By Yikai Wang

Google Analytics has again enhanced AdWords reporting by rolling out four more integration updates. In this article we will walk through each of those features.

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In the “AdWords -> Campaign” report, there is now an AdWords logo next to each campaign. Clicking on the logo will take you to the corresponding campaign in AdWords. You do need access to the relevant account to be able to view the campaign details in AdWords. This feature simply makes cross referencing much easier than before. Now you can take actions immediately while analysing the data in GA.

GA Deeplinking

Optimised auto-tagging override

GA can now present AdWords data such as clicks, impressions and cost while using the custom UTM values to override auto-tagging values.  

AdWords’ auto-tagging function attaches a ‘gclid’ parameter in the final URL of the campaign so that the campaign data can be automatically populated into GA with the default labelling. 

If you want to use your own custom values for campaign and keyword data, you could then deselect the auto-tagging option and use UTM parameters to manually tag the URLs. However, the problem was that GA would not be able to link AdWords sessions with impressions and cost data, etc if auto-tagging was not enabled. 

Recently, GA has launched a feature that allows you to override the auto-tagging values with your custom UTM values in the URL and still be able to receive the extra AdWords data such as clicks, impressions and cost in GA. 

override auto-tagging

All you need to do is to go to “Admin -> Property -> Property Settings”, and under “Advanced Settings”, tick the “Allow manual tagging (UTM values) to override auto-tagging (GCLID values)” checkbox:

override auto-tagging

For Analytics 360 users, if DoubleClick Search is linked to the GA property, this function is NOT to be used because DS will stop receiving data from GA if this feature is enabled.  

Final URL 

The Destination URL report is now replaced by the Final URL report to line up with the recent URL updates in AdWords. Final URL is also added as a new dimension in GA. 

In short, the only difference between Destination URL and Final URL is that Destination URL allows advertisers to include third party tracking in the URL, while Final URL provides a separate tracking template for the tracking information. You can find the details here.

GA updated this dimension and this report to ensure consistency with AdWords data.

New Sitelinks Report in AdWords Reports

Last, but not least, behold, your Sitelinks report has finally arrived in GA! Sitelinks are extra landing pages that can be listed and often show as clickable links beneath the ad, for example: 


Now the data for sessions that originated with Sitelink clicks will be presented in the new Sitelinks report under AdWords reports in GA:

Sitelink in GA


It is exciting to see that the AdWords reports in Google Analytics are being improved constantly. Advertisers can now use GA as their one-stop analytics platform for optimising their campaigns comfortably. We are looking forward to seeing even more advanced integrations launched in the near future.