Campaign Tracking and Adwords Integration

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    10-Aug-2014

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<ul><li>Campaign Tracking and AdWords Integration </li><li>Agenda <ul><li>Campaign tracking and AdWords integration </li></ul><ul><li><ul><li><ul><li>Analyze all Marketing Campaigns </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>How to Track your Campaigns </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Integration with AdWords </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Linking AdWords to Analytics </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Autotagging Links </li></ul></li></ul></li></ul><ul><li><ul><li><ul><li>Why Autotagging? </li></ul></li></ul></li></ul></li><li>Analyze all Marketing Campaigns <ul><li>Google Analytics allows you to track and analyze all of your marketing campaigns such as: </li></ul><ul><li>Paid search campaigns </li></ul><ul><li>Banner ads </li></ul><ul><li>Emails </li></ul><ul><li>Other programs </li></ul></li><li>How to track your Campaigns <ul><li>Google Analytics allows to track your marketing campaign URLs in two ways: </li></ul><ul><li><ul><li>Autotagging in AdWords </li></ul></li></ul><ul><li><ul><li>Manually Tagging Links </li></ul></li></ul><ul><li>Autotagging your links in AdWords: </li></ul><ul><li>For AdWords campaigns, enable keyword autotagging which allows Google Analytics to automatically populate reports with click, cost, and other data for every keyword you buy. </li></ul><ul><li>In order to enable autotagging, youll need to link your AdWords and Google Analytics accounts </li></ul></li><li>How to track your Campaigns <ul><li>Manually tagging all other links </li></ul><ul><li><ul><li>The second way to track campaigns is to manually tag links. So, for example, you could tag the links in an email message with campaign-identifying information. </li></ul></li></ul><ul><li><ul><li>You may also choose to manually tag AdWords links if you do not wish to enable autotagging. </li></ul></li></ul><ul><li><ul><li>The tags are campaign variables that you append to the end of your URLs. </li></ul></li></ul></li><li>Linking AdWords to Analytics <ul><li><ul><li>By linking Google Analytics to your AdWords account, you can get advanced reporting that measures performance and ROI for your AdWords campaigns. </li></ul></li></ul><ul><li><ul><li>Within AdWords, click the Analytics tab to link your accounts. </li></ul></li></ul><ul><li><ul><li>The AdWords login that youre using will need administrator privileges in Analytics in order to link the accounts. </li></ul></li></ul><ul><li><ul><li>If you dont already have an Analytics account, you can click the Analytics tab and create one. </li></ul></li></ul></li><li>Linking AdWords to Analytics <ul><li><ul><li>When you link your accounts, you'll have the option of enabling "Destination URL Autotagging. This option allows you to differentiate your paid ads from organic search listings and referrals. </li></ul></li></ul><ul><li><ul><li>You can choose to tag your AdWords keywords manually if you decide not to take advantage of this feature. </li></ul></li></ul><ul><li><ul><li>Your cost data -- the information about clicks and keyword spending -- will be applied once you link your accounts. If you don't want cost data imported into a particular profile, you can edit the profile settings and de-select the cost data option -- after you've completed the linking process. </li></ul></li></ul></li><li>Linking AdWords to Analytics <ul><li><ul><li>It is possible to link one Analytics account to one AdWords account only. </li></ul></li></ul><ul><li><ul><li>For administration purposes, you will want to create a new Analytics account for each associated AdWords account. </li></ul></li></ul><ul><li><ul><li>Note that once you have linked an Analytics and AdWords account the time zone in Google Analytics will automatically take that of the AdWords Account (if they are different). </li></ul></li></ul></li><li>Autotagging <ul><li>Why Autotagging </li></ul><ul><li><ul><li>Autotagging allows Analytics to distinguish between organic traffic and advertising. </li></ul></li></ul><ul><li><ul><li>If Autotagging is not enabled, unpaid and paid clicks will look like they came from same source: Google/organic </li></ul></li></ul><ul><li>By default, Analytics considers them both to be from Google organic search results. </li></ul><ul><li>So, enabling autotagging allows you to see which referrals to your site came from your paid Google campaigns and which ones came from Google organic search results. </li></ul></li><li>Autotagging <ul><li>How Does Autotagging Work: </li></ul><ul><li><ul><li>Autotagging automatically adds