Google Advertisements is a vital platform for on-line retailers. Google Analytics is one other. Combining the 2 gives wealthy, actionable knowledge to develop site visitors and gross sales — assuming that monitoring is about up accurately.

On this publish, I’ll present an audit course of to verify correct integration.

Syncing Google Analytics and Google Advertisements permits knowledge to cross forwards and backwards between the 2 platforms. Google explains hyperlink the 2, at “Hyperlink Google Analytics and Google Advertisements accounts,” a Google Advertisements assist publish.

After linking, test stories the following day to verify imported knowledge, as follows.

Google Analytics Knowledge in Google Advertisements

To substantiate knowledge from Analytics is built-in correctly, go to stories in Google Advertisements for “Campaigns,” “Advert Teams,” or “Key phrases” and modify the columns.

In Google Advertisements, go to stories for Campaigns, Advert Teams, or Key phrases and modify the columns.

Then click on on the “Google Analytics” arrow.

Click on on the “Google Analytics” arrow.

Then test the out there metrics.

Verify the out there metrics from Google Analytics.

The next knowledge will be imported from Google Analytics into Google Advertisements.

  • Bounce fee
  • Pages / session
  • Avg. session period (seconds)
  • % new periods
  • Conversion knowledge, comparable to ecommerce transactions and objectives. (To import conversions from Google Analytics to Google Advertisements, observe Google’s directions.)

Importantly, the next objects can not be imported into Google Advertisements.

  • Different channel knowledge, comparable to from natural search, direct, and social media.
  • Different pay-per-click platforms, comparable to Microsoft adverts.
  • Knowledge on particular person pages, comparable to web page views and exits.
  • Viewers knowledge.

Google Advertisements Knowledge in Google Analytics

To substantiate imported Google Advertisements’ knowledge, go to Acquisition > Google Advertisements in Google Analytics.

In Google Analytics, go to Acquisition > Google Advertisements to see the imported Google Advertisements’ knowledge.

Many settings and far knowledge will be imported from Advertisements to Analytics, together with:

  • Marketing campaign knowledge (impressions, clicks, spend, extra).
  • Advert Group knowledge (impressions, clicks, spend, extra).
  • Key phrase knowledge (impressions, clicks, spend, extra).
  • Search Time period knowledge (impressions, clicks, spend, extra).
  • Bid adjustment settings.

Nevertheless, the next knowledge can not be imported from Advertisements to Analytics:

  • Google Advertisements conversions. Analytics can ship conversions to Advertisements, however not vice-versa.
  • Knowledge not included within the Google Advertisements stories in Analytics.

Evaluating Knowledge

A very good apply is to match conversion knowledge for Google Advertisements site visitors. If the numbers differ, there’s probably a monitoring glitch.

First, determine the attribution mannequin arrange in Google Advertisements for conversions that use that conversion pixel. In Google Advertisements, go to Instruments & Settings > Conversions.

Establish the attribution mannequin arrange in Google Advertisements for conversions that use that conversion pixel at Instruments & Settings > Conversions.

Then click on on the Advertisements’ conversion motion that makes use of the monitoring tag.

Click on on the Advertisements’ conversion motion that makes use of the monitoring tag.

And be aware the attribution mannequin. The instance under is about to “Place-based.” Additionally, be aware the “Conversion Window.”

The attribution mannequin for this instance is about to “Place-based.” The conversion window is 30 days.

Subsequent, in Google Analytics go to Conversions > Multi-Channel Funnels > Mannequin Comparability Software.

Go to Conversions > Multi-Channel Funnels > Mannequin Comparability Software in Google Analytics.

Then arrange the report as follows:

  • Embody the identical date vary because the comparable Google Advertisements report.
  • Embody only one conversion that must be similar to the Google Advertisements conversion.

Within the under instance, I might choose “Transaction” or “Purpose 1: Positioned Order” as a result of each present practically an identical numbers for whole conversions.

In Google Analytics, “Transaction” and “Purpose 1: Positioned Order” present practically an identical numbers for whole conversions.

Subsequent:

  • Replace the trail size to “All” to report all conversions.
  • Choose “Google Advertisements” because the conversion sort.
  • Set the Lookback Window to match the Google Advertisements setting. In my instance, each have been set to “30 days.”

Filter by conversion motion in Google Advertisements when you’ve got a number of actions.

Filter by conversion motion in Google Advertisements when you’ve got a number of actions.

After which take a look at that quantity. I get 189.9 transactions for the timeframe I’m evaluating for Google Advertisements.

Google Advertisements integration 11

And in Google Analytics, when making use of the identical attribution mannequin, I get the numbers I have to sum up the worth. (Google Analytics doesn’t present a complete worth. It’s important to export a .csv to sum up — or do the maths your self). I calculated 177.95 whole conversions from Google Analytics, which is near the 189.9 from Google Advertisements.

Use the identical attribution mannequin In Google Analytics as Google Advertisements, then sum up all conversions to match.

If the 2 numbers don’t materially align:

  • Verify that the Google Analytics conversion monitoring tag is firing on the identical web page utilizing the identical Google Tag Supervisor set off as Google Advertisements.
  • Guarantee Google Advertisements site visitors just isn’t getting redirected and stripping out the AutoTagging question parameters. Comply with the method in “Use Google Analytics to Audit PPC Visitors,” a earlier article.
  • Learn “Evaluating Analytics and Google Advertisements conversion metrics,” a Google Analytics assist article.

Different Promoting Platforms

Google presents a complete integration between Advertisements and Analytics. Different platforms, comparable to Microsoft adverts, can’t be built-in practically as properly. However you may guarantee monitoring is correct by utilizing the identical course of outlined for evaluating Google Analytics with Google Advertisements.

Price knowledge from different platforms will also be imported into Google Analytics. I’ve defined that course of, at “Utilizing Google Analytics to Optimize Bing Advertisements, Different Channels.”