campaign tracking and adwords integration
Post on 10-Aug-2014
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- Campaign Tracking and AdWords Integration
- Agenda
- Campaign tracking and AdWords integration
- Analyze all Marketing Campaigns
- How to Track your Campaigns
- Integration with AdWords
- Linking AdWords to Analytics
- Autotagging Links
- Why Autotagging?
- Analyze all Marketing Campaigns
- Google Analytics allows you to track and analyze all of your marketing campaigns such as:
- Paid search campaigns
- Banner ads
- Emails
- Other programs
- How to track your Campaigns
- Google Analytics allows to track your marketing campaign URLs in two ways:
- Autotagging in AdWords
- Manually Tagging Links
- Autotagging your links in AdWords:
- For AdWords campaigns, enable keyword autotagging which allows Google Analytics to automatically populate reports with click, cost, and other data for every keyword you buy.
- In order to enable autotagging, youll need to link your AdWords and Google Analytics accounts
- How to track your Campaigns
- Manually tagging all other links
- The second way to track campaigns is to manually tag links. So, for example, you could tag the links in an email message with campaign-identifying information.
- You may also choose to manually tag AdWords links if you do not wish to enable autotagging.
- The tags are campaign variables that you append to the end of your URLs.
- Linking AdWords to Analytics
- By linking Google Analytics to your AdWords account, you can get advanced reporting that measures performance and ROI for your AdWords campaigns.
- Within AdWords, click the Analytics tab to link your accounts.
- The AdWords login that youre using will need administrator privileges in Analytics in order to link the accounts.
- If you dont already have an Analytics account, you can click the Analytics tab and create one.
- Linking AdWords to Analytics
- When you link your accounts, you'll have the option of enabling "Destination URL Autotagging. This option allows you to differentiate your paid ads from organic search listings and referrals.
- You can choose to tag your AdWords keywords manually if you decide not to take advantage of this feature.
- Your cost data -- the information about clicks and keyword spending -- will be applied once you link your accounts. If you don't want cost data imported into a particular profile, you can edit the profile settings and de-select the cost data option -- after you've completed the linking process.
- Linking AdWords to Analytics
- It is possible to link one Analytics account to one AdWords account only.
- For administration purposes, you will want to create a new Analytics account for each associated AdWords account.
- Note that once you have linked an Analytics and AdWords account the time zone in Google Analytics will automatically take that of the AdWords Account (if they are different).
- Autotagging
- Why Autotagging
- Autotagging allows Analytics to distinguish between organic traffic and advertising.
- If Autotagging is not enabled, unpaid and paid clicks will look like they came from same source: Google/organic
- By default, Analytics considers them both to be from Google organic search results.
- So, enabling autotagging allows you to see which referrals to your site came from your paid Google campaigns and which ones came from Google organic search results.
- Autotagging
- How Does Autotagging Work:
- Autotagging automatically adds a unique id to your destination URLs when a visitor clicks on your ad
- Autotagging works by adding a unique id, or g-c-l-i-d, to the end of your destination URLs.
- 3rd party redirects and encoded URLs can prevent autotagging from working properly.
- Test these cases by adding a unique parameter to the end of your URL --- for example you could add ?test=test.
- Heres an example of a gclid appended to the end of a URL. www.mysite.com/?gclid=123xyz
- Autotagging
- How to enable auto tagging:Google
- Go to the My Account >> Account Preferences tab within your AdWords interface
- Choose Tracking option. Make sure that this reads yes. If it says no, click the edit link, check the box for Destination URL Autotagging, and click Save Changes.
- View AdWords Data in Your Reports:
- By Applying cost data to your Analytics account allows you to view your
- AdWords click, cost, and impression data in your Google Analytics reports.
- Autotagging
- Importing Cost data From Adwords:
- All AdWords cost data from an account will be imported into any profile in which the apply Cost Data checkbox is selected.
- Make sure both AdWords and Analytics accounts are set to the same currency so that ROI data is accurately calculated.
- If you don't want cost data imported into a particular profile, you can edit the profile settings.
- Google Analytics is only able to import cost data from AdWords, and not from other ad networks.
- Data Discrepancies
- There are several reasons for these differences.
- AdWords tracks clicks, while Analytics tracks visits.
- Some visitors who click on your AdWords ads may have JavaScript, cookies, or images turned off. Analytics won't track. AdWords will track as click.
- Invalid Clicks.
- AdWords data is uploaded once a day to Analytics so the results for each may be temporarily out of sync.
- Missing Google analytics code.
- If autotagging disabled, make sure that you manually tag your Destination URLs with campaign tracking variables.
- Campaign data can be lost if your site uses redirects. As a result, Analytics wont show the visits as coming from AdWords, but your AdWords report will still report the clicks.
- Manual Campaign URL Tagging:
- GA automatically tracks referrals and search queries
- To differentiate b/w natural and paid results, we have to add tags to the destination URLs
- Keep in mind that even if you add your own tags, you wont see any Ad Group information from AdWords.
- Manual URL Tagging
- You should always use the following variables:
- Campaign Source - Identify an advertiser
- utm_source .- Identify an advertiser
- utm_medium - Advertising medium
- utm_campaign - campaign name
- Optional variables:
- utm_content - used to track different versions of an ad
- utm_term - paid search keyword
- Example:
- http://www.mysite.com/?utm_source=google&utm_medium=banner&utm_campaign=email
- URL Builder
- URL Builder:
- http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
- To easily create your campaign URLs
- If you have a large number of URLs to tag, you can use spreadsheets to automate the process.
- Best Practices:
- If youve enabled autotagging, dont manually tag your AdWords destination URLs.
- Create your links using URL builder
- Use consistent names and spellings for all campaign values
- Use only the campaign variables you need