Linking Google Ads to Google Analytics & Using the Data

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Google Ads, the top traffic source for many website owners out there and Google Analytics, the widely used analytics solution many of you have installed to get a grasp on your users behavior.

Although these tools alone already provide so much value, putting them together actually can be quite powerful.

Thats why Ive invited Ads Expert Ilana Wechsler from Teach Traffic her channel is right over there onto the channel to show us how we can use both of these tools together and use them effectively.

Now weve got lots to cover.

So Ilana, take it away.

Thank you, Julian.

Hi there.

Ilana here from Teach and in todays video, Im going to be walking you through how to link your Google Ads account to your Google Analytics account.

And what youll see is just how easy it is to do now, before I show you exactly how you do it you might be wondering why would you bother, why would you bother going the extra step to link your Google Ads account to your Google Analytics account? And really theres two main reasons why you would do this.

The first reason is so that you can observe the behavior of the traffic that has come from Google Ads so when you start running Google Ads campaigns and sending traffic to your website, when you log into your Google Ad account, what youll find is they will tell you all about the amount of impressions your ad has, has, um, has had and how many clicks its had and the click through rate, etc but it doesnt tell you any information about when somebody does click to your website.

What happens in, do they view other pages on your site? Do they leave straight away and have therefore bounced? You dont have any idea actually what they do once they get to your site.

And as somebody who manages traffic campaigns, you want to really identify the quality of that traffic.

If so, if youre paying for someone to come to your website and they leave straight away.

Well, then its not very good quality.

And personally Im a believer in quality over quantity any day of the week.


So by linking those two accounts, when you log into your Google Analytics account, and Im going to show you in a sec, what it looks like you will be able to observe the behavior of that Google Ad traffic.

Youll be able to see how many pages theyve viewed on your site, how long they spent on your site, the bounce rate, uh, etc.

You get a whole bunch of information about that Google Ad traffic.

And its a really good way to identify of are you buying quality traffic? So thats the first and probably the most important and main reason.

The second reason why youd want to link your two accounts.

Is so that you can create some whats called Google Analytics, retargeting audiences.

Now this is a little bit of an advanced strategy in Google Ads, but essentially what youre doing is youre creating an audience of people in your Google Analytics account based on various type of behavior of which you choose and create an audience of those people and pushing that audience into Google ads.

So for example, a classic example of this would be to create an audience of people who did not bounce on your website.

So perhaps they spent more than three seconds on your site, for example.

So create a subset audience of that, of those people.

Obviously youll get less people.

In that audience, but you, you know, that theyre going to be more engaged and more adept to respond well to your retargeting campaign and create that audience in Analytics and push that audience into Google Ads and show those people a retargeting ad yeah through Google Ads.

And you can obviously do, you know, its really limited by your imagination, what type of audience you can create.

And, you know, I sort of take lots of different methods to create audiences based in Google Analytics.

The classic example is the one that I mentioned of filtering out the people whove bounced.

I also sometimes filter out people who have spent maybe less than even 10 to 15 seconds on your site.

And yes, we get a significant drop in users, but at least the users that I am showing a retargeting audience to are really engaged.

And, um, they respond well to our retargeting ads and the retargeting campaigns, and actually do much better.


So theyre the two main reasons why youre going to link your Google Ad account.

Now this video is going to assume that you already have a Google Analytics account installed on your website and that you already have a Google Ads account.

Not necessarily running ads at the moment and actually we recommend you do this step before you even run any campaigns.

So lets dive into a Google Ad account and as you can see here, this account is completely empty and brand new.

Ive got no campaigns.

Now theres actually two ways that you can link these two.

These are Google Ads and Google Analytics accounts.

You can do it within Google Ads, or you can do it within Google Analytics.

My personal preference is to do it within Google Analytics.

So Im going to navigate to the Google Analytics account for this particular website and what were going to do is we are going to go to the admin section down here and then youll get to this screen.

So youll see that theres three main panels account, property, and view.

Now it is worth mentioning that you , you do need to be logged in, um, with the same email address that youve used for your Google Ad account to Analytics.

So those two, um, they need to match those email addresses.

So if youve got a different email address for your Google Ad account to your Analytics account for that property, then youre gonna have some prompts for some linking problems.

So the email address needs to be the same.


So then we go to the, as I said, the admin section here, and youre going to look in this middle panel here and youre going to click on Google Ads, linking.

Now, obviously I run a number of, uh, Google Ad campaigns and I help a number of people so Ive got access to a lot of Google Ad accounts, uh, and Ive got a manager account so I could potentially link this Analytics property to a number of Google Ad accounts.

So I have to choose the right account.

When you are doing this, um, in your own.

Analytics account.

You might find that theres only one account there.

So dont worry if you see something a little bit different to me, its just because I have access to so many different Ad accounts.

So Im just going to scroll down to find the exact Google Ad account that I want to link to and here we have it down here.

Im going to click that checkbox and click continue.

Gonna give it a name, just, thats just the name.

It doesnt really matter.

Im going to toggle this to be on all website data and Im going to click link accounts and weve linked the accounts.

And then we click done.

Thats how easy it is.

And we have linked our accounts.

Now you might be wondering, what is it going to, whats the data going to look like once Ive linked my accounts and once Ive got some campaigns running, so the good news, Im going to show you exactly what that looks like.

So here I am in a live account, unfortunately Ive blurred out the sensitive information, but what we can see here is when we go on the left-hand side to acquisition, youll see theres a Google Ads section.

And then we go to campaigns.

Im gonna minimize that, and Im going to scroll down here.

First of all, we can see, uh, for this particular timeframe, uh, the users versus transactions, so the sales.


And we can see here that our campaigns, we spent two and a half thousand dollars.

If I just.

Toggle across, along here, thats a bit better.

Uh, we spent about two and a half thousand dollars.

We made almost 12 and we can see the different conversion rate e-commerce conversion rate, uh, for each of the specific campaigns.

And we can also see the bounce rate, right? So for this smart campaign, we can see it had an 80% bounce rate, which is kind of typical for a smart campaign.

Uh, but for a classic, uh, shopping campaign, uh, we had less than 2% bounce rate, which is excellent.

So once again, you can really gauge the performance.

Obviously were never going to get our bounce rate to be zero.

We can say the number of pages per session, that e-commerce conversion rate and importantly, the revenue, right.

Which you can kind of get through Google Ads anyway.

Uh, but we can obviously get a whole bunch of this type of information and we can make more informed decisions about.

Really the effectiveness of our Google Ads campaign.

So there you have it.

If youve liked this video, be sure to hit the thumbs up icon and stay tuned for more tutorials on Google Ads.


All right.

Thanks Ilana for this great explanation, hit that like button if you found this video helpful and if you want to learn more about everything, Google Ads, Facebook Ads, check out Ilanas YouTube channel right over there, where she has more tips, tricks, and tutorials on everything paid traffic.

In fact, many other videos are out there just like this one on YouTube Ad targeting, which you should check out.

For now, my name is Julian.

Happy measuring.

MeasureSchool: Linking Google Ads to Google Analytics & Using the Data - Advertising