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In Google Analytics Essential Training, Corey Koberg shows how to use the Google web analytics platform to generate and evaluate information about the visitors to a web site, including data on site traffic, user behavior, and marketing effectiveness. This course covers the out-of-the-box functionality, from account creation to reporting fundamentals, and explains how to glean insights from the vast array of data available.
In this chapter we're going to discuss integrating Google analytics with Google AdWords, which is a very powerful feature. Our goal here is to give you knowledge to organize, optimize, and tweak your campaigns, but in no way should this be considered a course in the fundamentals of AdWords. For now we'll assume some understanding of the basic AdWords concepts. I do, however, suggest that before you begin advertising with the AdWords for the first time, you seek out some basic AdWords training, such as the AdWords Essentials Course here on lynda.com. At the minimum, you want to get to the point where you understand the basics of the Ad Auction, the different types of ad networks, placement versus keyword targeting, and bid terms versus search queries, just to name a few.
However, if you're already an AdWords advertiser, it's no surprise why you are watching this chapter. One of the primary motivations to use Google Analytics is to track and maximize your online advertising spent. This is particular compelling if you are a Google AdWords advertiser, because the optional integration between these two Google products and the fact that they utilize the same backend database enables information that simply cannot be found anywhere else, in any other product, from any other vendor. Normally when we think of Google Analytics we think of recording what happens after they click onto our site. But here, we'll also be able to pull down pre-click data, such as the number of times the ad was shown, clickthrough rate, et cetera.
We can also get cost data, so we can create return-on-ad-spent type ROI reporting and much more. As we've seen before and we'll see over and over, having access to information others don't can make your advertising far more efficient than your competitors and maximize your own budget. In fact, many of the clients we have worked with that pay literally hundreds of thousands of dollars for analytics packages will run Google Analytics in addition to those other packages just to get access to these AdWords reports. Before we jump into the Google Analytics reports, let's take a look at a typical report from within the AdWords reporting interface that has conversion tracking enabled.
Here we see things like Clicks, Impressions, Clickthrough Rate, Average CPC, Average position, and all the usual pre-click data from AdWords. When we link the two together and enable auto-tagging, AdWords passes this data automatically over to Google Analytics, and the easiest way to link these two together is to start by logging into the AdWords interface. Go ahead and choose the Tools and Analysis tab and drop down here to Google Analytics. If you haven't yet linked your Google Analytics and AdWords accounts, click on the gear in the upper right- hand corner of the window. This will bring you to your Analytics Profile settings page.
Here we are looking at the profile settings, but we don't want to link just one profile, we want the entire account. So click on All Accounts and then select the Google Analytics account that you want to link to this AdWords account. Click on the Data Sources tab and this AdWords page should appear, allowing you to link your AdWords and Analytics accounts. Now you can see the Google Analytics interface from right here inside of AdWords. If we wanted to, we could do everything we can do with Google Analytics right here, but the real value is that the accounts are now linked and integrated, which will enable the full power of the reports in the rest of this chapter.
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