How to link Google Adwords and Analytics accounts

connect google analytics to adwords and benefits of linking adwords and analytics
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Published Date:03-08-2017
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Google AdWords Integration If there was ever a reason to sign up for your free Google Analytics account, then this is it. You can effortlessly sync your Google AdWords account to your Google Analytics account, enabling ROI measurement metrics for your AdWords mar- keting campaigns, a fourth Clicks tab, and a few jazzy reports that are available only if you sync your Google accounts. In this chapter we’re going to go that extra mile and not only show you how to do just that—we’ll also show you how you can track your non-AdWords mar- keting campaigns, as well as stuff like banners and e-mail creatives/blasts. Why Sync in the First Place? Syncing your Google AdWords account with your Google Analytics account is the equivalent to adding rocket fuel to your 50cc moped. While AdWords already provides a great suite of reporting tools, your Analytics account gives you access to metrics, tabs, and reports that are not available anywhere else in the known world. Also, while your AdWords data is imported into your Google Analytics account, you’ll be able to view or apply Goal Conversion, E-commerce (if appli- cable), Dimensioning, Filters, Custom Reports, and Advanced Segments at the Campaign, Ad Group, and Keyword level, which is tremendously benec fi ial. For the most part, reporting at the AdWords level stops immediately after the click has occurred on your ad (unless you’re using the Google AdWords 201 202 Part IIIn Advanced Implementation Conversion Tracking script). So while your campaigns may have high-quality scores, high click-through rates, and low cost-per-click averages, there’s no way to really tell how effective your ads were at allowing your web site’s visitors to perform the tasks they wanted to perform. Sure, you can analyze your conver- sion rates and your cost-per-conversion metrics, but without Google Analytics, how can you evaluate your landing pages and your conversion/shopping pro- cess, or know your true ROI? Being able to sync your Google Analytics account to a cost-per-click adver- tising account is unique in the web analytics industry. Omniture SiteCatalyst, Coremetrics, WebTrends, Clicktracks, Unica NetInsight, and other great web analytics solutions on the market today do not have the direct pipeline to import AdWords data as Google Analytics does, which is one of the big reasons Google Analytics is as popular and widely used as it is. Finally, syncing your AdWords account with your Analytics account saves you a boatload of reporting and analysis time, and it saves your right mouse button or your Alt + Tab keys a lot of wear and tear—you won’t have to con- stantly switch back and forth between two tabs or windows. n o t e Syncing your Google AdWords account with your Google Analytics account also helps you manage other Google products, such as Google Website Optimizer. If your e‑mail address is an administrator of a Google Analytics account, syncing your AdWords account to it will enable you to create an Analytics profile just for your Google Website Optimizer experi‑ ment data, which can be a great add‑on to your Google Website Optimizer experiments. Syncing Your Google AdWords and Analytics Accounts Now that I’ve convinced you, it’s time to sync your accounts together. First, determine where you stand with your accounts—you will fall into one of the following four possible situations: 1. You have neither an AdWords nor an Analytics account (why not?). 2. You have an AdWords account, but not an Analytics account. 3. You have an Analytics account, but not an AdWords account. 4. You have both an AdWords and an Analytics account. Chapter 13n Google AdWords Integration 203 Even if your accounts are already synced, it’s probably a good idea to review this part of this chapter, because there have been a few important changes recently with the AdWords/Analytics syncing process that may affect you. You Have Neither an AdWords Nor an Analytics Account Since you’re reading this book, and since you’ve made it this far, you’re at least considering creating an AdWords and/or an Analytics account, so there’s no need to delay getting started. Here’s what you need to do. First, open up your very own Google AdWords account by going You don’t need to start running your ads or bidding on your keywords quite yet—all you need is five dollars and the account is yours. n o t e Remember, the e‑mail address that you’d like to use for any Google product must be a Google account that includes Google AdWords. (Any e‑mail address can become a Google account; it does not have to be a Gmail address.) Revisit Chapter 3 for instructions on how to create a Google account. Next, click on the Reports tab, where a sub-menu that appears will give you the choice of