Understand and navigate Google Analytics with ease
Pass the Google Analytics Certification Exam
Next we want to link your ad words 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 adverts account. You can only use one Gmail for your ad words analytics and Google Search cons.. If you manage afterwards for a client you'll need to start a new gmail for their ad words 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 add words linking. You'll be prompted to select and link to your ad words account. Under this same gmail address once you link your Edwards account make sure to enable auto tagging this option appends a unique ID to the end of the destination you are l 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 google.com account click that settings year in the top right and then click link to counts 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 ad words by enabling auto tagging in Google Analytics and Google ad words. 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. Protracting automatically adds a unique ID to the end of your destination or else. So when a visitor clicks your paid ad in Google search just adds the unique ID tag GCF ID and then a number Google Edwards 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 e-mail marketing. For this I use manual Google tagging for these referral links so your 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 enter a slash. Then question mark then UTM tag name then the equal 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 team 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 two tags including the UTM ter the UTM content. For example you can name the UTM content tag something unique about the version a banner versus the version B-Bender. So you can see my domain example here. Domain dot com slash. Remember question mark to start it than my first. It can be any one of these three. They don't have to be in 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 ETM UTM medium. And so on UTM campaign if you don't tag your web site links the name tag you or ill will just show up under referral traffic in Google Analytics and this 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 Web site that drove it. And then this is the specific medium that drove it a 320 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 you are l tagging. Google provides a URL builder forum for this. Just go to this Web site right here on the slide as you can see in the example I did web it was course and become 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 your L.. Here we are UTM source newsletter and UTM medium email and YouTube campaign campaign source. Amazon course now to track the data specific to your paid campaigns in Google ad words. Just navigate to the acquisition section then click add words 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 web site. I do this especially if the keyword is expensive for each click on Add words because I would rather have organic traffic via that search word than me paying for it via add words. Also on this page you can click the Add content link read 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 add word section you can discover which keywords were searched and lead to clicks of your Google Edwards campaign. So like I mentioned earlier broad match is a great way to discover new keywords that are similar to the keywords that you input into your adverts campaign. But just a broad match maybe pulling one key word from a longtail key word you used. If you're on a limited budget a exact phrase key words are great for targeting the exact keywords you know convert. So again under this add words click campaigns and you can drill down in these campaigns to the ad group level then to the keywords level. Under this campaign category by drilling down to the keyword level you can analyze the impressions and the PC or the revenue per click. So this is another way to discover keywords that are getting a lot of impressions. So this keyword got 1097 impression for 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 ADD words campaigns. So once you're in this campaign section just select clicks at the top of this page for the click view. Then you can click the campaign you want to look at click that campaigns ad group and then select the keyword for that ad group and then like I mentioned we can see the PC and our OAS the OAS is the return on ad spend. I look at these two things because I'm all about conversions and revenue because I'm paying for ad campaigns. I want these paid campaigns to equal revenue. Another great section under Edwards 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 Edwards 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 8 a.m. is the peak time people are clicking my Edwards so this would be an optimal time to send out my emails.