Google Advertisements is a vital platform for on-line retailers. Google Analytics is one other. Combining the 2 offers wealthy, actionable knowledge to develop visitors and gross sales — assuming that monitoring is about up appropriately.
On this publish, I’ll present an audit course of to verify correct integration.
Syncing Google Analytics and Google Advertisements permits knowledge to cross forwards and backwards between the 2 platforms. Google explains the best way to hyperlink the 2, at “Hyperlink Google Analytics and Google Advertisements accounts,” a Google Advertisements assist submit.
After linking, examine reviews the subsequent day to verify imported knowledge, as follows.
Google Analytics Knowledge in Google Advertisements
To verify knowledge from Analytics is built-in correctly, go to studies in Google Advertisements for “Campaigns,” “Advert Teams,” or “Key phrases” and modify the columns.
In Google Advertisements, go to stories for Campaigns, Advert Teams, or Key phrases and modify the columns.
Then click on on the “Google Analytics” arrow.
Click on on the “Google Analytics” arrow.
Then verify the out there metrics.
Verify the obtainable metrics from Google Analytics.
The next knowledge might be imported from Google Analytics into Google Advertisements.
- Bounce price
- Pages / session
- Avg. session period (seconds)
- % new periods
- Conversion knowledge, resembling ecommerce transactions and objectives. (To import conversions from Google Analytics to Google Advertisements, comply with Google’s directions.)
Importantly, the next gadgets can’t be imported into Google Advertisements.
- Different channel knowledge, akin to from natural search, direct, and social media.
- Different pay-per-click on platforms, corresponding to Microsoft advertisements.
- Knowledge on particular person pages, comparable to web page views and exits.
- Viewers knowledge.
Google Advertisements Knowledge in Google Analytics
To verify imported Google Advertisements’ knowledge, go to Acquisition > Google Advertisements in Google Analytics.
In Google Analytics, go to Acquisition > Google Advertisements to see the imported Google Advertisements’ knowledge.
Many settings and far knowledge could be imported from Advertisements to Analytics, together with:
- Marketing campaign knowledge (impressions, clicks, spend, extra).
- Advert Group knowledge (impressions, clicks, spend, extra).
- Key phrase knowledge (impressions, clicks, spend, extra).
- Search Time period knowledge (impressions, clicks, spend, extra).
- Bid adjustment settings.
Nevertheless, the next knowledge can’t be imported from Advertisements to Analytics:
- Google Advertisements conversions. Analytics can ship conversions to Advertisements, however not vice-versa.
- Knowledge not included within the Google Advertisements reviews in Analytics.
Evaluating Knowledge
A very good apply is to match conversion knowledge for Google Advertisements visitors. If the numbers differ, there’s possible a monitoring glitch.
First, determine the attribution mannequin arrange in Google Advertisements for conversions that use that conversion pixel. In Google Advertisements, go to Instruments & Settings > Conversions.
Determine the attribution mannequin arrange in Google Advertisements for conversions that use that conversion pixel at Instruments & Settings > Conversions.
Then click on on the Advertisements’ conversion motion that makes use of the monitoring tag.
Click on on the Advertisements’ conversion motion that makes use of the monitoring tag.
And observe the attribution mannequin. The instance under is about to “Place-based mostly.” Additionally, word the “Conversion Window.”
The attribution mannequin for this instance is about to “Place-based mostly.” The conversion window is 30 days.
Subsequent, in Google Analytics go to Conversions > Multi-Channel Funnels > Mannequin Comparability Device.
Go to Conversions > Multi-Channel Funnels > Mannequin Comparability Software in Google Analytics.
Then arrange the report as follows:
- Embrace the identical date vary because the comparable Google Advertisements report.
- Embrace only one conversion that ought to be corresponding to the Google Advertisements conversion.
Within the under instance, I might choose “Transaction” or “Aim 1: Positioned Order” as a result of each present almost similar numbers for complete conversions.
In Google Analytics, “Transaction” and “Aim 1: Positioned Order” present almost similar numbers for complete conversions.
Subsequent:
- Replace the trail size to “All” to report all conversions.
- Choose “Google Advertisements” because the conversion sort.
- Set the Lookback Window to match the Google Advertisements setting. In my instance, each have been set to “30 days.”
Filter by conversion motion in Google Advertisements when you’ve got a number of actions.
Filter by conversion motion in Google Advertisements when you’ve got a number of actions.
After which take a look at that quantity. I get 189.9 transactions for the timeframe I’m evaluating for Google Advertisements.
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And in Google Analytics, when making use of the identical attribution mannequin, I get the numbers I have to sum up the worth. (Google Analytics doesn’t present a complete worth. You need to export a .csv to sum up — or do the maths your self). I calculated 177.ninety five complete conversions from Google Analytics, which is near the 189.9 from Google Advertisements.
Use the identical attribution mannequin In Google Analytics as Google Advertisements, then sum up all conversions to match.
If the 2 numbers don’t materially align:
- Verify that the Google Analytics conversion monitoring tag is firing on the identical web page utilizing the identical Google Tag Supervisor set off as Google Advertisements.
- Guarantee Google Advertisements visitors is just not getting redirected and stripping out the AutoTagging question parameters. Comply with the method in “Use Google Analytics to Audit PPC Visitors,” a earlier article.
- Learn “Evaluating Analytics and Google Advertisements conversion metrics,” a Google Analytics assist article.
Different Promoting Platforms
Google presents a complete integration between Advertisements and Analytics. Different platforms, corresponding to Microsoft advertisements, can’t be built-in almost as nicely. However you’ll be able to guarantee monitoring is correct through the use of the identical course of outlined for evaluating Google Analytics with Google Advertisements.
Value knowledge from different platforms can be imported into Google Analytics. I’ve defined that course of, at “Utilizing Google Analytics to Optimize Bing Advertisements, Different Channels.”