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Improve Your Adwords Results From Your 10 Analytics Reports

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Google AdWords via the Google Analytics

The AdWords platform offers many key metrics to help you measure success, such as impressions, clicks, cost-per-click, average keyword position, and ad click-thru rate. These metrics should be monitored against your campaign goals to help determine what you ultimately need to optimize. You can also measure the outcome (and you should if you are not) by tracking conversions (leads, sales, upgrades, etc.) on your site and understand what keywords, ads, campaigns are actually bringing you the money.

If there is one thing I’d urge you to do as a business using Google AdWords it would be to integrate Google Analytics into your Google AdWords campaigns and workflow. There is a whole heap of stuff from which you will benefit, and the upshot is that you and your business will increase the performance insights of your ads and campaigns. Linking your AdWords and Google Analytics accounts aligns the two tools enabling them to work together to provide actionable insights that will augment the success of your advertising spend. Linking Analytics to AdWords will give you the Return on Investment (ROI) clues to deciding on spending more or less budget based on actual data.

Benefits of Using Analytics Reports for AdWords Campaigns

By viewing these Google Analytics reports alongside your AdWords performance stats, you can see what people do after clicking on your ad and reaching your landing page. Here is some of the information viewed via Google Analytics Reports useful for Google Adwords Campaign :

  • Bounce Rate:When someone sees only one page or triggers only one event, Analytics considers this a “bounce.” Your site’s Bounce Rate is the percentage of sessions that are bounces.
  • Session Duration:The average time someone stayed on your site.
  • Pages/Session:The average number of pages viewed per session.
  • % New Sessions:The estimated percentage of first-time sessions.

10 Analytical Reports

Now that we know what are the important components that Analytical Reports showcase , following are some of the reports that can be an effective measuring stick which helps with the success of Google AdWords :

1.) Create Intelligence Alerts

Take your monitoring a step further by adding in Intelligence Alerts in Google Analytics. Once you’ve linked your Google AdWords to Google Analytics, you can create alerts that recognize specific criteria and alert you when that criteria is hit. With Intelligence Alerts, Google Analytics can help you identify positive or negative changes on your site or campaigns. It is recommended you review these alerts daily, and monitor important changes.


2.) Campaign Conversions and Cost

The next statistic you’ll want at your fingertips is the cost of each conversion: per campaign, per group ads, and per keywords. This is particularly useful if you need an overall picture of your investment and ROI in AdWords. You can use this report when you are optimizing your campaigns.

3.) Matched Search Queries Analysis

This report offers insights into the keywords searched for that lead to paid advertising conversions. This report only includes AdWords data. Its standard information, without altering and creating custom reports based on this report, With this data, you can apply advanced filters, or custom filters, to single out segments of traffic. adwords_keyword_matched_query_type-1

It is also useful for looking at search query versus landing page or exit page data using the secondary dimension feature.

4.) Conversions Per City

If your campaign is global in nature, you will need to monitor its performance on a more granular level. This report provides some basic metrics which shows you the relative performance for each city or region you are running campaigns in. By clicking various cities, you will see the campaigns, ad groups, and keywords that are driving traffic to your website, and the most important: the conversions via Google AdWords.

5.) Site Search 

Connect Google Analytics account to your internal site search of Google AdWords and you’ll have a list of every keyword people search for on your site. You’ll know exactly what they think is missing and what they have trouble finding.


Now you need to find out how your site identifies internal search terms. Your site uses what’s called a query parameter for this. You need to make sure Google Analytics knows to look for the same query parameter and identify them as internal search terms.

6.) Mobile Devices Reports

The most useful report presently in the market is for Mobile Devices, because it lets you easily monitor mobile traffic to your website (by device brand, browser, etc.). This report will help you determine whether it’s worth investing more resources into building a mobile optimized website or a more targeted AdWords campaign.

7.) Attrition Model Tool


Conversions are rarely straightforward to attribute to a traffic source. Making the most of the Time Decay attribution Model will allow you to work backwards from the conversion to understand how critical AdWords was in any set of conversions.

8.) Ecommerce Reporting

With the implementation of Google Analytics’ Ecommerce tracking, businesses are able to pinpoint your products’ sales performance. AdWords users will be able to track transactions to specific keywords, understand customer behaviours in the purchase journey, as well as refine site features to increase the life-time value of a customer.

9) Goal Flow

If you’re investing heavily in AdWords it’s vital that you understand any potential barriers to conversion that your site throws up. Using the Goal Flow report will identify entrance and exit points as well as where users dwell due to not understanding what is expected of them or where site content lets them down.

10) Multi Channel Funnels

The last click prior to a conversion is only part of the picture. Multi-Channel Funnels demonstrate the conversion paths and combination of sources on the customer journey that are delivering your site conversions. This is an incredibly valuable way of understanding the role and the value your AdWords campaigns are playing in your site’s performance.

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