Google Analytics: Campaign Tracking and AdWords Integration
I made the following notes when watching the Google Conversion University slides: http://www.google.com/support/conversionuniversity/
Campaign Tracking and AdWords Integration
Two ways to track marketing campaigns.
1. Autotagging your links in Adwords
2. Manually tagging other links
To autotag links:
Within AdWords, click Analytics tab to link your accounts. Once accounts are linked, you can enable destination URL autotagging. If you prefer to manually tag your links, you won't see your campaigns data in GA. If you don't want ad cost data appearing in a specific profile, you can edit the profile and de-select the cost data option after the linking process is complete.
Each AdWords account can be associated to only one Analytics account (and vice versa). You'll need to create multiple Analytics accounts if you have multiple AdWords accounts that you wish to link.
If auto-tagging is not enabled, clicks from both Paid and Organic results will appear to be coming from the same source (google / organic).
Autotagging works by appending a URL parameters gclid= to track the click. To enable, go to My Account in AdWords and ensure Auto-tagging is enabled in the Tracking section. Tick Destination URL auto-tagging in the resulting dialogue.
The data resulting from autotagging will appear in the Clicks tab of your reports. Check that the AdWords and Analytics accounts are set to use the same currency.
Reasons for Data discrepancies between AdWords and Analytics:
1. AdWords tracks clicks whereas Analytics tracks visits.
2. Users may have cookies, JS or images turned off.
3. Unable to load GA tracker (JS error elsewhere in page)
4. AdWords may auto-filter some clicks (spam)
5. Report data sync (GA data updates at minimum daily, so may be out of sync for today)
AdWords Campaign data can be lost if you use redirects from your campaigns.
There are 5 variables to tag URLs.
utm_source: ID the source of clicks (eg. google, local magazine, etc). Appears in All Traffic Sources report.
utm_medium: eg. newsletter, email, cpc, banner. Appears in All Traffic Sources report.
utm_campaign: may be product name or slogan. Appears in Traffic Sources > Campaigns report. For manually tagged AdWords campaigns to appear in AdWords and Keywords reports, the links must be tagged with medium 'cpc' and source 'google'.
utm_term: paid search keywords. Appears in Traffic Sources > Keywords report.
utm_content: use to track different versions of the ad in the same piece of content. Appears in Traffic Sources > d Versions report.
The GA URL Builder in the GA Help Center can create tags for manually tagged campaigns one at a time. A spreadsheet formula is better for doing this at scale.
AdWords Campaigns Reports
Metrics under AdWords clicks tab.
- Impressions - number of times your ads were shown.
- visits & clicks can show different numbers, because users may click an ad, browse the site, leave then return later via a bookmark / direct URL. Fewer visits than clicks may be a sign of missing tracking tags, users who click away from the site before the GA JS has executed, or that significant numbers of users have JS/Cookies/Images disabled.
- Clicks, Cost, TR, CPC, RPC (Revenue per click)
ROI = (Ecommerce revenue + Total Goal Value - Cost) divided by Cost. How much you earned vs you much you spent: 0% is earned=2xspent, 100% is earned = 2xspent, negative ROI shows you spent more than you earned)
Margin = (Ecommerce revenue + Total Goal Value - Cost) divided by Revenue.
10 - 1 / 10
Before deleting low ROI keywords, look at spend and date range (will miss effect of repeat custom, or may take a few days for a user to convert). Set date range at least as long as expected sales cycle.
How does ad position affect performance? See Keyword Positions report. Change 'Position Breakdown' selection to see correlation of different metrics against ad position.
TV campaigns - can create Campaigns and report on TV impressions, Ad Plays, Cost and CPM. Plot, say, # website visits vs. # TV ad impressions.
Ad versions report shows Headline of each ad in the Ad Content dimension and associated other metrics (Visits, Pages/Visit, Bounce Rate etc, but no Clicks tab) for each. Ads that have the utm_content variable in the URL will be shown in this report too.