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There is excellent news if you are a publisher and use Google Adsense to earn money on ads. On the 15th of June, 2023, Google enabled users to link Google Adsense to GA4.
By interlinking both tools, you will get access to more dimensions and metrics that will allow you to optimise your website experience to generate more revenue.
What you need to link Adsense to GA4
To connect Adsense to Google Analytics 4, you should meet two prerequisites.
Firstly, you should receive suitable permissions for both tools.
| Google Adsense | Google Analytics 4 |
| Admin access | Editor access or higher |
Secondly, you should install Google Analytics 4 on your website. If you didn’t make it yet, don’t hesitate to read my guide on how to set up GA4 on your website.
Once you do these two things, you can step towards linking two products.
How to link Adsense and Google Analytics 4
In order to link Google Adsense to GA4, please follow the steps below:
- Login to Google Adsense
- Select Account -> Access and authorisation -> Google Analytics integration
- Click on “+New Link”
- Select your GA4 property
- Click on “Create Link”
After you make these steps, Google Adsense and GA4 are linked together. GA4 starts to receive data from Google Adsense within the following 24 hours.
Working with Adsense data in GA4
As mentioned at the beginning of this article, linking Google Adsense to GA4 will give access to more dimensions and metrics and some new events.
After 24 hours, your GA4 property will start to show the following automatic events:
| GA4 Event Name | Description |
| ad_click | when a user clicks an ad on your website |
| ad_impression | when a user sees an ad impression on your website |
| ad_query | when an ad request is made, it’s used mainly for merging GA4 and Adsense data. |
These new events will bring new dimensions and metrics:
Dimensions
| GA4 Dimension | Description |
| Ad format | uses value of AdSense ad format dimension |
| Ad source | uses AdSense publisher ID |
| Ad unit | uses value of AdSense ad unit dimension |
| Page path + query string and screen class | uses placement of AdSense ad units |
Metrics
| GA4 Dimension | Description |
| Ad unit exposure | Amount of time a user is exposed to ads |
| Publisher ad clicks | AdSense clicks |
| Publisher ad impressions | AdSense impressions |
| Total ad revenue | Sum of all advertising revenue, i.e., AdSense revenue + other ad revenue |
Similar to every dimension and metric in Google Analytics 4, there are two ways to find Adsense definitions in GA4: default GA4 reports and GA4 Explore.
Google Analytics 4 has a default in-built report to see the performance of the ads on your website. You can access it in Reports -> Monetisation -> Publisher ads.
Final Word
Since June 15th, 2023, you can connect Google Adsense to Google Analytics 4. After you connect it, GA4 will receive three additional events with new dimensions and metrics. You can use them to optimise your website to improve revenue.
If you have any questions about this integration or need help setting it up, please don’t hesitate to comment below or contact me.
Frequently Asked Questions
Yes, since June 15, 2023, you can connect Google Adsense to GA4.
In order to link Google Adsense to GA4, please follow the steps below:
1. Login to Google Adsense
2. Select Account -> Access and authorisation -> Google Analytics integration
3. Click on “+New Link”
4. Select your GA4 property
5. Click on “Create Link”
Before linking Google Adsense to GA4, you should have Admin access to Google Adsense and at least “Editor” access to GA4.
Written By
Ihar Vakulski
With over 8 years of experience working with SaaS, iGaming, and eCommerce companies, Ihar shares expert insights on building and scaling businesses for sustainable growth and success.
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