This is a guide to setting up Littledata’s Google Ads connection, which links one or more Google Ads accounts with Google Analytics.

Ecommerce sites use the automated connection to:

  • Eliminate manual imports and exports of ad cost data and conversions
  • See the complete user journey in Google Analytics
  • Report on Goals and Ecommerce transactions in Google Ads
  • See detailed shopping funnel metrics in Google Ads
  • Set up more complete remarketing audiences (enable Littledata’s defaults or create your own)

Before you begin

Note: To enable the connection, you will need the right permissions in both Ads and Analytics.

Before starting the connection process, please make sure that:

  1. You have Edit permissions in Google Analytics
  2. You have Admin access in Google Ads

Not sure if you have correct permissions? Here’s more info about user permissions in Google Ads and user permissions in Google Analytics.

If you have the right permissions listed above and have confirmed that the Ads account you want to link to Analytics hasn’t already been linked manually, then you can proceed with the steps below to set up the automated connection.

How to enable the Google Ads connection from your Littledata dashboard

Step 1Login to your Littledata account. If you don’t have an account yet, you can start a free trial or ask a current account holder to add you as a team member.

Step 2. Go to the Connections tab in your Littledata dashboard. Click CONNECT on the Google Ads to Google Analytics connection.

Step 3. Click Authorize, then click NEXT.

Step 4. Choose the Ads account(s) you want to link

Step 5. You can opt for Littledata to add four audiences for you to use in Ads campaigns. If you want to skip this step and set up audiences yourself, hit Skip:

Step 6. In order to set up audiences, you need to add the first audience manually as shown below:

Step 7. Next, import goals and transactions from Google Analytics.

Note: The following steps are OPTIONAL. You can opt-out of these by clicking NEXT on each

Optional setup steps

Option A: Include conversions in reporting

This option lets you include individual conversion actions in your Conversions  and Conversion value  reporting columns.

Option B: Add columns to your reports

This option lets you add specific columns, such as Bounce rate or Pages per session, to your campaign reporting.

Step 8. Your Google Ads connection is now complete! You can now see detailed user engagement metrics and report on goals and e-commerce transactions in Google Ads.


Learn more about connections in Littledata.