Google Analytics Metrics In AdWords – PPC Tuesday

By Matthew

Want to Learn about Google Analytics Metrics in AdWords? Analyze This!

Google Analytics Metrics

On 7/12, Neil Collins of Periscopix wrote about seeing Google Analytics metrics in an AdWords account:

http://www.periscopix.co.uk/blog/bounce-rate-pages-per-visit-and-average-time-on-site-now-available-in-adwords

The metrics he saw were: bounce rate, pages per visit and average time on site. He only noticed these metrics in one account, which most likely indicates a test Google is running. When and if these metrics become a staple in all AdWords account, it will be a huge win for advertisers.

Pre and Post Click Metrics

Before discussing the benefits of Google Analytics metrics in AdWords, let’s distinguish the difference between pre click and post click metrics. Pre click metrics, such as clicks, impressions and click-thru-rate (CTR), occur before visitors get to your site. For example, we can say that keyword A saw 100 clicks and 1,000 impressions for a CTR of 10%. From this data, we can gather that our keyword is highly relevant to our ad. Post click metrics, such as conversions, cost per conversion and conversion rate, indicate how well visitors are completing our desired goals. If the CTR is 10%, but our conversion rate is 0%, we can determine that the landing page does not meet the expectations set forth in the ad.

Previously, the only post click metrics we could see in AdWords were conversion related. In other words, unless visitors converted, we had no idea why they dropped off. Assuming your AdWords and Analytics accounts were linked, you could always go into Analytics and review the post click data. This option was viable (and highly recommended), but it involved going to a different source to view the post click data. Unless you have dual monitors, going back and forth between AdWords and Analytics can be a bit tiresome.

Thus, the addition of more post click metrics into AdWords is highly welcomed.

Better Clarity

By viewing bounce rate, pages per visit and average time on site directly within the AdWords interface, we can get much more of a complete picture of how campaigns, ad groups, keywords and ads are performing post click. Let’s go back to our keyword with a 10% CTR and 0% conversion rate. Say we want to A/B test our landing pages with one ad going to landing page A and the other going to landing page B. Our conversion metrics will certainly be the primary factor in determining success, however, our Google Analytics metrics can now give us a better idea of how visitors are interacting with the site. We may find that the average visitor going to landing page B spends two minutes more on the site than that of the visitor going to landing page A. Even if conversion metrics don’t differ between the ads, we know that landing page B is more engaging. We can then shift our attention to potentially making conversion funnel updates, knowing that landing page B is relevant.

View the Metrics!

*Image courtesy of http://www.periscopix.co.uk/blog/bounce-rate-pages-per-visit-and-average-time-on-site-now-available-in-adwords/

To see if your account has Google Analytics metrics you’ll need to click the “Customize columns” menu option. The Google Analytics metrics set will be listed in the left hand column with associated metrics to the right.

Thanks for reading today’s edition of PPC Tuesday. If you have any questions or comments please leave them below!

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