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Linking AdWords and Google Analytics

These two belong together! Linking Google AdWords with Analytics can help you analyze customer activity on your website after an ad click or impression. It’s a beautiful love story.


AdWords and Analytics

Let’s get introduced. AdWords meet Analytics, Analytics meet AdWords. Both offer insights into the performance of your campaigns. And, those insights get better when you use Google Analytics (GA) and AdWords together. Link these accounts to improve your bidding, messaging and performance.
So, let’s all shake hands and get working.


Key measurements in Google Analytics

Once the accounts have been linked, the data from the AdWords campaigns is automatically imported into the Advertising section of Google Analytics. You can now see how users who click on your client’s ads behave on their website.

Based on this behavior, campaigns can be further refined for even better results - see below:

New visits: This is the percentage of new visits. It tells you how much site traffic can be attributed to AdWords campaigns.

Pages per visit and average visit duration: These metrics tell you about the level of engagement on the website. A small number of pages per visit combined with a short time on site could indicate that the user didn’t find the information they were looking for, or that they didn’t understand how to navigate the site.

Bounce rate: A high bounce rate for AdWords campaigns may mean that users still leave your client’s site immediately without visiting any other pages. This suggests that the landing page may not be relevant to the ad.


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E-commerce measurements

For online shops, Google Analytics provides additional data taken from ecommerce figures or a sale. Conversion Tracking can be linked by ensuring data sharing with other products is enabled. Also, auto-tagging should be activated in AdWords, or in a shopping cart as people may not complete this action.


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