Reports, Google Analytics, or Website Optimizer. Click on Google Analytics to be taken to the screen shown in Figure 13-1. From this screen, ensure that “Create my free Google Analytics account” is selected and hit Continue. Figure 13-1: Syncing AdWords and Analytics 204 Part IIIn Advanced Implementation After that, enter your web site’s URL and account name, as shown in Figure 13-2. Here you will also be exposed to two of the mechanics that make syncing possible, but that you won’t see by opening up a stand-alone Google Analytics account: Destination URL Auto-tagging and AdWords Cost Data. Destination URL Auto-tagging enables campaign, ad group, and keyword information to be sent to Google Analytics, while AdWords Cost Data imports the metrics that you know and love: Impressions, Clicks, Cost-Per-Click, Click- Through Rate, and Total Cost. In special cases you’ll need to deselect Destination URL Auto-tagging and/ or AdWords Cost Data from each individual Google Analytics profile. We’ll discuss that in a little while. Figure 13-2: Destination URL Auto-tagging and AdWords Cost Data After you click Continue and accept the AdWords terms and conditions, you will be able to grab the Google Analytics Tracking Code and finish creating your Google Analytics account, as I outlined in Chapter 3. Once you turn your campaigns on you’ll begin to see AdWords data in the places that we’ll discuss a bit later in this chapter. You Have an AdWords Account, but Not an Analytics Account Not everyone who has a Google AdWords account has a Google Analytics account (unfortunately), and if this is you, you can follow the same steps out- lined in the previous section to open up your Google Analytics account. It’s Chapter 13n Google AdWords Integration 205 really that simple Once you’re done, refer to Chapter 3 to get your Google Analytics account up and running. You Have an Analytics Account, but Not an AdWords Account Haven’t decided to advertise with Google AdWords until now? Not a problem— sign in to your Google account with the e-mail address that you want to use to log in to Google AdWords, and start the AdWords account-opening process as outlined in the section for those who have neither AdWords nor Analytics accounts. You must make sure that the e-mail address you use to log into your new AdWords account is an administrator on the Google Analytics account, or you won’t be able to sync them. You Have Both an AdWords and an Analytics Account You have the best of both worlds, and if you want to connect them, no sweat. Simply assign administrative access to your Google Analytics account to the e-mail address that you use to log in to your AdWords account, and you’ll be able to run through the syncing process. If that e-mail address doesn’t yet have access to your Google Analytics account you’ll need to create the new e-mail address in the User Access section of your Google Analytics account. Special Cases and the GCLID Depending on your individual situation, you may need to change the game plan a bit if you are missing AdWords data, or if you’re receiving too much AdWords data. AdWords is able to send click, keyword, ad group, and campaign data over to your Analytics account by appending a query string of parameters at the end of your destination URLs when a web-site visitor clicks on your ad. This query string of parameters is called the GCLID, and it’s important that you be aware of its existence. As long as you have Destination URL Auto-tagging enabled you should expect to see something like this in your browser’s address bar after someone clicks on your AdWords ad: Without these encrypted characters Google AdWords can’t do its magic of importing data into your Google Analytics profile(s). Every once in a blue moon a web server out there will not accept query parameters—this is normally to avoid a potential security risk. If you have Destination URL Auto-tagging 206 Part IIIn Advanced Implementation enabled, and clicking on your ad results in an error page or security warning, work with your IT person or web developer to resolve this issue. Most of the time there won’t be too many problems in allowing the GCLID to pass through. Other times—more often than you’d like—the destination URL you’re using in your ads is actually a redirect to another page, which may—and probably will—strip the GCLID off the URL in the address bar. If this is the case, either have the redirect removed or edit your ads and use the final destination URL where the visitor is ultimately taken to on your web site. Naturally, ensure that the Google Analytics Tracking Code is also present within the source code of your final destination URL page, especially if you are using uniquely created landing pages for your online marketing initiatives. You’d be surprised how many new landing pages go live without the Google Analytics Tracking Code that is on the rest of the web site. Finally, in special situations you’ll want to organize your AdWords campaign data in Google