getting started with adwords api and google analytics

Google Analytics for AdWords DevelopersA quick overview of the platform and APIs

Marc Wandschneider (+marcwan), Google, Inc.

Agenda

● Intro to Google Analytics

● Platform & Developer Opportunities

● Developer Program


Intro to Google Analytics(Or a quick review for those who already use it)


A Platform to Optimise your Business

The Google Analytics Platform lets you measure user interactions with your business across various devices and environments, at Google speed and scale. Gain new insights and optimize the performance of your business.

What is Google Analytics?


● Reach a massive audience

● High user demand / feature request

● Comprehensive documentation and resources

● Technology

● Low barrier to entry and cost

Why Google Analytics?


Improve effectiveness of marketing initiatives○ SEM, Remarketing, Campaigns

Improve user experience○ In-page analytics, site speed, event tracking

Conversion attribution○ Visitor behavior to sales, path analysis, eCommerce

Experimentation tools○ Optimizations (content, data)

Impact of Google Analytics


Analysis Tools


Content Analytics


Mobile Analytics


Conversion Path Analysis


Social Analytics


Google AdWords & Analytics Together …Never gonna give you up, never gonna let you down …


Linking AdWords & Google Analytics

● Import Google Analytics goals and transactions into AdWords

● View Google Analytics site engagement data in AdWords● Create remarketing lists in Analytics and import into

AdWords for targeting specific audiences● Automatically view your AdWords click and cost data

alongside your Analytics site engagement data.


Google Analytics / AdWords Integration

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Google Analytics and the AdWords API

● New GA Data in AdWords API○ Bounce rate○ Pages / visit○ Avg. visit duration (seconds)○ % new visits

● Provides new signals for optimization○ Clients can use existing tools


Analytics Reporting API and UI

Can access GA data with AdWords AdGroup ID and Criteria ID- Keys to “join” with adwords API for richer bid optimization- Unique to GA integration

GA Ecommerce Data- Transaction Revenue- Transaction Quantity- Product Names / Revenue

Conversion Data- GA supports 20 goals

Engagement Data- Pages viewed- Internal Site Search Data- Event Tracking- Site speed Data

Multi-Channel Funnels API- Full AdWords conversion paths


Measure the impact of services and optimizationsGain stronger campaign optimization signals

Increase customer retention● Use Google Analytics data to prove value of services

Increase revenue● Users optimize their business increasing service usage

Save time and money● Don’t need to build a new analytics solution

Google Analytics Partner Integration


The Google Analytics Platform


Developer Platform Overview

PROCESSINGCOLLECTION

analytics.jsAndroid / iOSMeasurement ProtocolCustom Dimensions / Metrics

CONFIGURATION

Management API- Account- Property- View (Profile)- Goals- Experiments- Data Import

REPORTING

Core ReportingMulti-Channel FunnelsReal Time ReportingMetadata


SDKs and APIs

Collection● Web Tracking● Mobile - Android & iOS● Measurement Protocol

Configuration● Management API

Reporting● Core Reporting API● Multi-Channel Funnels Reporting API● Real Time Reporting API● Metadata API


Types of Apps

QuicklyticsMobile App

AnalyticatorContent Management


Types of AppsIntegration as a feature

MailChimpEmail Marketing

Raven Internet Marketing ToolsSEO


Tableau SoftwareDashboard / Visualization

GA Data GrabberReporting Tools

UserReportSurveys

Analytics CanvasData Connectors / ETL

SiteAppsSite Audit

InfinityPhone Call Tracking


Developer Program


● Quota Increases

● Trusted Tester

● Promotional Opportunities

○ Blog post, case study, hangouts, events

● Notifications & Updates

Program Benefits


Program BenefitsApp GalleryListing, Featured, Editor's Picks


Check Out:Google Analytics Developershttp://developers.google.com/analytics

Google Analytics App Galleryhttp://google.com/analytics/apps


Questions?


Platform and Integration Points