We look at how to connect Google AdWords and Google Analytics to improve your Paid Search reporting. With a focus on tagging and linking data, attribution modelling, custom reporting and conversion tracking.
Including a list of useful reports and free dashboards.
14. WEB PAGE
Most utilised conversion
option
Simple piece of code
on final page
Works with other
technologies
Ability to pull in value
15. CALL ON-SITE
Track calls made via
your website
Simple piece of code
on phone number
Great for business
over the phone
In-depth
conversion data
16. MOBILE OR
TABLET APP
Track mobile or tablet
downloads from your ad
Google Play download
tracking needs no code
Third party tracking
URLs not supported
Limited functionality
for iOS apps
17. IMPORT OFFLINE
Record offline sales
using GCLID ID
Auto tagging must
be enabled
Upload data using
API or .csv
Maximum conversion
window of 90 days
25. ADWORDS
ATTRIBUTION
1
Google AdWords works on a last AdWords click
attribution basis for conversions
2
It does not matter what other mediums are used, the
conversion will be attributed to the AdWords click
3
If a user visits a site via two ads then the conversion
will be attributed to the last ad clicked
4
Uncover what keywords visitors use before converting
by using the Search Funnels report
27. ANALYTICS
ATTRIBUTION
1
Google Analytics works on a last click attribution
basis for conversions
2
If multiple mediums are used, the final medium
will be attributed the conversion
3
Direct visits do not overwrite the ‘utmz’ cookie so
the penultimate medium will be credited
4
Uncover what the paths vistors take prior to converting
by using the Multi-Channel Funnels and Attribution
Modelling reports
28. GA CONVERSION
LAST CLICK
First Visit
Second Visit
Third Visit
(conversion or goal)
Which Reported
Medium?
CPC
Organic
Referral
Referral
CPC
Organic
CPC
CPC
CPC
Organic
Direct
Organic
CPC
Organic
Organic
Organic
Organic
CPC
Referral
Referral
Organic
CPC
CPC
CPC
Organic
CPC
Direct
CPC
Direct
CPC
Referral
Referral
Direct
CPC
CPC
CPC
Direct
CPC
Direct
CPC
Direct
Organic
Direct
Organic
29. GA CONVERSION
DIRECT LAST CLICK
First Visit
Second Visit
Third Visit
(conversion or goal)
Which Reported
Medium?
CPC
Organic
Referral
Referral
CPC
Organic
CPC
CPC
CPC
Organic
Direct
Organic
CPC
Organic
Organic
Organic
Organic
CPC
Referral
Referral
Organic
CPC
CPC
CPC
Organic
CPC
Direct
CPC
Direct
CPC
Referral
Referral
Direct
CPC
CPC
CPC
Direct
CPC
Direct
CPC
Direct
Organic
Direct
Organic
31. PAID & ORGANIC
REPORT
Organic
keyword
impressions
will be higher
than paid
Organic data
will be
populated
from when
you set it up
PPC
investment
has no impact
on organic
listings
AdWords >>> Campaign >>> Dimensions >>> Paid & Organic
34. DAY OF THE WEEK
REPORT
Understand
which days of
the week
work best for
you
0 = Sunday
6 = Saturday
Always use
this report
with a long
time period
Analytics >>> Reporting >>> Acquisition >>> AdWords
>>> Day Parts >>> Day of the Week
35. DAY OF THE WEEK
PERFORMANCE
Analytics >>> Reporting >>> Acquisition >>> AdWords
>>> Day Parts >>> Day of the Week
36. DAY OF THE WEEK
DRILL DOWN
Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts
>>> Day of the Week >>> Secondary Dimension
37. HOUR OF THE DAY
REPORT
Easier to use
in AdWords
although data
also in
Analytics
Review for
each
campaign
Understand
times of the
day that are
most valuable
AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
38. HOUR OF THE DAY
CONVERTING TIMES
AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
39. HOUR OF THE DAY
EXPENSIVE TIMES
AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
41. PPC MATCH TYPE
DRILL DOWN
Understand
which match
types work
best for you
Broad is
typically
cheaper to
bid on but
may not
convert
Exact is more
expensive
and should
convert more
The URL tool builder should never be used on internal campaigns. I’ve seen several instances where businesses run a Sale campaign, for example, and tag the Sale banners on their own site as well. This triggers a new visit every time one is clicked.
Explain a bit more about these….QS actually exists at all of these levels: the ones we know about (keyword, landing page and ads) but also at account level and device level.Each of these types can be optimised in their own little ways.This presentation will go though each type, dispelling myths about them and giving tips on ways to optimise for them
This setting is available for web page conversions onlySet the Conversion Window anywhere between 1 week and 90 days Look at Search Funnel data for Last Click to get accurate dataA short conversion window means you will track less conversions
Discover KeywordsTrack TestsOptimise HolisticallyOrganic impressions will always be higher as they are not restricted by ad serving and budgetsThe data
In this example, we can see that ‘Oak Bathroom Furniture’ is appearing in the organic listings and is generating a fair amount of traffic at a low average position. You can add this keyword to your PPC campaign to see how it works in a higher position.
In this example, you can see that a PPC ad is appearing at the same time as the organic listing. You could test reducing your PPC bid to lower the average position and track whether this increases the traffic you receive for the keyword organically
Understand what days of the week convert best for you0 = SundayIn this example, Saturdays drive the lowest Conversion Rate so it is worth investigating this day furtherSelect Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignAlways look over a long time period before making decisions on time of day
In this example, Saturdays drive the lowest Conversion Rate so it is worth investigating this day furtherSelect Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignAlways look over a long time period before making decisions on time of day
Select Campaign within the Secondary Dimension so you can drill down to see if it is a specific campaignIn the example above, you can see that on a Saturday the highlighted campaigns have driven 0 conversions in the time period selected so it would be worth looking at whether or not to pause or at least reduce the spend on these campaigns on those days. You can drill down even further to look at the individual campaigns on a Saturday for the different time periods but it is easier to see data in AdWords for this. You can use GA tooAlways look over a long time period before making decisions on time of day
Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
Sort the report by Conversions so you can see what the most valuable time of the day is for each campaignLook at increasing your bid adjustment during these time periods to maximise conversionsEither reduce or pause campaign during times that don’t convertAlways look over a long time period before making decisions on time of day
Although Broad match keywords are typically cheaper to bid on, it might be that these keywords are not driving you much revenue or conversions.You can drill down further by clicking on Exact, Phrase or Broad to see what keywords are responsible and pause those that don’t generate much revenue