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Campaign Tracking and AdWords Integration

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Page 1: Campaign Tracking and Adwords Integration

Campaign Tracking and AdWords Integration

Page 2: 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?

Page 3: Campaign Tracking and Adwords Integration

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

Page 4: Campaign Tracking and Adwords Integration

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, you’ll need to link your AdWords and Google Analytics accounts

Page 5: Campaign Tracking and Adwords Integration

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.

Page 6: Campaign Tracking and Adwords Integration

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 you’re using will need administrator privileges in Analytics in order to link the accounts.

If you don’t already have an Analytics account, you can click the Analytics tab and create one.

Page 7: Campaign Tracking and Adwords Integration

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.

Page 8: Campaign Tracking and Adwords Integration

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).

Page 9: Campaign Tracking and Adwords Integration

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.

Page 10: Campaign Tracking and Adwords Integration

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.

Here’s an example of a gclid appended to the end of a URL. www.mysite.com/?gclid=123xyz

Page 11: Campaign Tracking and Adwords Integration

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.

Page 12: Campaign Tracking and Adwords Integration

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.

Page 13: Campaign Tracking and Adwords Integration

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 won’t show the visits as coming from AdWords, but your AdWords report will still report the clicks.

Page 14: Campaign Tracking and Adwords Integration

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 won’t see any Ad Group information from AdWords.

Page 15: Campaign Tracking and Adwords Integration

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

Page 16: Campaign Tracking and Adwords Integration

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 you’ve enabled autotagging, don’t 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

Page 17: Campaign Tracking and Adwords Integration
Page 18: Campaign Tracking and Adwords Integration