PPC managers constantly optimize their campaigns and on-site copywriting. Learn how to perform a pay-per-click traffic analysis in Google Analytics for this purpose.
- [Narrator] Pay-per-click traffic analysis…is relatively straightforward in Analytics…when you measure Google AdWords traffic.…But since we rely on other providers too,…such as Facebook, LinkedIn, and Bing Ads,…it can become a bit more challenging,…and that's because Google Analytics does not measure…all of the sources under paid traffic.…In Analytics, let's look towards the left area…and look at acquisition.…If you want to expand that tab,…notice that there's a separate tab called AdWords,…which you can also expand.…
Then you will notice a range of options…that will all produce analytic views on AdWords traffic.…These are the options that are not available…for other forms of paid traffic,…but only for Google's own product, AdWords.…Whilst all of these options here in the left column…are also available in AdWords,…what makes it more useful in Analytics…is the other behavioral metrics that are available.…Let's take a look at it.…If we select keywords as an example,…and scroll down in the report,…in the behavioral column you'll notice…
Note: This course picks up where Google Analytics Essential Training leaves off. If you have questions about how Google Analytics works straight out of the box, see that course for more information.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
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- Doing more with analytics
- Understanding user intent
- Setting up site search
- Using content grouping
- Building customized team reports
- Setting up operational dashboards
- Fault reporting with segmentation
- Conversion rate analysis
- Creating a custom attribution model