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Adwords Campaign and Correlation with Analytics

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi - I am currently running an Adword Campaign for the last three weeks: When I go to my Alalytics though I have can not run any correlation report between e/commerce and the campaign. Yes both accounts are linked - I want to measure the Adword clicks over revenue in e/commerce. Any help out there?

Garry 

3 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by Mini-CM (Community Manager)
September 2015

Re: Adwords Campaign and Correlation with Analytics

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

Hi Garry,

 

Welcome to Adwords Community!

 

When it comes to analyzing customer clicks on your website, Google offers two products to help you: Google Analytics and Conversion Tracking, which is part of AdWords.

The product that's best for your business depends on the size of your business and your goals. Of course, you can use either of these products or both at the same time -- they won't interfere with each other.

Using Conversion Tracking with Google Analytics

You can import Analytics data into AdWords Conversion Tracking if you meet the following requirements:

Linked your AdWords and Google Analytics accounts
Enabled Data Sharing with other products
Enabled auto-tagging in your AdWords account

This is a good idea if you'd like to do the following:

Access your Analytics conversions and data related to your AdWords clicks.
See AdWords conversions displayed next to your Analytics goals and transactions, which can help you see how to optimize your campaigns.
Import data into Conversion Optimizer to streamline bidding for conversions at a lower cost.

To import your goals:

In your AdWords account, open the Conversion Tracking page. There is a message alerting you that you can link your goals and transactions. Note that it may take up to two weeks for AdWords to import your Analytics data.

In the Conversion Tracking table, click Import from Google Analytics.

From the list, select the goals or transactions you want to import. Each item has field to edit the action name, a menu to choose the tracking purpose, the Analytics profile name, the type of action (goal or transaction), and the name of the action as it appears in Google Analytics. Edit the action name and tracking purpose here so that you can identify the goals when they show up in your AdWords conversion reports.

At the bottom of the table, click Import.

AdWords Conversion Tracking starts importing the data from your Analytics account starting from the day you clicked Import. Historical data from before this date is not added to conversion tracking. Your goals appear alongside your conversion data in your Conversion Tracking page and AdWords reports in about two weeks.

Keep in mind that if you change a goal in Analytics, you need to delete that goal in AdWords, and then import the new version.

 

To track ecommerce transactions on your website, you will need to do two things:

Enable ecommerce for your reports

Configure your shopping cart to send the ecommerce data to Google Analytics

 

Hope it helps!

 

Thanks
Brijesh

View solution in original post

Marked as Best Answer.
Solution
Accepted by Mini-CM (Community Manager)
September 2015

Re: Adwords Campaign and Correlation with Analytics

Explorer ✭ ✭ ☆
# 2
Explorer ✭ ✭ ☆

Hi Garry,

 

Welcome to Adwords Community!

 

When it comes to analyzing customer clicks on your website, Google offers two products to help you: Google Analytics and Conversion Tracking, which is part of AdWords.

The product that's best for your business depends on the size of your business and your goals. Of course, you can use either of these products or both at the same time -- they won't interfere with each other.

Using Conversion Tracking with Google Analytics

You can import Analytics data into AdWords Conversion Tracking if you meet the following requirements:

Linked your AdWords and Google Analytics accounts
Enabled Data Sharing with other products
Enabled auto-tagging in your AdWords account

This is a good idea if you'd like to do the following:

Access your Analytics conversions and data related to your AdWords clicks.
See AdWords conversions displayed next to your Analytics goals and transactions, which can help you see how to optimize your campaigns.
Import data into Conversion Optimizer to streamline bidding for conversions at a lower cost.

To import your goals:

In your AdWords account, open the Conversion Tracking page. There is a message alerting you that you can link your goals and transactions. Note that it may take up to two weeks for AdWords to import your Analytics data.

In the Conversion Tracking table, click Import from Google Analytics.

From the list, select the goals or transactions you want to import. Each item has field to edit the action name, a menu to choose the tracking purpose, the Analytics profile name, the type of action (goal or transaction), and the name of the action as it appears in Google Analytics. Edit the action name and tracking purpose here so that you can identify the goals when they show up in your AdWords conversion reports.