Analytics by using multiple profiles for different campaigns or ad groups. In some cases you don’t want to expose the costs and monetary values associated with your AdWords campaigns for everyone to see. Cost Data is applied at the profile level, which means you can turn it on or off from any profile within the synced Google Analytics account. If you’d like to organize your AdWords campaign data with multiple profiles, you’ll have to not only create those profiles but also use some custom include filters—Chapters 10 and 14 will show you exactly how to do that. Tracking E‑mail, Banner, and Other NonA ‑ dWords Marketing The most common question asked about Google Analytics when the topic of Google AdWords is discussed is usually something along the lines of, “Can Google Analytics track my Yahoo Search marketing campaigns, too?” By default, no, it cannot. However, with a little bit of extra work, which we know you’re good for, you not only can track your Yahoo campaigns in Google Analytics, you can also track your Microsoft adCenter, Ask Sponsored Listings, Google Product Submit links, e-mail marketing campaigns, and about every other type of link under the sun. You do this by manually appending a query parameter to the end of each of your destination URLs, or at the end of any link to your site in an e-mail cam- paign. This will allow Google Analytics to collect source, medium, campaign, ad content, and keyword data on your non-AdWords marketing campaigns. These v fi e elements are normally referred to as the v fi e dimensions of campaign tracking. They are also required for your search marketing campaigns if you’d like Google Analytics to differentiate between organic search result visits and pay-per-click advertisement clicks, because, by default, it can’t. Chapter 13n Google AdWords Integration 207 Unlike the AdWords GCLID parameters that you just learned about, you cannot automatically apply this feature by selecting a checkbox—you’re going to have to roll up your sleeves here and append parameters to your destination URLs one by one. With a bit of cunning you’ll be able to make some simple for- mulas in Microsoft Excel that can partially automate this process for you, which we highly recommend doing after you learn the basics of URL tagging. Let’s take a look at the v fi e dimensions of campaign tracking and how to construct your URL. 1. Source: This is pretty much what it sounds like—the source that was responsible for bringing the traffic to your web site. (Examples: Yahoo, MSN, Ask, Shopzilla, newsletter, e-mail blast, etc.…). 2. Medium: This is the means by which a person accessed your web site. The standard that Google Analytics is expecting for pay-per-click campaigns is cpc, in lowercase lettering, but you can use cpm, e-mail, or banner, just to name a few. However, “cpc” in lowercase lettering is the only one that you should use for any non-AdWords cost-per-click marketing campaign. 3. Campaign: The campaign dimension can be used to group or bucket the visits from your non-AdWords marketing initiatives in a naming conven- tion that makes sense to you. Most marketers use the same name for their campaign dimension that they use within the pay-per-click marketing program—it just makes life a lot easier. For e-mail or banner campaigns, it usually makes sense to use the name of the promotion, such as July Newsletter or B2B Banners. 4. Term: The term dimension is your keyword. Almost always this will be exactly what you’re using in your marketing campaigns. The term dimen- sion is normally not used for e-mail, banner, or referral links that don’t need a keyword in order to be accessed. 5. Content: The last dimension that Google Analytics offers for manual URL tagging is the content dimension. For pay-per-click marketing campaigns this can be the title of your ad or a description of an ad, like 40% Off Sale Ad. The content dimension really is helpful with e-mail and banner/image marketing, as you can use it to identify a link’s location (top link, bottom link, second link) or an image’s size (150×600, 250×250, skyscraper). Putting It All Together Let’s say that I’d like to tag my newest destination URL ofhttp://www.yoursite .com/landing-page.html. I’m going to use the following for the dimensions: n■ Source: yahoo n■ Medium: cpc 208 Part IIIn Advanced Implementation n■ Term: green-shirt n■ Content: discount ad n■ Campaign: shirts and wearables My final destination URL will look exactly like this: medium=cpc&utm_term=green-shirt&utm_content=discount+ad&utm_ campaign=shirts+and+wearables Notes and Tips about URL Tagging Google Analytics will use exactly what you use for your dimensions in its reports under the Trafc fi Sources section, so it’s strongly advised that you build your URL tagging carefully and with a bit of thought about how you want your data to look in the end. There are also some miscellaneous items that you should be aware of when tagging your URLs. It’s a bit tedious, but well worth the read: n■ Source, medium, and campaign are required dimensions. You must use at least these three dimensions, or you risk your data’s not being collected properly. The term and the content dimensions are both optional, but obviously you’re going to want to at least use the term dimension for any URLs tagged at the keyword level. n■ There is a reason that we used lowercase lettering throughout, espe- cially in the medium dimension. If you don’t use a lowercase cpc as your medium dimension, Google Analytics will not be able to recognize it as a paid keyword, and will lump the traffic under Other (visible on your dashboard and the Traffic Sources Overview report). Even CPC or Cpc will cause missing keywords and statistics throughout Google Analytics, so stick to lowercase and you’ll be fine. n■ We recommend using + symbols instead of spaces between words in the URL. Instead of green shoes, use green+shoes, and you’ll not only make your report data come out nice and clean, but you’ll also be insured against a broken link or error page being served up. (Some web servers do not allow spaces in the URL.) n■ URLs on the Web can have only one question mark symbol. If your URL already has one before your URL tagging, make sure that it starts with an & symbol instead. (Use the Google Analytics URL Builder that we’ll talk about next and it will take care of this for you automatically.) Chapter 13n Google AdWords Integration 209 n■ At this time, report tables in Google Analytics are not expandable (as columns are expandable in Microsoft Excel). Therefore, try to keep your dimension names short and sweet—overly long names can make your report tables difficult to read. The Google Analytics URL Builder Fortunately, the fine folks at Google Analytics have a page in their help section that can build URLs for you, so you don’t have to manually type them all up. Visit .py?hl=en&answer=55578 or simply search for “Tool URL Builder” or “Google Analytics URL Builder” on Google and click the first organic search result to get to the page displayed in Figure 13-3. Simply enter your web-site URL, source, medium, term, content, and cam- paign names and click Generate URL. Voila Figure 13-3: Google Analytics URL Builder 210 Part IIIn Advanced Implementation n o t e If either you or your client is running multiple AdWords accounts at the same time, you can use manual URL tagging on the AdWords account that is not synced to the Google Analytics account, in lieu of using Destination URL Auto‑tagging. Manual tagging should work just as well as auto‑tagging with the GCLID parameters. The AdWords Report Section Now that I’ve bored you to death with technical implementation and URL tagging lingo, it’s time for the big payoff—beautiful AdWords data in your Google Analytics account At this time, Google Analytics offers three reports and a new tab for analyzing your AdWords marketing campaigns. You can find these by clicking on AdWords within the Trafc fi Sources section, where three report names will appear: AdWords Campaigns, Keyword Positions, and TV Campaigns. Start by clicking AdWords Campaigns. The AdWords Campaigns Report In the AdWords campaigns report you’ll be able to view Google Analytics data, like average time on site and bounce rate, for each of your AdWords campaigns. You can use the data in the scorecard that runs horizontally across the report table to compare your AdWords campaigns’ performance to site averages. Reach this report by clicking on Trafc fi Sources from the left-hand navigation, then click on AdWords, and click on AdWords Campaigns. Figure 13-4: An AdWords Campaign report Chapter 13n Google AdWords Integration 211 As you can see in Figure 13-4, you can also view important goal conversion and e-commerce performance metrics by clicking those tabs at the top of the report table, just as you can anywhere else in Google Analytics. As I said at the beginning of this chapter, this is the type of critical performance data that’s not available in Google AdWords and that can help you turn your average AdWords campaign into an awesome AdWords campaign. By the way—how much revenue are your AdWords campaigns generating? Are visitors from your AdWords campaigns completing tasks on your web site and converting? Do visitors from one campaign have a very high bounce rate? These are the critical questions that you can now have answered because you synced your AdWords and your Analytics accounts. Go you Now, look again at the top part of Figure 13-4. Do you notice a fourth tab, labeled Clicks, to the right of the Ecommerce tab? Clicking that tab will reveal your AdWords campaign statistics, such as clicks and cost-per-click, as well as three new metrics available only here. Figure 13-5 shows what it looks like when you click the Clicks tab. Figure 13-5: The Clicks tab in the AdWords campaign report If you look toward the right-hand side of Figure 13-5, you’ll see RPC, ROI, and Margin. These financially oriented metrics are available only here in this report within Google Analytics, and they can help you determine whether you’re spending your advertising dollars wisely. 