Google launches new AdWords reports in Google Analytics

Google recently introduced some new AdWords reports within the Google Analytics interface, which help to measure what happens after people click on the sponsored listings within the search results. Whilst the information within a Google Ads (AdWords) account focuses more on the click data received on keywords and adverts, the new Google Analytics reports allow advertisers to see how visitors from an AdWords advertising campaign interact and engage with their website.

One aspect of these reports allows advertisers to determine how a person using a particular match type of keyword (i.e. broad, phrase, or exact) to find a site behaves on it, compared to one that uses a different kind of match type. This information can be applied to individual keywords, or expanded to adgroups and whole campaigns, so it can be used to see how much time these visitors spend on the site, or how many pages they view.

This is very powerful data that enables underlying trends to be detected and AdWords campaign components to be edited accordingly. In particular, this data can be used in conjunction with the existing funnel reports that depict where visitors exit the site before converting to a sale or enquiry.

These new reports are a welcome inclusion for Google Analytics users and will provide the ability to measure the success of AdWords campaigns in more detail, especially with the addition of 3 new reports at the beginning of June. These are in the form of a day parting report, a destination URLs report, and a placements report. This ability to dig deeper into AdWords performance was further enhanced at the same time, with the inclusion of 10 more dimensions that provide even more segmented data.

If you’d like more information on how these new Google Analytics reports can improve the performance of your AdWords campaign, contact us now.

Leave a Reply