Search Engine Advertising | Web Analytics

How to Combine Google AdWords with Google Analytics

Both Google AdWords and Google Analytics gather a lot of data on the performance of your AdWords campaigns. By combining these tools you get deeper understanding of your ads. With Google Analytics, you are able to see what visitors do after the clicked on your AdWords ad. Google has published new best practices on this topic.

Options in Google AdWords

Pull the following metrics from Google Analytics into AdWords to gain deeper insights into optimizing your campaigns:

  1. Import goal completions and ecommerce transactions. You will get more detailed information to optimize your goals in AdWords campaigns.

  2. Create custom remarketing lists in Google Analytics by including visited pages, goal completions and other segmentations. Afterwards, use these lists in AdWords to target these users.

  3. Automatically segment your audience in Google Analytics to analyze visitors that are likely to convert.

  4. By importing data on bounce rate and session duration from Google Analytics, you can better understand which AdWords campaigns, ad groups, ads and keywords drive high quality Traffic to your Website.

  5. Monitoring % new sessions helps you identify keywords in AdWords that attract new users. With that information, you can improve activities that drive user acquisition.

Performance Analysis in Google Analytics

For a deeper performance analysis of your AdWords campaigns Google Analytics offers the following options:

  1. Use auto-tagging in AdWords to gain more detailed insights into your campaigns. By default, auto-tagging is enabled. But if you choose to overwrite the dimensions in AdWords, your campaigns are tagged manually.

  2. Segment behavior in Google Analytics to understand your AdWords target audience. Discover the right message and landing page for every kind of user.

  3. Layer Google Analytics’ secondary dimensions (e.g. demographics) onto your AdWords reports (Acquisition > AdWords). This allows you to see which devices or keywords drive high quality traffic to your website.

  4. Vice versa you can use AdWords’ secondary dimensions (e.g. ad format) in your Google Analytics reports to enrich these with data from AdWords.

  5. Extend the benchmarking report with AdWords data to see how your website stacks up with the competition.

Google has put together some questions that you can answer by combining Google AdWords with Google Analytics. In the second and third column you get instructions on where to find the answers in Google Analytics.


By combining Google AdWords with Google Analytics you can develop more effective measures and have a lead on your competition.

Do you have any questions regarding the combination of Google AdWords and Google Analytics? I am happy to answer your questions via e-mail.

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