212 Part IIIn Advanced Implementation RPC is the acronym for revenue per click, which is the average revenue or aver- age goal value for each click on your ads. The higher the RPC, the more revenue for you If you’re looking at your AdWords keywords in Google Analytics and you see a few keywords not performing very well, this could be a very good sign to stop financing those keywords, change the match type, or modify the ads within that ad group. ROI (return on investment) doesn’t really need a lengthy explanation, because it’s a familiar term. In Google Analytics, ROI takes either the e-commerce rev- enue or the goal value, which means you don’t have to operate an online shop- ping cart and sell products to have an ROI calculation, which is really nice Refer to Chapter 11 to see how to set up goal values and what to use for your goal values. Finally, Margin takes your e-commerce revenue (or goal value), subtracts the cost, and divides the result by revenue. This means that the margin will be represented as a percentage, and the closer the margin is to 100 percent, the more funds and budget you should feel comfortable allocating to that campaign. The lower the margin, the less likely that your campaign is a wise investment. Clicking on the name of any campaign in this report will enable you to step one level deeper and view all the ad groups within that campaign. Clicking an ad group will bring up all the keywords within that ad group (Figure 13-6). Now you can view impression, click, RPC, and ROI data at the keyword level, all within the same report. Also, don’t forget about the % of Site Total and Site Average metrics running across the scorecard on the top of the report table, giving you perspective on your set of ad groups or keywords. Figure 13-6: AdWords keywords About once a day, Google Analytics will go out to the Google AdWords account it is linked to and pull in data—keep this in mind when you’re looking at your AdWords account statistics in AdWords when your date range is the default view of the last 30 days. Your data may be slightly different between the two interfaces, but don’t worry—wait until tomorrow to see the complete data for today. Chapter 13n Google AdWords Integration 213 The Difference between a Visit and a Click Flip back to Figure 13-5 and look at the campaigns in rows 5 through 10. Notice how none of those campaigns has any click data, but each campaign is show- ing visits? This isn’t a mistake or a problem with Google Analytics; when your Analytics account is synced with your AdWords account, you will still receive visit data for campaigns that are no longer active, and if you do receive visit data it will appear in this report, alongside the actively running AdWords campaigns. Old data may appear for a few different reasons. One reason is that when a user clicks on your AdWords ad, he or she bookmarks the URL, and then later on accesses your web site again via that same bookmark. Google Analytics uses the original referring information stored on a visitor’s referral cookie to credit any visits that come from bookmarks, which means you will definitely see old or inactive campaign visits mixed in with your active campaigns. Visits can also be accidentally labeled with older campaign names if you are using manual URL tagging for your AdWords destination URLs, but forget to update the utm_campaign dimension to the new campaign name. Old data can also get in if you’re using utm_nooverride=1, which we’ll cover in Chapter 14. All this happens because a visit is completely different from a click, and those two metrics—visits and clicks—will most likely never match up identically in the same set of visitors. There are plenty of situations that help make these g fi - ures different: multiple clicks on your AdWords ads (by a comparison shopper or impatient web-site visitor), multiple visits from only one click on your ad (which we just talked about), or invalid clicks (fewer clicks than visits, because, while Google AdWords can remove invalid clicks from your AdWords account, Google Analytics will count a visit once it occurs on your web site. The Keyword Positions Report One of the real hidden gems, not only of the Trafc fi Sources reports, but of Google Analytics generally, is the Keyword Positions report. With it, you are able to view keyword performance across ad positions, which is sure to reveal some interesting information about your AdWords keywords and their perfor- mance per ad location. Within the keywords report you can click on any keyword on the left-hand side of the report table to activate the results on the right-hand side. On the left you can sort your keywords by any site usage, goal conversion, or e-commerce metric with the small drop-down menu that defaults to displaying visits. On the right you can change the position breakdown of the selected keyword from the left-hand side with another small drop-down menu, which will also default to showing visits. 