At the bottom of the table, click Import.

AdWords Conversion Tracking starts importing the data from your Analytics account starting from the day you clicked Import. Historical data from before this date is not added to conversion tracking. Your goals appear alongside your conversion data in your Conversion Tracking page and AdWords reports in about two weeks.

Keep in mind that if you change a goal in Analytics, you need to delete that goal in AdWords, and then import the new version.

 

To track ecommerce transactions on your website, you will need to do two things:

Enable ecommerce for your reports

Configure your shopping cart to send the ecommerce data to Google Analytics

 

Hope it helps!

 

Thanks
Brijesh

Re: Adwords Campaign and Correlation with Analytics

Top Contributor
# 3
Top Contributor

Hi Garry,

 

In addition to the detailed explanation by Brijesh, I would like you to encourage and implement Ecommerce Tracking in order to attribute revenue, profite values to your Adwords campaigns.

 

You can follow this link to see how Ecommerce Tracking can be implemented inside your website.

 

Just a thought!

Pankaj

Re: Adwords Campaign and Correlation with Analytics

ONe
Visitor ✭ ✭ ✭
# 4
ONe
Visitor ✭ ✭ ✭
Hi Garry,

Were you able to resolve your issues with Brijesh and Pankaj's answers?

Paul

Re: Adwords Campaign and Correlation with Analytics

Top Contributor
# 5
Top Contributor

Hi Garry,

 

For ecommerce tracking, please see the 2 links below. these will help you set it up.

http://support.google.com/adwords/certification/bin/static.py?hl=en&topic=23772&guide=23767&page=gui...

http://support.google.com/adwords/certification/bin/static.py?hl=en&topic=23772&guide=23767&page=gui...

 

I also suggest that you manually tag all your destination URLs. this gives you the details of KWs, campaigns etc in Analytics. 

This would help you judge the bounce rates etc for a landing page from a aprticular Keyword.

sample manual tagging URL: 

www.sample.com/index1.html?utm_source=google&utm_medium=cpc&utm_campaign=CampaignName&utm_term={keyw...

 

utm_term={keyword} = will pull the exact keyword and replace it here.

CampaignName will have to be entered by you while putting it into your destination URL.

 

Knowing this will help you realise which products are doing well.. from which pages you have the highest bounce rates etc... 

 

Cheers,

Shweta


Cheers,
Shweta

AdWords Top Contributor
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Accepted Solution’!

Re: Adwords Campaign and Correlation with Analytics

Top Contributor
# 6
Top Contributor

Hi Garry,

 

Wow, you got a bunch of very detailed answers here, but I'm not sure if anyone has directly answered your question.

 

Linking up specific eCommerce transactions with AdWords conversions is not the simplest thing to do. This because Analytics attributes traffic differently from AdWords conversion tracking. Analytics will report conversions with the most recent source while AdWords will claim the conversion as long as the AdWords cookie is active.

 

When I look at eCommerce and filter for paid search traffic, I see some of the transactions attributed to AdWords, but not all of them. If the visitor converts during the first visit after a click on your ad, Analytics will properly show that as paid search traffic. But if the visitor leaves your site and returns later using a bookmark or by typing in your web site address, Analytics will attribute the conversion to Direct traffic, and AdWords will claim that conversion. To further complicate the issue, if that same visitor comes back after a few days and converts, Analytics will report the transaction on the day of the vist while AdWords will report the transaction on the date of the original AdWords click.

 

You can reconcile most of the differences with the multi-channel sales funnel report. But you will likely never reconcile the two completely. Reconciling at the campaign level will be close to impossible.

 

Are you using the AdWords conversion script to record conversions, or are you using goals? If you are using goals, I'd switch to the script (and make sure you delete the goal in AdWords or you will double report all conversions). If you're already using the conversion script, or after you switch, make sure you are filling in the conversion value in the script from your shopping cart so you can get accurate total revenue in your reports.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords