Introduction to AdWords Reports in Google Analytics
AdWords Reports in Google Analytics convert raw data into presentable information. In addition, Google Analytics provides an interactive segmentation which enables you to reorganize the data on the fly.
Overview of Report Structure
AdWords impression cost, position, and click-through data are fetched from your Adwords account once per day.
||Campaign level information. Helps in analyzing the traffic coming from each campaign.
||Indicates position of your AdWords ad when the visitor clicked it.
||Allows you to view and compare Google TV Ads campaign metrics with regular Web site metrics.
||Allows you to analyze the correlation between bid terms and search terms.
AdWords Campaigns Report
Organization of data in this report directly reflects your AdWords account structure. This report is fully interactive; i.e., you can use dimensions/subdimensions, etc. for slicing and dicing your data. For each specific campaign you can analyze its performance in number of ways. For example, you can
- Compare the site usage (visits, pages/visit, etc) with respect to regular site traffic.
- Review the correlation between various site goals
- Study the impact on ecommerce activities (transactions, revenue, etc.).
In the above screen shot, notice that the campaign data is segmented using Visitor Type (i.e., based on New or Returning Visitors). We will discuss other reports during the course.