On July 21, 2026, Google Ads added a bulk linking option that lets advertisers connect several Google Ads accounts to a single GA4 property in one step. The control lives in Data Manager, under Google Analytics 4 and then Link Setup, where a drop-down lets you select or deselect multiple accounts at once. Until now, each account had to be linked to the GA4 property on its own.
Where the new setting lives
You will find the option inside Data Manager. Open the Google Analytics 4 section, then go to Link Setup. The drop-down there lists the Google Ads accounts you can attach, and you can tick or untick several of them before you confirm. That single confirmation covers every account you selected, so the whole link is set up in one pass instead of many.
What actually changed
The end result is the same connection you have always been able to create between Google Ads and GA4. What is different is the number of steps to get there. Before this update, linking ten accounts to one property meant repeating the same short flow ten times. The bulk option collapses that into a single selection. Removing or deselecting an account works the same way, so cleaning up an old link no longer means hunting through accounts individually. The saving is small on any one account, but it compounds when the same task is repeated across a full list.
Who benefits
The clearest gain goes to agencies and to any advertiser running more than a handful of Google Ads accounts against one GA4 property. Setup time drops, and there is less room for the small mistakes that creep in when a task is repeated by hand. Keeping conversion and audience measurement consistent across many accounts also gets easier, because the links are configured together rather than one at a time over several sittings. When every account is wired to the same property in one action, it is simpler to confirm that the setup matches across the whole group before moving on to reporting.
If your measurement setup is built around GA4 and you rely on it to feed conversions and audiences back into Google Ads, fewer manual steps means fewer chances for an account to be left unlinked or linked to the wrong property.
What this means for Thai marketers
Plenty of agencies in Thailand run several client accounts through a shared analytics setup. For those teams, a bulk link is a practical time saver during onboarding, when a batch of accounts often needs to be connected to the same GA4 property in a short window. It also makes periodic audits lighter, since checking and adjusting links across a client roster no longer requires opening each account in turn.
The feature does not change what the link does or what data flows between the two systems. It only changes how quickly you can wire accounts together. For a business still moving off Universal Analytics or tidying up an existing property, the cleaner setup flow is a reason to revisit how links are organised. A GA4 migration is a good moment to get every account pointed at the right property from the start.
Common questions
Do I have to relink accounts that are already connected?
No. Existing links stay in place. The bulk option is for adding or removing links going forward, so accounts you connected earlier keep working as before.
Can I still link one account at a time?
Yes. Selecting a single account in the drop-down works the same as it always did. The bulk option adds a faster path for multiple accounts without taking away the single-account route.
Where do I go to use it?
Open Data Manager, then Google Analytics 4, then Link Setup. The multi-select drop-down is where you choose which accounts to connect or disconnect.
The takeaway
This is a small change to a routine task, but a routine task is exactly where saved minutes add up across a client roster. If you manage several Google Ads accounts, it is worth checking that each one is linked to the correct GA4 property while you are in Link Setup. If you want a second pair of eyes on how your accounts and analytics fit together, our team can help you sort out the setup.
Reported by Search Engine Land.
