In May, 2010 Google Analytics added new reports for better tracking of Google Adwords data into Analytics account. For PPC Experts like me, it will be very helpful to measure the quality of Adwords traffic. According to blogpost on official Adwords Blog, these reports are intended to provide better understanding of what happens after visitors comes to your site:
The new AdWords reports in Google Analytics give you more insight into what happens after the click. For example, suppose you wanted to see if potential customers searching for your exact matched keywords were more engaged with your site’s content than those who were searching on broader terms. Using the new reports, you can view all the visits from clicks on exact matched ads for any keyword, ad group, or campaign in your account. You can also see how many pages that group visited and the average time spent on site. If you use the funnel reports in Google Analytics, you can even see the specific step where visitors tend to drop off when trying to make a purchase.
Here is the video which shows some amazing features of new reports that can be used to optimize you campaign:
Your Google analytics and Google Adwords account should be linked properly to see all these reports. If they are not linked properly, you will only see “not set” in all the reports. Also you need to “auto tag” your destination URLs to see this report. The Adwords reports are still in “beta”. (You know how it is with Google, Gmail was in beta for five years).
Details of the new reports
Here is a little brief of new reports:
Ad Group – Once you are in particular campaign, you can see all the reports of different adgroups like visits, clicks, goal conversion, revenue etc.
Keyword – All the details drilled down to keywords and their performance from particular adgroup and campaign.
Ad Content – This report shows you which ad was clicked and ad related performance.
Ad Distribution Network – This report shows whether you have got clicks from Google Search, Search partner or Content Network.
Match Type – This report shows if the clicked keyword was Broad match, phrase match or exact match.
Matched Search Query – This report shows the exact keyword that was typed in by user that triggered your ad to show up.
Placement Domain and URL – This report shows what sites / pages your ads were clicked from. This report is only for content network ads.
Ad Format – It shows whether ads were text ad, image ad or video ad.
Targeting Type – It shows whether click came from keyword targeting or placement targeting.
Display & Destination URL – It shows which display / destination URL was clicked.
These reports can be really helpful for analysts who want to go deep within the data and can help them achieve better ROI.
Although it’s one of the best improvements in analytics I have seen, there are some data discrepancies amongst Google Analytics and Google Adwords. While normal users get confused with clicks data from Adwords and Visits data from Analytics, it is very important to understand the difference between clicks and visits.
Let me know your experiences with these new reports in the comments section below.
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I had maintained PPC Campaign years back for domestic clients. But after, reading above blog….I have become conscious concerned to GooGle Analytics Terminologies specifically for PPC. Indeed, this is such a valuable informative blog…….for me….
Indeed, Details Explained in the Blog is essential while we are handling PPC Campaign for Multiple Clients…..Thanks To Mr. Kaushalbhai Shah….
Regards
Brijen Mahendra Desai