Getting started with Google Analytics and the AdWords API

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Google Analytics for AdWords DevelopersA quick overview of the platform and APIs

Pete Frisella, Google, Inc.

Agenda

● Intro to Google Analytics

● Platform Overview & Developer Opportunities

● Integrating Analytics & AdWords

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Intro to Google Analytics

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● As advertisers, we’re experts in drawing traffic to a website. However, what happens after the click is less understood.

● Understanding user behavior after they reach a landing page is powerful.

● We can improve our ad targeting and provide insights to the advertiser on how they can improve the website.

Insight Beyond the Ad

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A Platform to Optimize your Business

Measure the acquisition, behavior, and conversion of users.Gain new insights and optimize the performance of your business.

What is Google Analytics?

Measuring User Interaction

Measurement Protocolutm.gif

JS / SDKs Any Environment

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Improve effectiveness of marketing initiatives○ SEM, Remarketing, Campaigns

Improve user experience○ In-page analytics, site speed, event tracking

Conversion attribution○ Visitor behavior to sales, path analysis, eCommerce, goals

Experimentation tools○ Optimizations (content, data)

Why Use GA?

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Acquisition

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Behavior

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Conversions - Goals

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Conversions - Ecommerce

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Conversions - Multi-Channel Funnels

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Conversions - Attribution Modeling

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Real Time Reports

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Yes, there is more....

● Audience Reporting

● Intelligence Reports

● Custom Reports

● Segmentation

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Google Analytics Platform & Developer Opportunities

PROCESSINGCOLLECTIONWeb TrackingMobile - Android / iOSMeasurement Protocol

CONFIGURATION Management API

REPORTINGCore ReportingMulti-Channel FunnelReal Time ReportingMetadata

Developer Platform Overview - APIs and SDKs

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● 10 million users

● Comprehensive documentation and resources

● Lots of apps for tablets and mobile (tools for salespeople)

● Many integration success stories

Vibrant Ecosystem

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● Promotional Opportunities

● Partner Gallery

● Blog and Social Channel Promotion

● Case Studies

● Trusted Testers

● Quota Increases

Technology Partner Program

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Google AdWords & Analytics Together …Never gonna give you up, never gonna let you down …

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Measure the impact of services and optimizationsGain stronger campaign optimization signals

Increase customer retention● Use Google Analytics data to prove value of services

Increase revenue● Users optimize their business increasing service usage

Save time and money● Don’t need to build a new analytics solution

Google Analytics / AdWords Linking

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Google Analytics / AdWords Integration

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ga(‘send’, ‘pageview’);

Google AnalyticsAdWords

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Linking Analytics and AdWords● New GA Data in AdWords API

○ Bounce rate○ Pages / visit○ Avg. visit duration (seconds)○ % new visitors

● New AdWords Data in Analytics API & UI○ Access GA engagment data with AdWords○ AdGroup ID and Criteria ID available.

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ResourcesGoogle Analytics Developershttp://developers.google.com/analytics

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Questions?