Google Analytics Metrics That Can Be Integrated Inside Your AdWords Account

Sometimes it’s not enough to get just conversion data into your AdWords account. In fact, it may not even be possible for some verticals if the conversion doesn’t take place on your site, but rather at your physical location or even some other website.

In these instances, you have to rely on Google Analytics to improve your traffic. Getting that data inside your AdWords account can help make optimization easier.

Benefits of the Integration

Below are a few things you can look forward to should you decide to integrate your Google Analytics and your AdWords accounts:

· It helps you monitor the content quality on your website and also make changes where necessary. Is your content resonating with your ad copy? You have ad copy next to Analytics data.

· The data can be used to automate some account decisions. For instance, you can set up a automated rule to bid more or less depending on Analytics numbers.

· The integration provides you will a lot more on-site data than you normally see in AdWords. Sometimes even conversion data isn’t enough to debug or spot trends. The more ways to optimize, the better.

What data can you pull into AdWords?

Below are five Google Analytics metrics that can be integrated into AdWords for more effective PPC optimization:

1. Duration of website session

Time on site data helps you gauge the quality and relevance of your website’s content. Users tend to spend more time on websites where the content is interesting and relevant to their search. The metric is also a sign of whether or not the users are satisfied that they got what they were expecting when they clicked on the ad. More time means that they like it. Less time means that they typically don’t. For some clients, we will make bid rules based on this. If the time on site is over a certain amount, we may have the account automatically get more aggressive on that keyword. If it’s a shorter duration, we can set rules to lower bids.

2. Percentage of first-time website visits

This is a measure of how many new user sessions your website has. A typical AdWords campaign will bring in a high percentage of new visitors. This will vary from campaign to campaign and it may depend somewhat on where a person is in the buying cycle. More generic keywords will likely produce more new visitors. While a brand campaign, of course, will likely have a higher percentage of traffic that already visited your site. If you are wondering which campaign is bringing in more new customers, this data will help you determine that. These numbers could also fluctuate depending on certain things in your account like changes in broad match traffic quality, so keep an eye on changes.

3. Bounce rate

In website lingo, a bounce occurs when an internet user views one page or performs one action on your website and leaves. A lot of different factors can cause a high bounce rate. Maybe your ads aren’t relevant enough or your content is confusing. Looking at spikes in bounce rate can help you debug a poor performing ad. Or you may be interested in simply testing landing pages and want to compare the results of your experiment in the account. You might notice trends that high bounce rates don’t equate to sales and can set up AdWords account rules based on this data.This is another traffic quality stat that can pinpoint problems.

4. Pages per session

Like session duration, this Google Analytics metric is another snapshot of the quality of the traffic and content on the website. The higher the number, the more engaged the traffic. A low number may correspond with a high bounce rate and low time on site, but not always. Additionally, a smaller site or a site that pushes visitors to other sites could see lower numbers here. The Google Quality Score in AdWords looks at landing page experience. Compare the Quality Score numbers and your analytics data to look for a correlation.

5. Smart Goals

This information from Google Analytics can also be integrated into AdWords via the goal conversions. Smart Goals use machine learning to determine what “good” traffic looks like on your site. They pull together multiple data points and great that into a single Smart Goal conversion of sorts. If you don’t have regular conversion data available, this type of Analtyics metric can also be brought into AdWords.

Integrating Your Account

Integrating your AdWords account is relatively easy. Make sure the email address associated with the AdWords account has access to the Analytics account. Once that is done, go into your AdWords settings and look at the linked accounts.

Here you will see the Analytics accounts available and confirmed when you’ve linked them together:


Once the account is integrated, show the data in your AdWords columns:


That’s it. Play around with the data and look for trends.

As a PPC agency, we always prefer to get actual conversion data whenever possible. Sometimes, it’s just not available. Using the above and integrating those into your AdWords campaign can help optimize traffic quality. The process is easy and the fact that the metrics merge seamlessly make it a tactic worth considering.

Remember, a good AdWords account needs good tracking data…and someone who can interpret that and consistently act on the data. At our agency, data dictates decisions.