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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.
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By Samantha Noble @Koozai_Sam
PAID SEARCH REPORTING & ANALYTICSSES LONDON 2014
WHAT YOU’LL LEARN TODAY
Tagging and Linking
AdWords Attribution
Custom Reporting
Conversion Tracking
Useful Reports
Dashboards
TAGGING &LINKING
Google Analytics
Auto Tagging
Google Webmaster
Tools
WHAT SHOULD YOU LINK & TAG?
Other PPC Campaigns
GOOGLE ANALYTICS
Enable Data Sharing to
use functionality
View AdWords click and
cost data in Analytics
Build remarketing lists &
import from Analytics
View site engagement data
in AdWords
WEBMASTER TOOLS
Link www. &
non www. domains
Organic data is not
available historically
Paid and Organic Report
in the dimensions tab
Impressions may be higher
for organic searches
AUTO TAGGING
Automatically tag AdWords
adverts’ destination URLs
Limit the number of data
errors from manual taggingAbility to import goals &
transactions into AdWords
More detailed reporting in
Google Analytics
CAMPAIGN URL BUILDER
Use this to track other
types of campaigns
Compare data across your
marketing platforms
Never use it on
internal campaigns
Never run an online
marketing campaign blind
SETTING UP THECAMPAIGN URL BUILDER
DESTINATION URL TRACKING CODE
?utm_source=bing&utm_medium=cpc&utm_campaign=campaign-name-1
Analytics >>> Reporting >>> Acquisition >>> All Traffic >>> Medium
REPORTING ON THECAMPAIGN DATA
http://kooz.ai/campaign-url-builder
CONVERSIONTRACKING
THE FOURTYPES
Web Page
Call On-Site
Mobile or Tablet App
Import Offline
WEB PAGE
Most utilised conversion option
Simple piece of code on final page
Ability to pull in valueWorks with other
technologies
CALL ON-SITE
Track calls made via your website
Simple piece of code on phone number
In-depth conversion data
Great for business over the phone
MOBILE OR TABLET APP
Track mobile or tablet downloads from your ad
Google Play download tracking needs no code
Limited functionality for iOS apps
Third party tracking URLs not supported
IMPORT OFFLINE
Record offline sales using GCLID ID
Auto tagging must be enabled
Maximum conversion window of 90 days
Upload data using API or .csv
ADDITIONALFUNCTIONS
Import GA Goals
Conversion Window
Import Online Revenue
IMPORT GOALS FROM GOOGLE ANALYTICS
Unable to see View-through ConversionsEasy Access to Data
No Additional Code
Quick To Import
Data Differences
Limited Settings
PRO’s CON’s
SETTING UP YOUR CONVERSION WINDOW
Tools >>> Conversions >>> Search Funnels >>> Time Lag >>> Last Click
TIME LAG REPORT
IMPORT ONLINE REVENUE
Replace 0 with Total
to pull in Total Revenue
ADWORDSATTRIBUTION
DID YOU KNOW?
Analytics and AdWords Record Conversion
Mediums Differently?
ADWORDSATTRIBUTION
1
2
3
Google AdWords works on a last AdWords click attribution basis for conversions
It does not matter what other mediums are used, the conversion will be attributed to the AdWords clickIf a user visits a site via two ads then the conversion will be attributed to the last ad clicked
4Uncover what keywords visitors use before converting by using the Search Funnels report
TOP PATHS REPORT
Tools >>> Conversions >>> Search Funnels >>> Top Paths
>>> Keyword Path (clicks)
ANALYTICSATTRIBUTION
1
2
3
Google Analytics works on a last click attribution basis for conversions
If multiple mediums are used, the final medium will be attributed the conversion
Direct visits do not overwrite the ‘utmz’ cookie so the penultimate medium will be credited
4Uncover what the paths vistors take prior to converting by using the Multi-Channel Funnels and Attribution Modelling reports
GA CONVERSION LAST CLICK
First Visit Second VisitThird 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
GA CONVERSION DIRECT LAST CLICK
First Visit Second VisitThird 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
USEFULREPORTS
PAID & ORGANIC REPORT
AdWords >>> Campaign >>> Dimensions >>> Paid & Organic
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
PAID & ORGANIC DISCOVER KEYWORDS
PAID & ORGANIC TRACK TESTS
DAY OF THE WEEKREPORT
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
Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week
DAY OF THE WEEK PERFORMANCE
Analytics >>> Reporting >>> Acquisition >>> AdWords >>> Day Parts >>> Day of the Week >>> Secondary
Dimension
DAY OF THE WEEK DRILL DOWN
AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
Easier to use in AdWords
although data also in
Analytics
Review for each
campaign
Understand times of the day that are
most valuable
HOUR OF THE DAY REPORT
AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
HOUR OF THE DAY CONVERTING TIMES
AdWords >>> Campaign >>> Dimensions >>> Time >>> Hour of the Day
HOUR OF THE DAY EXPENSIVE TIMES
CUSTOMREPORTING
PPC MATCH TYPEDRILL 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
http://kooz.ai/ppc-match-type
LEVEL MANAGEMENT: PPC TEAM
http://kooz.ai/ppc-level-management
http://kooz.ai/ppc-level-management
LEVEL MANAGEMENT: PPC MANAGER
http://kooz.ai/ppc-level-management
LEVEL MANAGEMENT: DIRECTOR / CEO
DASHBOARDTAKEAWAYS
GENERAL OVERVIEW
http://kooz.ai/ppc-overview
BRAND VS. NON BRAND
http://kooz.ai/brand-vs-nonbrand
REVENUE PERFORMANCE
http://kooz.ai/revenue-performance
FREEWHITEPAPERS
LOADS MORE FREETIPS AND ADVICE
http://kooz.ai/free-whitepapers
Get the reports, dashboards
and slides here:
http://kooz.ai/seslondon
IMAGE CREDITS
Slide 8 - http://en.fotolia.com/id/44446797
Slide 14 – http://www.bigstockphoto.com/image-7414239/stock-photo-technology-internet-websites-reflection
Slide 15 – http://www.bigstockphoto.com/image-45986248/stock-photo-red-old-fashioned-telephone-handset-isolated-on-a-white-concept-for-urgent-or-important-customer-sup
Slide 16 – http://www.bigstockphoto.com/image-37570189/stock-photo-modern-smartphone-with-application-icons
Slide 17 - http://www.bigstockphoto.com/image-51991480/stock-photo-offline-character-laptop-shows-www-communication-status-disconnected
RESOURCE CREDITS
Slide 48 – Dashboard Junkie
Slide 49 – Dashboard Junkie
