze the conversion data from the website and identify the most relevant and high-quality sessions as potential smart goals.

In the dynamic landscape of digital marketing, knowledge truly is power. By comprehending both the strengths and limitations of linking a Google Ads account to Google Analytics, marketers can optimize their strategies, make informed decisions, and steer their campaigns toward success.