Campaign Tracking and Adwords Integration slide 0

Campaign Tracking and Adwords Integration

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    10-Aug-2014

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  • Campaign Tracking and AdWords Integration
  • Agenda
    • Campaign tracking and AdWords integration
        • Analyze all Marketing Campaigns
        • How to Track your Campaigns
        • Integration with AdWords
        • Linking AdWords to Analytics
        • Autotagging Links
        • Why Autotagging?
  • Analyze all Marketing Campaigns
    • Google Analytics allows you to track and analyze all of your marketing campaigns such as:
    • Paid search campaigns
    • Banner ads
    • Emails
    • Other programs
  • How to track your Campaigns
    • Google Analytics allows to track your marketing campaign URLs in two ways:
      • Autotagging in AdWords
      • Manually Tagging Links
    • Autotagging your links in AdWords:
    • 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.
    • In order to enable autotagging, youll need to link your AdWords and Google Analytics accounts
  • How to track your Campaigns
    • Manually tagging all other links
      • 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.
      • You may also choose to manually tag AdWords links if you do not wish to enable autotagging.
      • The tags are campaign variables that you append to the end of your URLs.
  • Linking AdWords to Analytics
      • By linking Google Analytics to your AdWords account, you can get advanced reporting that measures performance and ROI for your AdWords campaigns.
      • Within AdWords, click the Analytics tab to link your accounts.
      • The AdWords login that youre using will need administrator privileges in Analytics in order to link the accounts.
      • If you dont already have an Analytics account, you can click the Analytics tab and create one.
  • Linking AdWords to Analytics
      • 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.
      • You can choose to tag your AdWords keywords manually if you decide not to take advantage of this feature.
      • 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.
  • Linking AdWords to Analytics
      • It is possible to link one Analytics account to one AdWords account only.
      • For administration purposes, you will want to create a new Analytics account for each associated AdWords account.
      • 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).
  • Autotagging
    • Why Autotagging
      • Autotagging allows Analytics to distinguish between organic traffic and advertising.
      • If Autotagging is not enabled, unpaid and paid clicks will look like they came from same source: Google/organic
    • By default, Analytics considers them both to be from Google organic search results.
    • 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.
  • Autotagging
    • How Does Autotagging Work:
      • Autotagging automatically adds a unique id to your destination URLs when a visitor clicks on your ad
      • Autotagging works by adding a unique id, or g-c-l-i-d, to the end of your destination URLs.
      • 3rd party redirects and encoded URLs can prevent autotagging from working properly.
      • Test these cases by adding a unique parameter to the end of your URL --- for example you could add ?test=test.
      • Heres an example of a gclid appended to the end of a URL. www.mysite.com/?gclid=123xyz
  • Autotagging
    • How to enable auto tagging:Google
      • Go to the My Account >> Account Preferences tab within your AdWords interface
      • 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.
    • View AdWords Data in Your Reports:
      • By Applying cost data to your Analytics account allows you to view your
    • AdWords click, cost, and impression data in your Google Analytics reports.
  • Autotagging
    • Importing Cost data From Adwords:
      • All AdWords cost data from an account will be imported into any profile in which the apply Cost Data checkbox is selected.
      • Make sure both AdWords and Analytics accounts are set to the same currency so that ROI data is accurately calculated.
      • If you don't want cost data imported into a particular profile, you can edit the profile settings.
      • Google Analytics is only able to import cost data from AdWords, and not from other ad networks.
  • Data Discrepancies
    • There are several reasons for these differences.
      • AdWords tracks clicks, while Analytics tracks visits.
      • 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.
      • Invalid Clicks.
      • AdWords data is uploaded once a day to Analytics so the results for each may be temporarily out of sync.
      • Missing Google analytics code.
      • If autotagging disabled, make sure that you manually tag your Destination URLs with campaign tracking variables.
      • 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.
  • Manual Campaign URL Tagging:
      • GA automatically tracks referrals and search queries
      • To differentiate b/w natural and paid results, we have to add tags to the destination URLs
      • Keep in mind that even if you add your own tags, you wont see any Ad Group information from AdWords.
  • Manual URL Tagging
    • You should always use the following variables:
      • Campaign Source - Identify an advertiser
      • utm_source .- Identify an advertiser
      • utm_medium - Advertising medium
      • utm_campaign - campaign name
    • Optional variables:
      • utm_content - used to track different versions of an ad
      • utm_term - paid search keyword
    • Example:
    • http://www.mysite.com/?utm_source=google&utm_medium=banner&utm_campaign=email
  • URL Builder
    • URL Builder:
    • http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
      • To easily create your campaign URLs
      • If you have a large number of URLs to tag, you can use spreadsheets to automate the process.
    • Best Practices:
      • If youve enabled autotagging, dont manually tag your AdWords destination URLs.
      • Create your links using URL builder
      • Use consistent names and spellings for all campaign values
      • Use only the campaign variables you need