The short answer
To link GA4 with Google Ads, open GA4 Admin → Product links → Google Ads links → Link, choose the Ads account, keep personalised advertising on and confirm auto-tagging. To link Search Console, open Admin → Product links → Search Console links → Link, pick the Search Console property and the web stream. Then publish the Search Console collection in GA4’s Library to see the reports.
Before you start
By the end of this SOP
GA4 shows Google Ads campaign data and Search Console queries, and Google Ads can use GA4 audiences and key events.
- Time
- 10–20 minutes
- You’ll need
- Editor access to the GA4 property, Administrator access to the Google Ads account, and verified owner access to Search Console (SOP 206) with the same Google account.
- Who does this
- The account owner or the person managing tracking.
About this SOP: why it matters, where and when
Why it matters: Linked accounts let you build remarketing audiences, import GA4 key events, and compare paid and organic search side by side.
Where: GA4 Admin → Product links, Google Ads Tools → Data manager, and GA4 Library.
When: Right after GA4 and Google Ads are set up, or when taking over a client.
Stage 1
Link Google Ads
- 1
In GA4, open Admin → Product links → Google Ads links → Link.
- 2
Choose the Google Ads account (or the manager account to see client accounts) and click Next.
- 3
Keep “Enable personalised advertising” on so GA4 audiences can be used in Google Ads. Keep “Allow access to features in Google Ads” on.
- 4
Submit. In Google Ads, check Admin → Account settings → Auto-tagging is on.
Stage 2
Use the link in Google Ads
- 1
In Google Ads, open Goals → Conversions → Summary → New → Import → Google Analytics 4 if you want GA4 key events as conversions.
- 2
If the Google Ads tag already tracks the same lead, set the GA4 copy to Secondary.
Watch out
Two Primary actions for one lead double counts conversions and misleads Smart Bidding.
- 3
GA4 audiences (for example visitors of the pricing page) appear in Google Ads Audience manager within a day or two.
Stage 3
Link Search Console
- 1
In GA4, open Admin → Product links → Search Console links → Link.
- 2
Choose the Search Console property (use the Domain property if you have one) and confirm.
- 3
Select the web stream for the same website and submit.
Stage 4
Publish the Search Console reports
- 1
In GA4, open Reports → Library. Find the Search Console collection and click ⋮ → Publish.
- 2
Open Reports → Search Console → Queries and Google organic search traffic. Data covers up to 16 months from Search Console.
- 3
Use “Google organic search traffic” to see which landing pages get clicks and how many of those visitors convert.
Practice & check
Now do it for real
Reading is not doing. Open your own account and complete this task before you move on.
Practice task (5 min)
Link GA4 to a Google Ads account and a Search Console property you manage, publish the Search Console collection, and screenshot the Queries report.
Prove it
Two questions. Get both right and this SOP is done.
Common questions
Why can’t I see my Google Ads account when linking?
The Google account you use in GA4 needs Administrator access in Google Ads. Ask the owner to grant it, or link from the manager account.
Why is the Search Console report empty?
Data can take up to 48 hours, and the report must be published in the Library. Also check you linked the right property and web stream.
Can one GA4 property link to many Google Ads accounts?
Yes. You can link several Google Ads accounts, or link a manager account to cover all its client accounts.
Done. That’s a real skill, not a certificate.
Next: SOP 312 — Set Up a Cookie Banner and Google Consent Mode on WordPress →
Want to do this on real client budgets, with a mentor checking your work? That’s Level 2 at Unlearn. See the Digital Marketing track