Google Analytics™ Third Edition

Chapter 13. Google AdWords Integration

If there was ever a reason to sign up for your free Google Analytics account, then this is it. You can effortlessly sync your Google AdWords account to your Google Analytics account, enabling ROI measurement metrics for your AdWords marketing campaigns, a fourth Clicks tab, and a few jazzy reports that are available only if you sync your Google accounts.

In this chapter we're going to go that extra mile and not only show you how to do just that—we'll also show you how you can track your non-AdWords marketing campaigns, as well as stuff like banners and e-mail creatives/blasts.

Why Sync in the First Place?

Syncing your Google AdWords account with your Google Analytics account is the equivalent to adding rocket fuel to your 50cc moped. While AdWords already provides a great suite of reporting tools, your Analytics account gives you access to metrics, tabs, and reports that are not available anywhere else in the known world. Also, while your AdWords data is imported into your Google Analytics account, you'll be able to view or apply Goal Conversion, E-commerce (if applicable), Dimensioning, Filters, Custom Reports, and Advanced Segments at the Campaign, Ad Group, and Keyword level, which is tremendously beneficial.

For the most part, reporting at the AdWords level stops immediately after the click has occurred on your ad (unless you're using the Google AdWords Conversion Tracking script). So while your campaigns may have high-quality scores, high ...