Getting Started with AdWords API and Google Analytics
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Getting Started with AdWords API and Google Analytics

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Getting Started with AdWords API and Google Analytics Getting Started with AdWords API and Google Analytics Presentation Transcript

  • Google Inc. - All Rights Reserved
  • Google Analytics for AdWords Developers A quick overview of the platform and APIs Marc Wandschneider (+marcwan), Google, Inc.
  • Agenda ● Intro to Google Analytics ● Platform & Developer Opportunities ● Developer Program
  • Google Inc. - All Rights Reserved Intro to Google Analytics (Or a quick review for those who already use it)
  • Google Inc. - All Rights Reserved A Platform to Optimise your Business The Google Analytics Platform lets you measure user interactions with your business across various devices and environments, at Google speed and scale. Gain new insights and optimize the performance of your business. What is Google Analytics?
  • Google Inc. - All Rights Reserved ● Reach a massive audience ● High user demand / feature request ● Comprehensive documentation and resources ● Technology ● Low barrier to entry and cost Why Google Analytics?
  • Google Inc. - All Rights Reserved Improve effectiveness of marketing initiatives ○ SEM, Remarketing, Campaigns Improve user experience ○ In-page analytics, site speed, event tracking Conversion attribution ○ Visitor behavior to sales, path analysis, eCommerce Experimentation tools ○ Optimizations (content, data) Impact of Google Analytics
  • Google Inc. - All Rights Reserved Analysis Tools
  • Google Inc. - All Rights Reserved Content Analytics
  • Google Inc. - All Rights Reserved Mobile Analytics
  • Google Inc. - All Rights Reserved Conversion Path Analysis
  • Google Inc. - All Rights Reserved Social Analytics
  • Google Inc. - All Rights Reserved Google AdWords & Analytics Together … Never gonna give you up, never gonna let you down …
  • Google Inc. - All Rights Reserved Linking AdWords & Google Analytics ● Import Google Analytics goals and transactions into AdWords ● View Google Analytics site engagement data in AdWords ● Create remarketing lists in Analytics and import into AdWords for targeting specific audiences ● Automatically view your AdWords click and cost data alongside your Analytics site engagement data.
  • Google Inc. - All Rights Reserved Google Analytics / AdWords Integration eurostyling.com?gclid=xxx ga(‘send’, ‘pageview’); Google AnalyticsAdWords 1 2 3 4 6 5
  • Google Inc. - All Rights Reserved Google Analytics and the AdWords API ● New GA Data in AdWords API ○ Bounce rate ○ Pages / visit ○ Avg. visit duration (seconds) ○ % new visits ● Provides new signals for optimization ○ Clients can use existing tools
  • Google Inc. - All Rights Reserved Analytics Reporting API and UI Can access GA data with AdWords AdGroup ID and Criteria ID - Keys to “join” with adwords API for richer bid optimization - Unique to GA integration GA Ecommerce Data - Transaction Revenue - Transaction Quantity - Product Names / Revenue Conversion Data - GA supports 20 goals Engagement Data - Pages viewed - Internal Site Search Data - Event Tracking - Site speed Data Multi-Channel Funnels API - Full AdWords conversion paths
  • Google Inc. - All Rights Reserved Measure the impact of services and optimizations Gain stronger campaign optimization signals Increase customer retention ● Use Google Analytics data to prove value of services Increase revenue ● Users optimize their business increasing service usage Save time and money ● Don’t need to build a new analytics solution Google Analytics Partner Integration
  • Google Inc. - All Rights Reserved The Google Analytics Platform
  • Google Inc. - All Rights Reserved Developer Platform Overview PROCESSINGCOLLECTION analytics.js Android / iOS Measurement Protocol Custom Dimensions / Metrics CONFIGURATION Management API - Account - Property - View (Profile) - Goals - Experiments - Data Import REPORTING Core Reporting Multi-Channel Funnels Real Time Reporting Metadata
  • Google Inc. - All Rights Reserved SDKs and APIs Collection ● Web Tracking ● Mobile - Android & iOS ● Measurement Protocol Configuration ● Management API Reporting ● Core Reporting API ● Multi-Channel Funnels Reporting API ● Real Time Reporting API ● Metadata API
  • Google Inc. - All Rights Reserved Types of Apps Quicklytics Mobile App Analyticator Content Management
  • Google Inc. - All Rights Reserved Types of Apps Integration as a feature MailChimp Email Marketing Raven Internet Marketing Tools SEO
  • Google Inc. - All Rights Reserved Tableau Software Dashboard / Visualization GA Data Grabber Reporting Tools UserReport Surveys Analytics Canvas Data Connectors / ETL SiteApps Site Audit Infinity Phone Call Tracking
  • Google Inc. - All Rights Reserved Developer Program
  • Google Inc. - All Rights Reserved ● Quota Increases ● Trusted Tester ● Promotional Opportunities ○ Blog post, case study, hangouts, events ● Notifications & Updates Program Benefits
  • Google Inc. - All Rights Reserved Program Benefits App Gallery Listing, Featured, Editor's Picks
  • Google Inc. - All Rights Reserved Check Out: Google Analytics Developers http://developers.google.com/analytics Google Analytics App Gallery http://google.com/analytics/apps
  • Google Inc. - All Rights Reserved Questions?
  • Google Inc. - All Rights Reserved
  • Google Inc. - All Rights Reserved Platform and Integration Points