214 Part IIIn Advanced Implementation Figure 13-7 shows the keyword with the most visits selected, showing a posi- tion breakdown of e-commerce revenue. As you can see in Figure 13-7, most of the e-commerce revenue from this keyword is generated when its corresponding ad(s) are shown in either position Top 1 or position Side 1, with just a small bit of revenue coming from positions Top 2 and Top 3. In hindsight, it may seem obvi- ous that this should be the case, but position Side 1 from the keywords report in Google AdWords is actually Position 4 in Google Analytics (Translation: Google works hard to assure that buying a high position doesn’t automatically guarantee clicks, revenue, or high-quality scores. So ad position 4 in Analytics may actually outperform positions 2 or 3 in AdWords.) What this means is that if you use AdWords Position Preference, as many marketers do, or if you use a third-party ad bidding/management system, you’ll probably want to make sure that your ads appear for your keyword more in Positions 1 and 4; these are the two highest positions on the results page, and generate more revenue for you than setting up your ads to show on Positions 1 through 3, which is a very common practice in both AdWords Position Preference and third-party bid-management platforms. Figure 13-7: The Keyword Positions report We highly recommend that if you use any report out of this section, it should be the one that you incorporate in your weekly analysis of your AdWords cam- paigns. Begin to analyze goal conversion and e-commerce performance metrics for your higher-spending keywords to see exactly where on Google’s search results pages your ads are performing the best; then make position preference/ bid management platform updates accordingly. The TV Campaigns Report One extension of the Google AdWords platform is the fairly new TV Ads program. With Google’s TV Ads you are given a brand-new way to create, Chapter 13n Google AdWords Integration 215 manage, and schedule your television commercials, right from within your Google AdWords interface. And, naturally, you can perform deeper analysis and obtain greater insights from your TV campaigns when your AdWords account is synced to your Google Analytics account. Even if you don’t advertise on TV with Google TV Ads, read this section so that you can be exposed to even more of the possibilities of Google Analytics. n o t e To learn all about the Google TV Ads program, including how TV Ads data is calculated, visit Check out Figure 13-8 for what a breakdown of your TV campaigns may look like in your own Google Analytics account. From left to right on Figure 13-8, you can see each campaign listed in the first column, which is sorted by TV impres- sions in the second column. TV impressions are the total number of estimated viewers who saw your TV ad. Ad Plays displays the total number of times your ads were played; Viewed Entire Ad shows the estimated number of people, based on impressions, who watched your ad from beginning to end; % Initial Audience Retained is the proportion of your audience that watched your entire ad; and Cost and CPM represent the total dollars spent and the cost per thousand impressions for your TV ads, respectively. Figure 13-8: The TV Campaigns report One of the nice things that you can do with your TV ads data in Google Analytics is to compare it against your online trafc fi volume for your web site. Was there an uptick in trafc fi to your web site on the same day or hour that your TV ads ran? 216 Part IIIn Advanced Implementation Use the graphing tools above the report table to compare your TV ads impressions with your visits, page views, and bounce rate. A higher than normal bounce rate at the same hour or same day in which your TV ads ran could suggest a mixed message or visitor expectations not being met when they visited your site. You can also use the graphing tools to compare your TV ad statistics against your goal conversion and e-commerce metrics, and as with anything else in Google Analytics, you’ll be able to determine if your TV ads are worth it to your bottom line at the end of the day. Other Reports Displaying AdWords and NonA ‑ dWords Data Earlier in the chapter, I talked a lot about URL tagging and tracking your non- AdWords data, and I don’t want to leave you hanging with just implementation talk. I also want to show you some other places your AdWords data will appear, as well as where your properly tagged non-AdWords marketing data will show up. For starters, check out your Search Engines report within the Trafc fi Source section, and click the blue Paid text link above the report table to view only paid (CPC) data. Everything tagged with a medium of cpc is going to appear here, including your Google AdWords CPC trafc fi . Use a combination of the graph- ing tools, report views, and goal conversion/e-commerce tabs to get