Just as Google AdWords and Analytics customers reported that they had got a reminder e-mail from Google Analytics, that requested them to reestablish a link between their Analytics account and AdWords account, it confused some. Many thought that it was a spam e-mail.
The paraphrased e-mail reads:
"Google understands your AdWords account has not been properly linked with your Google Analytics account. Without this, we cannot ensure that your AdWords data will continue to populate in your Analytics account."
It's now well-founded that the mail was not a phishing act, rather it is a genuine mail from Google. Google AdWordsAdvisor and GAnalyticsAdvisor, both have clarified on WebmasterWorld that the email was not a mischief by someone and that it originated from Google itself. GAnalyticsAdvisor in addition to apologizing and referring to the e-mail as being "quite cryptic in nature" has posted a clarification.
Apology: "Hi all, Although I don't really have the details on this, I wanted to jump in and confirm that the email is in fact legit. I do apologize for the confusion. GAnalyticsAdvisor will stop by later in the day and answer your questions about this. To set reasonable expectations, I've seen his calendar and it'll probably be late afternoon. Thanks in advance for your patience. AWA"
Clarification: "Hello Again, The Google Analytics team sent this email as more of a precaution than anything else. We wanted to ensure that users will continue to receive AdWords cost data in their Analytics reports after future system updates.
It is very possible that many users will, in fact, not be affected in any relevant way. However, we wanted to give users an ample warning to double check their accounts, just in case. In the very near future, AdWords data will only appear in a user's Analytics reports if the "Apply Cost Data" box is checked within the AdWords interface.
The Analytics team did meet again to discuss the effectiveness of this email, and do sincerely apologize for the lack of clarity in the original communication. The message did not come across as clearly as it could have. GAA"
Sure, the the users have got an ample warning by now. When the mail came up the first time, then also it was thought to be a spam, but was later confirmed to have originated from Google.