If you have both AdWords and Google Analytics accounts, but haven’t yet linked them, you’re missing out on valuable insight into your advertising, website and business as a whole. AdWords and Google Analytics each provide important information, but independently they don’t provide the full picture.
AdWords helps your customers find you and provides detailed reporting on ad spend and performance. In your AdWords account, you can see which key words and ads users click or view and which directly generate conversions. But AdWords alone only gives you part of the picture. It doesn’t show you what customers do on your site after they click or view your ads, but before they convert.
Google Analytics fills in this missing information. It helps you see the different paths that visitors take through your site, how visitors are engaging or not engaging with your content along the way and what site factors influence conversion rates and ultimately your bottom line.
However, without linking accounts, you can’t tie this rich information about user behavior back to the specific ad words, key words or ads that generated the visits. By linking your Analytics and AdWords accounts, you can see the full picture of customer behavior from the ad click, or impression, all the way through your site to conversion.
When you link accounts, you can see additional data that help you optimize your AdWords campaigns and make more informed business decisions. For example, in the AdWords reports inside of Google Analytics, you can view on site engagement metrics, such as bounce rate, pages per visit and average visit duration. For each of your AdWords campaigns, ad groups, key words and ad texts. These types of metrics help you understand if your AdWords account is driving the right kind of traffic to your site and they also help you identify areas of your site that you might need to improve.
In these reports, you can also see your AdWords cost data and performance metrics like average cost per click, clicks and click view rate. Together, the AdWords and Analytics data in these reports help you better understand what you’re spending in your AdWords account and what your return on investment is. In addition to seeing AdWords information inside your Analytics account, you can easily import your Analytics goals and eCommerce transactions into AdWords conversion tracking allowing you to make more informed refinements to your campaigns without ever leaving your AdWords account. This information is used by some of the best SEO companies.
If you’re using AdWords conversion optimizer to manage your bids, it will automatically start using Analytics goals and eCommerce transactions once you’ve imported them into AdWords. This additional performance data better enables conversion optimizer to show your ads when you are more likely to get conversions. You can also import Analytics metrics into your AdWords account. You can see bounce rate, average visit duration, pages per visit and a percent new visits on your AdWords campaigns and AdWords tabs.
Linking accounts also gives you richer data in the Analytics multi channel funnels reports. You can see which specific AdWords keywords, ad groups and campaigns are initiating or assisting conversions, in addition to driving them directly. If you’re using Google display network remarketing, linking your AdWords and Analytics accounts allows you to extend your remarketing capabilities and build unique lists based on Analytics dimensions and metrics. You can reach people who have already visited your website and deliver ad content specifically tailored to the interests they expressed during those previous visits. Google Analytics is used by many SEO company in Vancouver.
So link your AdWords and Google Analytics accounts today to see the full picture and discover how to optimize your AdWords campaigns and improve the performance of your business. Log into your Google Analytics or AdWords account for your counts today.