an idea of how all your paid marketing efforts are doing across the board. A great thing to do afterward is to check out your keywords report. Here, you’ll also want to click the blue Paid link and view the performance of all your paid keywords in all search engines. An intelligent strategy here is to dig into your top v fi e or ten keywords, segment each one by source, and get an idea of which keywords you should probably invest more money with, and which ones you should pull back from. If yourbrown t-shirt keyword brings in more revenue from Yahoo Search Marketing than it does from Microsoft AdCenter, guess where more of your money should go? The campaign report is normally a favorite among paid marketers, since every campaign in their world is listed here. t ip When you’re tagging your URLs for Google Analytics, be sure to place the search engine name at either the beginning or the end of the campaign name. This way, you’ll be able to identify the source of each campaign without having to use the dimensioning drop‑down, which frees you up to use it for something more interesting, like Visitor Type or Landing Page. Doing this will also separate the campaign data from each engine into its own line item in this report (This can either be really good or undesirable for you, depending on how you ultimately want to see and analyze your data. Think about how you want your data to appear before tagging your URLs.) Chapter 13n Google AdWords Integration 217 Now, what if you want to view more than just your CPC marketing efforts? In that case, it looks as if the All Trafc fi Sources report has your name on it. As the name suggests, and as you’ll see when you reach Chapter 16, all your sources of trafc fi will be listed here, including all your banner, e-mail, and referral trafc fi together. Think of looking at this report as “zooming out” on Google Maps; you’re getting a wider, broader view of all marketing efforts together. n o t e Be very careful when comparing data from different types of traffic sources against one another. While all marketing efforts connect to and sup‑ port one another, they also have very distinctive, unique properties, delivery methods, and audience types, which differentiate them from one another. For example, a visitor who heard your commercial on the radio may type in your web site’s URL by hand (directly) and may be ready to buy your product, as your radio spot suggested. Another visitor may simply be interested in learn‑ ing more about the product, and may click on your AdWords ad (CPC), along with some of your competitor ads to comparison‑shop. Consequently, you may see a much higher conversion rate for direct traffic than you would for CPC traffic, in this particular example. Therefore, use caution when comparing performance metrics between mar‑ keting channels. They aren’t always comparable, and may ultimately leave you with a misleading choice of one channel versus the other channel. This may not be the best solution for you, since there are other ways of determining success and making a choice. Chapter 1 introduced custom reporting and advanced segmentation. These are powerful tools that you won’t be able to put down, once you’re comfortable with them. Chances are that you have a lot of marketing ques‑ tions to answer, and you need to be able to see and analyze your data with specific metrics and dimensions that aren’t available in any standard Google Analytics report. Creating some custom reports and advanced segments for your AdWords and non‑AdWords data may be the right solution for you. After all, it’s your data; you should be able to do whatever you want with it, right? And yes, you can use advanced segments on top of custom reports—you won’t crash Google Analytics. You’ll also want to consider creating a separate profile for either your cost-per- click data or your AdWords data (or both). When you create a duplicate profile for your AdWords data, you’ll have a permanent record that does not need to be segmented or dimensioned. You’ll also be able to take advantage of the abil- ity to analyze your AdWords data with reports like Funnel Visualization and Site Overlay, which do not have advanced segment functionality at this time. Site overlay for your AdWords data can be particularly useful for you, because you’ll be able to see exactly where your visitors are clicking on your landing pages. This can help improve the performance of your AdWords campaigns, and depending how far you take your optimization work, you may even sneak 218 Part IIIn Advanced Implementation in a point or two on Quality Score—all because you were able to look at site overlay within your duplicate AdWords profile If this sounds like something that might interest you—and if you don’t mind a few technical step-by-step instructions—then you should move on to Chapter 14, where I’ll show you how to create a duplicate profile just for your Google AdWords data.

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