Linking Google Analytics and Google Ads allows you to see how your website traffic and ad campaigns are connected, which can provide valuable insights into the effectiveness of your advertising. 

For example, you can see which ads and keywords are driving the most valuable traffic to your website, and make adjustments accordingly. 

Additionally, linking the two platforms also allows you to import Analytics data into Ads, such as conversion data, which can be used to optimize your ad campaigns and improve their performance.

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. 

It can be used to track the number of visitors to a website, the number of page views, the bounce rate, the average time spent on a page, and other metrics. 

It also allows you to segment your audience and track specific user behavior, such as which pages they visit and how they interact with the site. 

Additionally, Google Analytics can also be used to track conversions and set up goals, which allows you to measure the ROI of your website and online marketing efforts. 

It also provides the data with the help of which you can make data-driven decisions to improve your website and marketing strategies.