How to View Adwords Data in Google Analytics
Do you want to see AdWords reports in Google Analytics? It is quite possible you are missing critical information that can help you create a better experience for your customers. Spending a little time analysing this data could help you improve your return on digital investment. While there are several reasons why you should consider connecting AdWords to Google Analytics, it helps you, in general, to be able to scrutinize and better measure how your advertising campaigns are performing. Even though some Analytics data is the same as the data reflected in AdWords, nonetheless, Analytics is a robust platform that allows you to obtain insight into what your customers do on your website post-click, after all, AdWords is a pay-per-click model and an understanding of how your customers interact with your website is crucial.
Once you link your Google Analytics account to the corresponding AdWords account, then log in to your Google Analytics account. When you are logged in, you will be able to see the Google Analytics homepage where you will find menu items labelled Real-Time, Audience, Acquisition, Behaviour, and Conversions. Click on Acquisition where you would be able to see the AdWords section in the listing. Click on AdWords and you will be able to see a number of reports that are related to your ad campaigns. Having successfully found AdWords reports in your Google Analytics account, you will, now, be aware of which of your ad campaigns are working, where people are getting stuck on your site, why people are leaving before converting, etc.
Access the Best AdWords Reports and take a look at the best ones to analyse the Campaign Report, Keywords Report, Search Queries, Final URLs, and Display Targeting.
The Campaign Report shows how each ad is performing. It will reflect how many times each ad has been clicked upon, the total amount you have paid for each ad, and even the cost per click for each individual ad. Information like the average number of pages/sessions, number of users and sessions initiated, number of transactions occurred after clicking on your ad, how many sessions ended in eCommerce activity, which ads are costing more money, total revenue generated from ad clicks, etc. is also available for your viewing.
While there are many ways to analyse the ad keywords, to start with, find out how Ad AdWords are performing when they have certain keywords in them. Other things to analyse are the cost of each ad with a specific keyword, the number of clicks an ad receives, and the price paid each time someone clicks on an ad with a specific keyword. Also, have a look at different Google Analytic metrics available and what they mean for your conversion rates:
The Search Queries report provides the precise search terms that were entered into Google when one of your ads was shown and clicked on by a user. Now you will be able to see each of your ad campaign’s keywords in one column and the related search query site visitors entered into the Google search engine in another column. These search terms ultimately guide visitors to your ad and then your website. This type of data facilitates you to optimize your AdWords keywords since now you are more aware of what people are typing into search bars that show your ads as relevant to their searches.
The Final URL report shows you the last known URL a site visitor was on before they came onto your website. You can click on the Ad Distribution Network link to find out whether a Google search or your website’s content led your site visitor to the point of conversion. You will, now, know whether your content or Google searches are the most effective at converting your site visitors and make adjustments accordingly.
The Display Targeting report presents you how your AdWords campaigns are functioning in relation to the Google Display Network, which is a tool that permits you to display your ads to the right people at the right time.
This report includes data from two specific campaign types. One type of campaign is for when you want to show AdWords ads on websites and apps that have content related to your ad’s keywords. The other type of campaign aims to reach as many people as possible across the internet while they are using Google search or visiting websites. Target things like ad placements, display keywords, interests, topics, and remarketing of site visitors, gender, and age.
When viewing your data in Google Analytics, you can choose which target you want to analyse by clicking the corresponding tab. Here you’ll examine the interests of those that click on your AdWords ads and land on your site, as well as their behaviour afterward. One of the important things this report gives you is an insight into whether you might be receiving accidental clicks by those people who are not actually interested in what you have to offer. If this is the case, you now have the chance to make changes so that you run more efficient and result-driven ad campaigns.