How To Pull Analytics Data Into Google Adwords
Google Adwords provides a wealth of performance data. You can track impressions (the number of times your ad was shown), clicks, click through rates, quality scores, search impression share and much much more.
Together this data can enable you to really get to grips with your Adwords performance and optimise your campaigns to maximise click through rates, improve your ad relevance and reduce the cost you pay per click.
The default Adwords performance data alone however misses one key point - what happens when people actually get to your website. Luckily there's an easy solution via pulling in Google Analytics data into your Adwords account.
How to link Analytics to your Adwords account
Linking Analytics to Adwords is pretty straightforward. To do so:
- Click onto the cog icon at the top of the screen and select Account Settings
- Select "Linked Accounts" in the menu that appears on the left hand side
- Select Google Analytics
- From the options available select the website property and view and then click save.
How to see Analytics data in Adwords
Now that you've linked Analytics to your Adwords account the next step is to actually show analytics data alongside your campaign performance. To do so:
- Click the Columns drop down button that appears above the Adwords performance graphs
- Select Customise Columns
- Click Google Analtyics
- Choose what Analytics data to show. Options include bounce rate, pages/visit, average visit duration and % new visits.
- Click Apply
Tracking website goals in Adwords
In the past you may have used Adwords conversion tracking code to capture goals on your site. This required a snippet of code to be added to goal completion pages (e.g. a thank you page after completing an enquiry form).
Having linked Google Analytics to your Adwords account conversion tracking is now a lot easier to implement. To do so:
- Click the Tools menu towards the top of the screen
- Select Conversions
- Click import from Google Analtyics
- Select the goals you'd like to feed through to Adwords
- Click onto the Import button
Once enabled you'll need to adjust the columnns again to show conversion data (this time select from the options in the Conversions section).
Adding conversions to your account (once enough data has been captured) also opens up new options in Adwords. For example you can change your bidding method to CPA (cost per acquisition) or alternatively use eCPC (enhanced cost per click).