a unique id to your destination URLs when a visitor clicks on your ad </li></ul></li></ul><ul><li><ul><li>Autotagging works by adding a unique id, or g-c-l-i-d, to the end of your destination URLs. </li></ul></li></ul><ul><li><ul><li>3rd party redirects and encoded URLs can prevent autotagging from working properly. </li></ul></li></ul><ul><li><ul><li>Test these cases by adding a unique parameter to the end of your URL --- for example you could add ?test=test. </li></ul></li></ul><ul><li><ul><li>Heres an example of a gclid appended to the end of a URL. www.mysite.com/?gclid=123xyz </li></ul></li></ul></li><li>Autotagging <ul><li>How to enable auto tagging:Google </li></ul><ul><li><ul><li>Go to the My Account &gt;&gt; Account Preferences tab within your AdWords interface </li></ul></li></ul><ul><li><ul><li>Choose Tracking option. Make sure that this reads yes. If it says no, click the edit link, check the box for Destination URL Autotagging, and click Save Changes. </li></ul></li></ul><ul><li>View AdWords Data in Your Reports: </li></ul><ul><li><ul><li>By Applying cost data to your Analytics account allows you to view your </li></ul></li></ul><ul><li>AdWords click, cost, and impression data in your Google Analytics reports. </li></ul></li><li>Autotagging <ul><li>Importing Cost data From Adwords: </li></ul><ul><li><ul><li>All AdWords cost data from an account will be imported into any profile in which the apply Cost Data checkbox is selected. </li></ul></li></ul><ul><li><ul><li>Make sure both AdWords and Analytics accounts are set to the same currency so that ROI data is accurately calculated. </li></ul></li></ul><ul><li><ul><li>If you don't want cost data imported into a particular profile, you can edit the profile settings. </li></ul></li></ul><ul><li><ul><li>Google Analytics is only able to import cost data from AdWords, and not from other ad networks. </li></ul></li></ul></li><li>Data Discrepancies <ul><li>There are several reasons for these differences. </li></ul><ul><li><ul><li>AdWords tracks clicks, while Analytics tracks visits. </li></ul></li></ul><ul><li><ul><li>Some visitors who click on your AdWords ads may have JavaScript, cookies, or images turned off. Analytics won't track. AdWords will track as click. </li></ul></li></ul><ul><li><ul><li>Invalid Clicks. </li></ul></li></ul><ul><li><ul><li>AdWords data is uploaded once a day to Analytics so the results for each may be temporarily out of sync. </li></ul></li></ul><ul><li><ul><li>Missing Google analytics code. </li></ul></li></ul><ul><li><ul><li>If autotagging disabled, make sure that you manually tag your Destination URLs with campaign tracking variables. </li></ul></li></ul><ul><li><ul><li>Campaign data can be lost if your site uses redirects. As a result, Analytics wont show the visits as coming from AdWords, but your AdWords report will still report the clicks. </li></ul></li></ul></li><li>Manual Campaign URL Tagging: <ul><li><ul><li>GA automatically tracks referrals and search queries </li></ul></li></ul><ul><li><ul><li>To differentiate b/w natural and paid results, we have to add tags to the destination URLs </li></ul></li></ul><ul><li><ul><li>Keep in mind that even if you add your own tags, you wont see any Ad Group information from AdWords. </li></ul></li></ul></li><li>Manual URL Tagging <ul><li>You should always use the following variables: </li></ul><ul><li><ul><li>Campaign Source - Identify an advertiser </li></ul></li></ul><ul><li><ul><li>utm_source .- Identify an advertiser </li></ul></li></ul><ul><li><ul><li>utm_medium - Advertising medium </li></ul></li></ul><ul><li><ul><li>utm_campaign - campaign name </li></ul></li></ul><ul><li>Optional variables: </li></ul><ul><li><ul><li>utm_content - used to track different versions of an ad </li></ul></li></ul><ul><li><ul><li>utm_term - paid search keyword </li></ul></li></ul><ul><li>Example: </li></ul><ul><li>http://www.mysite.com/?utm_source=google&amp;utm_medium=banner&amp;utm_campaign=email </li></ul></li><li>URL Builder <ul><li>URL Builder: </li></ul><ul><li>http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&amp;answer=55578 </li></ul><ul><li><ul><li>To easily create your campaign URLs </li></ul></li></ul><ul><li><ul><li>If you have a large number of URLs to tag, you can use spreadsheets to automate the process. </li></ul></li></ul><ul><li>Best Practices: </li></ul><ul><li><ul><li>If youve enabled autotagging, dont manually tag your AdWords destination URLs. </li></ul></li></ul><ul><li><ul><li>Create your links using URL builder </li></ul></li></ul><ul><li><ul><li>Use consistent names and spellings for all campaign values </li></ul></li></ul><ul><li><ul><li>Use only the campaign variables you need </li></ul></li></ul></li></ul>