Better Together: Pair Google Analytics With Google AdWords for Stronger Campaigns
If you have had a Google AdWords campaign up and running for a while, you are probably already familiar with the various AdWords tracking tools. With a simple bit of code, you can track every conversion that takes place on a particular “thank you” or receipt page. You can also import offline conversions, which are a bit more complicated to set up, but very much worth the effort. If you have not yet linked your AdWords campaign with Google Analytics, however, you are missing out on some much deeper tracking possibilities that can ultimately help you build a stronger campaign. Here are a few things you can do with Google Analytics.
User Behavior Tracking
Google AdWords lets you track conversions. However, it doesn’t give you much insight about the visitors who did not convert. Learning more about their behavior on your site can help you identify areas that you can improve, ultimately increasing your conversion rate.
For example, Google Analytics will tell you how many pages the prospect visited, the amount of time they spent on your website, and whether or not they immediately bounced away. In other words, you can track the user behavior of your AdWords traffic to see what those prospects are doing.
Think of AdWords conversion tracking like a light switch. It’s either on or off. You either have conversions or don’t. And when you don’t, then excuse the pun, but you’re in the dark about why the AdWords visitors are not converting. This is why Google Analytics is such a great tool to add as you analyze your advertising performance.
E-commerce and Funnel Tracking
Google Analytics allows you to go deeper than Google AdWords conversion tracking does. If you sell products online, you can use Google Analytics’ e-commerce tracking to monitor specific information about product revenues, transaction details, and length of time from initial interest through completed sale.
Phil is Founder and COO of Main Street ROI. Phil leads the company’s operations and is primary creator of Main Street ROI’s marketing training programs. He is an expert in search engine marketing, website analytics, and sales funnel optimization. Phil’s marketing thought leadership has been published on Forbes.com, Inc.com, MSN.com, and many other major business media outlets.
Phil earned his Master of Engineering Management degree from Thayer School of Engineering and Tuck School of Business and his Bachelor of Arts and Bachelor of Engineering degrees from Dartmouth College. While attending Dartmouth, Phil started every game on the varsity football team as the defensive safety.