Google’s free products Analytics and AdWords are both useful on their own for different purposes. Analytics is used to track user behavior on a website, while AdWords allows users to create pay-per-click campaigns that appear on Google’s search and display networks. By using these products together, their value can be amplified. Read below for two essential steps to integrating AdWords and Analytics.
1. Link AdWords account to Analytics
Linking AdWords and Analytics integrates the information in both of these products. You are able to see Analytics data in AdWords and vice versa. Once you link your accounts, Google populates AdWords information in the “Advertising” section of Analytics. Here, you are able to take an in-depth look into metrics related to your AdWords account, and unlike using AdWords alone, you are able to track metrics related to your website such as bounce rate, time on site and pages per visit. This gives you greater insight into the behavior of website visitors who came from clicking on one of your ads.
2. Set Up Conversion Tracking
A conversion occurs when a website visitor performs a specified action. Setting up conversion tracking in AdWords allows you to gain greater insight into the success of your account, as it tracks how that person got to your site, which pages they visited and other metrics.
You are able to track various types of conversions: URL destination, visit duration, page/visit or event. Examples of specific conversions include completing a form, making a purchase, spending more than 5 minutes on the site, visiting more than 8 pages, or downloading a PDF. Once conversion tracking is set up in Analytics, you can import them into your AdWords account, so that you will be able to see conversion data in your AdWords dashboards. By looking beyond basic metrics such as click-through rate and cost-per-click, you can get a look at the bigger picture of which ads and keywords are the most successful.
As you can see, integrating AdWords and Analytics increases each software’s effectiveness. Using them in conjunction allows you to get a bigger picture look into your data and guides you to make strategic decisions that will further increase your AdWords success and your ROI.