How Google Analytics and AdWords Talk To Each Other

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.7 instructor rating • 4 courses • 187,472 students

Learn more from the full course

How Retargeting Works–The Complete Guide To Retargeting Ads!

What Is Retargeting and How Does It Work? Learn Remarketing Secrets That Will Help You Convert Your Abandoning Visitors!

08:25:16 of on-demand video • Updated June 2016

  • Profitably set up, manage and optimize professional retargeting campaignis
  • Use advanced retargeting techniques to stay in front of your most engaged website traffic
  • Setup advanced retargeting and remarketing audiences in Google Analytics and Google Adwords
  • Track sophisticated characteristics of your website visitors to be used in your retargeting campaigns
  • Deploy your remarketing and retargeting tags through Google Tag Manager
  • Understand what retargeting is and how it works
  • Understand the technology underlying every retargeting and remarketing campaign on the web
  • Choose which website visitors you want to spend money retargeting to, and which ones you don't
  • Understand your website visitors psychologically, and understand where they are in the funnel
  • Plan your retargeting lists and audiences to maximize profit
  • Save time setting up your retargeting and remarketing campaigns by using advanced tips and shortcuts in Google Tag Manager
  • Use Google AdWords to set up and manage your retargeting campaigns
  • Use Google analytics to analyze your website traffic to enhance your pre-exisiting retargeting lists
  • Expertly use the Google Analytics audience builder to lay the groundwork of your retargeting campaigns
  • How to use affinity audiences and in-market segments to enhance your retargeting campaigns
  • How Google Adwords and Google Analytics integrate and share retargeting and remarketing lists
English How do remarketing fans and welcome back. We're finally up to this stage in this course where we're going to be able to take everything that we've learned so far and move into Google ad words where we're going to launch optimize configure and develop our actual remarketing advertising campaigns. But before we do the actual configuration and setup of our marketing campaigns we need to talk a little bit about how Google Adwords analytics talk to each other because it's important for you to know and understand how the different data is shared between the two platforms and Edwards do share a lot of data but not all of that data that the two platforms share with each other relates directly to remarketing and they will and not all that data is shared in the exact same way. So we have our Google AdWords account and we have our marketing campaign and we likely have our remarketing tag on our website taken from google adwords. But what data is shared between Edwards and analytics. So for example you were able to import a lot of essential Google Analytics information on your website visitors into ad words where you could see that data alongside the different reports insider Edwards campaigns. Here is a screenshot of the Collin's configuration page inside Google adverts by navigating to columns and then you get to select modify column you're going to be presented with this modify columns menu instead of Google adverts. Now keep in mind you can do this via the campaigns tab. The ad groups tab the ads tab keywords tab in any of these data levels in the hierarchy of your adverts campaigns are going be able to modify the columns and add Google Analytics data so you're going to want to go over to the Google Analytics menu item right over here inside your modified Collins view and you're going to be presented with a number of different potential columns that you could add to your AdWords reports. These are the four primary data points that are going to be able to import in from Google Analytics . Keep in mind you're only going to be able to see this Google Analytics menu item if your analytics and our two campaigns are linked. You're going to be able to import boundary pages procession average session duration and the percentage of new sessions. This is data pulled from Google Analytics that's tracked from the Google Analytics tag and simply imported into adverts. So you could see a bit of a richer data set on your adverts traffic. So people coming in from your ad campaigns whether they be search campaigns display campaign shopping campaigns YouTube video campaigns remarketing campaigns and we'll be able to see the bounce rate pages procession and these important metrics as you know from undefine columns once you click on the double Chevron over here to add the columns in your report. You could click and drag and move it around over here and then click save and you'll be able to see all those data points inside the actual average reports whether you're in the campaign level the admin level keyword level ad level so on and so forth. So that's how you're going to be able to import a number of important metrics from Google Analytics inside your adults camp. What about the other way around. What about importing data from Google Adwords into Google Google Analytics. So here's a screenshot of an analytics dashboard. So by navigating over to the acquisition menu over here you then want to twirl down this AdWords dropdown menu. You'll be presented with a number of different sub menu categories like campaigns tree map site links things like that but we're primarily focused on just looking at campaign data in that campaign report . You're going to see a lot of different data pulled directly from afterwards. So over here we have the campaign name and the campaign I.D. which is pretty cool. We're able to see the total amount of clicks for each campaign. We're able to see the total cost of each campaign. The