Google Analytics Engagement Metrics in AdWords
Last week I stumbled on some additional metrics to analyse when reviewing the performance of your Google AdWords campaigns. Quality metrics such as Bounce Rate, Pages Per Visit, and Average Visit Duration are now available within the AdWords interface, which makes it even easier to spot the campaigns, ad groups and keywords that are driving engaging traffic.
This is particular useful if your site experiences a high percentage of offsite conversions as it’s not always obvious to easily spot areas of an account that are driving high quality engaging traffic.
Whilst these metrics are already available via Google Analytics, it is nice that they are accessible within the AdWords interface, providing you follow a few very simple steps.
Connect Your AdWords and Google Analytics Profiles.
To analyse Bounce Rate, Pages Per Visit, and Average Visit Duration data you will to ensure that your AdWords and Analytics profiles are correctly configured.
To do this, follow the below steps;
Step 1. Make sure your email address has admin rights for both Google AdWords and Google Analytics.
Step 2. Make sure you have enabled auto tagging in Google AdWords (Under my Account>Preferences)
Step 3. Make sure your data sharing settings in Google Analtyics are set to “Share my Google Analytics data with other Google products only.”
Once you have completed the above 3 steps you’ll be able to connect your AdWords account to the relevant Google Analytics profile and start analyzing the data.
Step 4. Log into your AdWords account and from the My Account drop down menu select Linked Accounts.
Step 5. Select the Google Analytics profile you want to import data from and click Add.
It may take a few hours to see the new metrics appear in your Google AdWords interface and make sure you select the new metrics by clicking on Columns and selecting Google Analytics as depicted below.
Once you have this data you can start to apply filters and analyse the post click metrics to identify the effectiveness of your campaigns to make sure your budget is being allocated to the areas that are driving the quality traffic to your site.