Google Analytics Breakthrough

14 Google Analytics Integrations— The Power of Together

While Google Analytics (GA) is indispensable for gaining actionable insights on your website and mobile app activity, the truth is that we don’t live in a silo. Marketers and analysts deal with many other systems, each with its own focus and data. In this chapter, we’ll examine the integrations between GA and other Google services and several useful integrations outside the Google ecosystem.

Keep in mind that the primary goal of the integration is not to match or reconcile the data from two different sources, but rather to provide additional context, connect the elusive dots and derive more actionable insights. Let’s walk through a simple and common example. Say you see a huge spike in traffic coming from Paid Search. Not only that but you’re also seeing more conversions. A good thing, definitely. But what if the cost of this increased traffic was significantly higher than what you’re willing to pay for? What if these additional conversions are cost prohibitive? Having the AdWords cost data readily available in the GA reports would enable faster decision making, and would save you the time to log into AdWords, search for the specific campaign of interest, and dig for the specific report just to find this one piece of information.

In this chapter, we cover three main integrations:

• Google AdWords (including remarketing)
• Google AdSense
• Third-party platforms and applications

With the complexity and power of the Google AdWords ...