Over the next couple of weeks, Google will be rolling out a new AdWord reporting section in its analytics package – Google Analytics. It’s intention is to give advertisers more insight into user actions after their AdWords ads have been clicked. In order to fully access the new AdWords reports, your AdWords and Google Analytics accounts must be linked with destination URL auto-tagging enabled in AdWords.
The new reporting feature I’m most looking forward to using is direct access to exact match keywords in Google analytics. Google currently does not share exact match keyword date on Google Analytics (requires a hack to access exact match keywords).
There are also single click common reporting queries in the overview section that automatically generates reports (see image below):
These reports are meant to answer questions marketing experts and site owners ask about:
- Site Usage
- Goal Tracking and Conversions
- AdWords Clicks
- eCommerce activity and
- Revenue metric ROI i.e. revenue per click
All this data would be available in a drill down mode familiar to AdWords users:
Campaign > AdGroups > Keywords
The new analytics reports would also be able to show data by AdWords dimensions at the campaign, adgroup or keyword level like: Match Type, Ad Content (your text ad title), Ad Distribution Network, matched search query, Placement domain, Placement URL, Ad Format, Targeting Type, Display URL, Destination URL and more (see image below):
These new insights on AdWords campaigns in Google Analytics reinforces the need for AdWords experts to have a deep understanding of Google Analytics to manage their campaigns effectively.