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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Analyzing AdWords data in Google Analytics

Once you link your AdWords and Google Analytics accounts, you'll be able to easily analyze AdWords data in your Analytics reports. For example, you'll be able to compare bounce rates (percentage of visitors who view only a single page) or time spent on site by campaign. This will help you better optimize your ad efforts based on user engagement.

Getting ready

The following are a few key Google Analytics definitions you'll need to know as you analyze reports:

  • Visits: The number of visits to your website.
  • Pages / Visit: The average number of pages a user visits per session.
  • Avg. Visit Duration: This specifies the length of time a visitor stays on your website.
  • % New Visits: The percentage of visits from the first-time ...

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