Google Ads

Integrating Google Analytics  |  AdWords API  |  Google Developers

Google Analytics is a powerful tool that
helps you keep track of how people use your website. It provides information about your
users, such as where they’re coming from, how long they stay, and how they move
through your website.

With Google Ads, the focus is on getting users to your
website, but that’s only half the battle: Google Analytics fills the gap by
providing insight into what users do once they arrive. When using both together,
you can track things like which ads lead to the most clicks and
conversions, so you can optimize your campaigns to focus on your best-performing ads.

Setup

Setup involves linking your Analytics and Google Ads accounts, and turning on
auto-tagging.

Linking Google Analytics and Google Ads

If you use the same login for both
your Google Analytics account and your Google Ads account, they are already linked.
Otherwise, you’ll need to manually link them according to
these directions.

This one-time setup cannot be performed via the API, so you’ll
need to log in to the Google Ads UI to
link the accounts.

Linking goes both ways, so in addition to getting Analytics data in your Google
Ads account, you’ll also be able to access Google Ads data in your Google Analytics
account.

Turning on auto-tagging

Auto-tagging is an account-wide feature that applies to all ads and campaigns
in your account. When enabled, tracking information is added to the URL so
the landing page can determine which specific ad was clicked. With this
information, Google Analytics can understand
the relationship between a given visit to your landing page and the ad that
triggered that view from Google Ads.

When using Google Analytics with your Google Ads account, it’s essential to turn
on auto-tagging, if you haven’t already. This is done by setting the boolean
value in the
Customer class
within CustomerService
to true. Auto-tagging can also be enabled
via the Google Ads UI.

Reporting

Once you’ve successfully linked your Googe Ads and Google Analytics
accounts and imported the Analytics data into Googe Ads reports through the
Googe Ads UI, the additional Analytics columns begin appearing in your Google
Ads reports. These columns show statistics about what users do on your website
after clicking an ad. These statistics aren’t just for your landing page, but
for your site as a whole. The table below describes the four Google Analytics
columns in the AdWords API.

Column Description
BounceRate The percentage of clicks that hit your site, but didn’t do anything else;
they just landed and left.
AverageTimeOnSite Average time users were on your site after clicking an ad.
AveragePageviews Average number of pages on your website users visited after clicking an ad.
PercentNewVisitors An estimate of the percentage of users clicking an ad who have never
visited your site before.

The API supports all
Analytics report types.
Analytics columns are available in these reports, so you can
break down the data at whatever level you like within your account. To ensure
the columns are correctly populated, verify your
setup steps from
Add Google Analytics Data to Google Ads Reports.

Analytics API

Linking your Google Ads and Google Analytics accounts allows you to see some
basic statistics from Google Analytics, but it also allows you to fetch
Google Ads-specific data using the Google Analytics API.

Once you sign up for the Google Analytics API, you can use it to run queries
that fetch Google Ads data using the Core Reporting API. You can get fields like
CampaignID, AdGroupID, and CriterionID to match up data from Google Analytics
with its source in Google Ads. You can read about how to set up and make
these requests in the Google Analytics article on Google Ads
integrations
. We also
provide a list of Google Ads dimensions available in the Google Analytics
API
.

Note that remarketing
via the AdWords API
is independent from remarketing set up in Google Analytics+Google Ads accounts. You
cannot share remarketing lists between the two, and each method has its own
reporting. For more information about remarketing in Google Analytics+Google Ads, read
these two articles:

Resources

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