average cost per click of each campaign. And we can see a lot of other typical Google Analytics that like sessions bounce rate pages per session and then obviously we can see our entire section on goal completions e-commerce. However we're tracking this information inside of Google Analytics. If you were to click on any of these campaign names you would go deeper into the hierarchy and take a look at Add group keywords all that information at a campaign ad group keywords that all that information is going to be imported from Google adverts into Google Analytics So once again if you're navigating through data and Google Analytics you could see how your adverts campaigns traffic is doing. Another cool feature that Google Analytics recently released is this deep linking feature if you're inside analytics and you see these little adverts icons over here. You're able to click on those icons and it will take you to the exact adverts campaign inside Google adverts which is a nice little feature if you're kind of you know pogo sticking back and forth between analytics and Edwards are able to navigate into specific campaigns and egrets using the deep linking feature by clicking on the adverts icon. So that's primarily how Google Adwords and Audix talk to each other when it comes to sharing generic campaign and session really data. But what about remarketing What are the most important aspects that you want to be focusing on for remarketing in terms of how Google Ad Words and Google Analytics share that firstly goes from Google Analytics can be important to address that's convergence. This is optional. You have the option of tracking goals that you set up in Google Analytics. Whether that may be event based goals URL based goals time on site based goals. Any of that deep complex very customizable data that we use to create goals and analytics can be pulled into Google outwards as conversions in the next lecture are going to talk a little bit more about viewing and importing gold data from Google Analytics into ad words. But the one thing that you want to be careful about is it is that if you're tracking conversions using the Google Adwords conversion tracking tag which I recommend you don't want to duplicate conversions if you import the same exact goals so you have a conversion tracking tagging Edwards which tracks people who reached the thank you page of a contact form submission. And you also have a goal set up in analytics that triggers a goal when they reach the thank you page of a Contact Us form that same page and you import that goal into adverts that count as a conversion you're going to be duplicating your conversion. So one person who clicks on an ad and submits a sales form in afterwards you'll be showing two conversions when in fact it was really one conversion because you're duplicating the conversion because you're importing it from Google Analytics as well. So you want to make sure that you're not duplicating conversions. You could also selectively import certain goals from Google Analytics into Google hours and I'll show you that in the next section. Even more importantly remarketing audiences are automatically important into Edwards to be used retargeting in your display campaigns or search campaigns. If you're running Gmail ads campaigns YouTube campaigns and marketing campaigns this is one thing which is really important and this is the most crucial aspect of what we're going to talk about. You have the ability to set up remarketing audiences directly instead of Adwords without touching analytics . We haven't explored that yet but we will in a couple of sections using the basic the more simplified version of audience creation using the Google ad where you are based rules. I've been focused on giving you a deep fundamental understanding of the Google Analytics audience builder because you create much more nuanced and sophisticated audiences inside Google Analytics and then use them inside Google adwords. They're going to be automatically imported into Google which for you to use in those campaigns is something you have to specifically do they're going to be there for you to use if you want to use. That's the difference between goals being tractor's convergence and outwards and remarketing audiences . If you're importing a goal or if there's a goal then that's something which is being tracked based on data coming in or remarketing audience only has an effect. If you use it as a targeting method remarketing audiences are targeting methods the same way a key word in a search campaign is a targeted method. Paying for ads based on a keyword which relates to people search queries a real marketing campaign is paying for ads based on people on an audience so I don't have that audience in a specific campaign or active in a specific Adword if I don't specifically tell Google to do that then it's just sitting in my account in the reserves waiting for me to use. Which is different than goals and conversions goals and conversions are being tracked based on the data that is being pulled from any of the campaigns inside outwards that are active. The next lecture. I want to quickly show you how to import goals into Google Adwords from analytics and then the section after that we're going to talk about remarketing audiences how you see your remarketing audiences in Google Adwords from Google Analytics. And then we're going to talk about actually building audiences in the Google Adwords audience builder . If you don't want to use the Google Analytics builder or if you want to just do some simple URL based audiences which is absolutely perfect and it's very effectively done that directly inside of Google Adwords where you don't have to go into Google Analytics whatsoever. So I will see you guys in a few seconds and the very next lecture