Understand and navigate Google Analytics with ease
Pass the Google Analytics Certification Exam
Learn how to MASTER Google Analytics 4
Next, we want to link your AdWords account to your Google Analytics account. This will provide you with advanced data reporting to your paid ads. Remember, you need to use that same Gmail address that you use to start this Google Analytics to start your Google AdWords account. You can only use one Gmail for your AdWords Analytics and Google search console, if you manage AdWords for a client, you will need to start a new Gmail for their AdWords. In analytics, they have to be the same Gmail. So to link these accounts, you can go to the admin tab and then select the account you want to edit. And under the property column you can click AdWords linking. You'll be prompted to select and link to your AdWords account under this same Gmail address. Once you link your AdWords account, make sure to enable auto tagging. This option appends a unique ID to the end of the destination. You URL for your analytics so you can track each click. So link your account, then select. Enable auto tagging. Now you want to go to your AdWords dot Google dot com account. Click that settings gear in the top right and then click linked accounts on this page. You'll want to select Google Analytics. And make sure to enable auto tagging on this page as well, auto tagging has to be enabled on both analytics and AdWords by enabling auto tagging in Google Analytics and Google AdWords, you'll be able to distinguish between organic and paid traffic in Google search. If this auto tagging isn't enabled, paid and unpaid, Google traffic will look like they came from the same source, Google Organic. So how does auto tagging work? Tagging automatically adds a unique ID to the end of your destination URLs, so when a visitor clicks, your paid ad in Google search just adds the unique ID tag JKL ID and then a no. Google AdWords auto tagging is great for tracking data specific to those ads. But what about other referral traffic, such as traffic from a banner or a Facebook ad or email marketing? For this, I use manual Google tagging. For these referral links, so you URL tagging includes various tags, but you should minimally use those top three variables UTM Source, UTM, Medium, UTM campaign, you can use them in any order. Google Analytics is just looking for that correct UTM name for data collection. You just need to make sure you format the domain correctly after the domain name Inari slash, then questionmark, then UTM tag name, then the equals sign, then type in the UTM tag name. That is just for your reference, so you can easily identify it in the Google analytics data. So for each UTM you add, make sure to incertain and sign between them. So, for example, if you're getting very specific, such as AB split testing a banner, you can add one of these optional bottom to tags, including the UTM term, UTM content. For example, you could name the UTM content tag, something unique about the version a banner versus the version B banner. So you can see my domain example, your domain dotcom logo. Remember Questionmark to start it then my first utne. It can be any one of these three. They don't have to be an exact order. So like here UTM source equals what do I want to call it. For my reference, this is my reference name Yahoo! And to add another one, what's the second UTM, UTM Medium and so on. UTM campaign. If you don't tag your website, links the non tag, you URL will just show up under referral traffic in Google Analytics and the source will set up as not set or a generic Web site like Facebook dot com. So you'll be able to find your source medium UTM tags. Under acquisition, all traffic source slash media, you can see in this example, this is the website that drove it, and then this is the specific medium that drove it a three hundred and twenty square banner for those campaign tags. You'll find that data under acquisition campaigns, all campaigns. So if you're not confident yet in building your own URL, tagging, Google provides a useful builder form for this. Just go to this website right here in the slide. As you can see in the example I did website was coarsen TV.com. The campaign source was a newsletter. The campaign medium was email. I didn't need anything specific for these two options, the term or content. And then I named the campaign Amazon Course Click Generate You URL. Here we are, UTM Source Newsletter and UTM Media Email and UTM campaign campaign source Amazon course. Now to track the data specific to your paid campaigns in Google AdWords, just navigate to the acquisition section, then click AdWords, then keywords. On this page you can see what keywords are getting the best clicks and what the cost is per click. This is a great page to see what keywords you should target via a blog post or content on your own website. I do this especially if the keyword is expensive for each click on AdWords because I would rather have organic traffic via that search word than me paying for it via AdWords. Also on this page you can click the add content link right up here. So instead of looking at keywords, we can look at the actual ad content itself to see which is performing best within the Google AdWords campaign. Also under this AdWords section, you can discover which keywords were searched. And led to clicks of your Google Edwards campaign. So like I mentioned earlier, Broadman, which is a great way to discover new keywords that are similar to the keywords that you input into your AdWords campaign, but just a broad match, maybe pulling one keyword from a long tail, keywords you used. If you're on a limited budget, a exact phrase, keywords are great for targeting the exact keywords, you know, convert. So again, under this ad, words click campaigns and you can drill down in these campaigns to the ad group level, then to the keyword level. Under this campaign category, by drilling down to the keyword level, you can analyze the impressions and the RBC or the revenue per click. So this is another way to discover keywords that are getting a lot of impressions. So this keyword got one thousand ninety seven impression or searches, but it only led to three clicks. But this is just another great section to drill down for data and harvest all the information you can from AdWords campaigns. So once you're in this campaign section, just select clicks at the top of this page for the click for you. Then you can click the campaign you want to look at, click that campaign's ad group and into like the keyword for that ad group. And then, like I mentioned, we can see the RBC and Arrows. The cross is the return on ad spend. But I look at these two things because I'm all about conversions and revenue, because I'm paying for AdWords campaigns. I want these paid campaigns to equal revenue. Another great section under AdWords is hour of day here. You can instantly see the peak click times. I use this data for two things. First, I will increase my Google AdWords budget for these peak times. And second, I will note these times to send out my MailChimp email marketing campaigns. If I know my type of clients are active in Google search at these times, it's highly likely that they will have their personal email open as well. So as you can see in my screenshot, 8am is the peak time people are clicking my AdWords. So this would be an optimal time to send out my emails.