Google Analytics & Google Ads Integration

This article shows you how to to send your conversions from Routy into Google Ads, through Google Analytics.

• Why link to Google Analytics and Google Ads
• Connecting Routy to Google Analytics (GA4)
• Connecting Routy to Google Analytics (UA)
• Connecting Google Analytics to Google Ads

Update: We now support GA4!

Why link to Google Analytics and Google Ads?

• Linking Routy to Google Analytics allows you to view all your clicks and conversions in one central place

• By further linking Google Analytics to Google Ads, you can have your conversions sent there, to optimize campaign performance directly.

Connect Routy to Google Analytics 4 (GA4)

Setting up events on Google Analytics 4

To connect GA4 to Routy, you first need to set up the relevant events on Google Analytics. Follow this guide provided by Google on how to create new events.

Follow the guide provided by Google, or alternatively:

Admin > Events (in the Property section) > Create Event > Create

Add an outbound click conversion event

• Following the instructions provided above on how to create a new customised event

• Set custom event name as outbound_click

• On Operator chose Equals to and fill in outbound_click as Value

Add a sign up conversion event

• Set custom event name as lead

• On Operator chose Equals to and fill in lead as Value

Add an FTD conversion event

• Set custom event name as ftd

• On Operator chose Equals to and fill in ftd as Value

Linking Routy to Google Analytics 4

To set up Google Analytics on Routy, all you need to do is enter the relevant traffic source, and under the Google Analytics tab input your Measurement ID and API Secret.

To find your Measurement ID and API secret follow the guides below:

• Measurement ID
• API Secret

You can then check the events you'd like to send, as shown below.

Note: This is only available for traffic sources of type SEO, PPC and Website.

Connecting Routy to Google Analytics (Universal Analytics)

Setting up goals on Google Analytics (UA)

To connect GA to Routy, you first need to set up the relevant goals on Google Analytics. Follow this guide provided by Google on how to create new goals

• How to Add a New Click Goal

  • On Goal Setup Choose Custom

  • On Goal Description set name Click and choose Events

  • On Action chose Equals to and fill in outbound_click

• How to Add a New Sign up Goal

  • On Goal Setup Choose Custom

  • On Goal Description set name Lead and choose Events

  • On Action chose Equals to and fill in lead

• How to Add a New FTD Goal

  • On Goal Setup Choose Custom

  • On Goal Description set name FTD and choose Events

  • On Action chose Equals to and fill in ftd

Linking Routy to Google Analytics (UA)

To set up Google Analytics on Routy, all you need to do is enter the relevant traffic source, and under the Google Analytics tab input your Tracking ID. You can then check the events you'd like to send, as shown below.

Note: This is only available for traffic sources of type SEO, PPC and Website.

Connecting Google Analytics to Google Ads

Linking Google Analytics to Google Ads

One you have set up the above goals and linked Routy to Google Analytics, you can then connect Google Analytics and Google Ads, this will allow you to import goals and transactions into Ads, view site data in ads, and optimize campaigns based on conversions.

It’s important that your account has:

• Edit Permission access on Google Analytics

• Administrative access on Google Ads

Note (if using Universal Analytics): Before connecting Google Analytics and Google Ads, you need to enable manual tagging. Open your Google Analytics account, click on setting (cog) and under Property Settings tick ‘Allow manual tagging (UTM values)’ as shown below:

Follow the below steps to connect your accounts through Google Ads:

1. Log into your Google Ads account, and in the top right click on the Tools icon (spanner), and select Linked Accounts

2. Find Google Analytics on this page, and click Details

3. This will show you a list of Google Analytics properties that you have access to

4. In the Action column click Link for the properties you wish to link to Google Ads

5. Select the view you wish to link your Google Ads account

6. Toggle ‘Import site metrics’ if you’d like to import further metrics from Google Analytics into Google Ads

7. Hit Save

Note: Google Analytics importing may take over an hour

Setting Google Ads to receive conversions

To Import conversions from Google Analytics to Google Ads follow this guide by Google: Import Google Analytics conversions into Google Ads. Alternatively, we have laid down the steps for you below:

1. In your Google Ads account, open the Conversions menu under the Tools icon (spanner)

2. Click the plus sign to add your conversion goals from Google Analytics

3. Select Import

4. Tick Google Analytics, and press Continue

5. Select the conversions goals you wish to import - these are conversion goals set up on your Google Analytics account

6. Set each conversion based on your needs

7. Check Include these conversions in your ‘Conversions’ column and press Save

Note: It may take 24 hours for conversion data to become available in Google Ads

Resources

• Link GA4 to Google Ads

• Import Analytics (UA) goals and transaction into Google Ads Conversion Tracking

• Import Analytics (UA or GA4) conversions into Google Ads

• Product Linking: Link a Google Analytics (Universal Analytics) property to Google Ads

Now all your conversions are available in Google Ads.