Course Content
Google Ads
About Lesson

If you advertise your website through Google Ads, then there is a possibility to connect it directly to Google analytics. If it seems to you that the advertising system already generates enough data to conduct a detailed analysis, you will be surprised to realize that it is nothing compared to the results that Google Analytics can provide you. In fact, Google Ads was never even conceived as a solution for analyzing the performance of a WEB site, because it is primarily intended for monitoring all activities that lead to the click itself, and this primarily means keeping track of how many times your ad is displayed, which search queries caused its display and on which WEB sites. In addition, Google Ads will precisely calculate how much you paid for each click, but it is not able to show you what is happening on the site itself. Admittedly, if conversion tracking is enabled, Google Ads will know if it really happened, but everything else will remain out of its reach. This is exactly where Google analytics comes into play, because only it can tell you which ads encouraged people to visit your site and how interested they were in its content. In addition, you will be able to follow the steps that led to the conversion and compare them with real results.

If you want to connect Google Analytics with your ads, it is important that the account you use for Google Ads has privileges that enable automatic adjustment of the account for analytics. In the rest of the lesson, I will show you how to do it.

I am currently on the main frame (Overview) and I can look for the icon called Tools & Settings in the upper right corner, and after that, from the Setup menu, I can launch the function for viewing linked accounts. After that, it won’t be difficult for me to go to the next step by selecting the Details option from the Google Analytics section.

You must have noticed that the Google optimized sharing option is turned off, and if you turn it on, your Google Ads data will be shared with accounts that have the same analytical properties. In other words, if you use Google optimization, it would not be a bad idea to turn on this function.

In the next row there is a section with the Auto-tagging function. It allows analytics to connect all sessions from the website with Google Ads clicks and does not require any adjustment. It is enough to activate the Enable for this account option and click tracking will be automatically established.

Now the user is expected to connect the appropriate analytical property to his account, and I currently have two such items available. They are automatically downloaded because my account already has all the necessary privileges. That’s why I’ll simply choose the property I’m interested in and with one click display an additional frame with the option to import data from the desired location (Import site metrics). It is used to transfer key data from Google analytics, and as soon as they become available to Google Ads, you will be able to get much more information in your reports. Since I need this information, I will simply move the appropriate switch and complete this operation from Save. Now, in the column showing the current status, you can clearly see that the connection was successful and that all the data will be available to me soon. From this moment on, Google will automatically download tracking data, so it won’t be difficult for me to see information from Google Ads in addition to complete analytics.

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