By linking Analytics and Google Ads, you can view your Google Analytics statistics in Google Ads and analyze Google Ads performance in Google Analytics.
Linking Google Ads with Google Analytics is about much more than just collecting and displaying data. The bottom line is that you gain insights that can help you gain a competitive advantage.
Essentially, it is about analyzing users regardless of whether they generate conversions or not. This is where the strength of Google Analytics lies. You get an overview of the extent to which you are reaching relevant users with Google Ads. Based on this data, you can change bids and ad texts and redefine the time and place of the ads in order to reach the users, who then generate conversions.
Even simple evaluations can lead to a noticeable improvement in your Google Ads account performance. For example, by finding keywords with no conversions that still generate traffic of above-average quality (low bounce rate, long website visits, etc.).