Getting started with Google Analytics and the AdWords API
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Getting started with Google Analytics and the AdWords API

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Getting started with Google Analytics and the AdWords API Getting started with Google Analytics and the AdWords API Presentation Transcript

  • Google Inc. - All Rights Reserved
  • Google Analytics for AdWords Developers A quick overview of the platform and APIs Pete Frisella, Google, Inc.
  • Agenda ● Intro to Google Analytics ● Platform Overview & Developer Opportunities ● Integrating Analytics & AdWords
  • Google Inc. - All Rights Reserved Intro to Google Analytics
  • Google Inc. - All Rights Reserved ● As advertisers, we’re experts in drawing traffic to a website. However, what happens after the click is less understood. ● Understanding user behavior after they reach a landing page is powerful. ● We can improve our ad targeting and provide insights to the advertiser on how they can improve the website. Insight Beyond the Ad
  • Google Inc. - All Rights Reserved A Platform to Optimize your Business Measure the acquisition, behavior, and conversion of users. Gain new insights and optimize the performance of your business. What is Google Analytics?
  • Measuring User Interaction Measurement Protocolutm.gif JS / SDKs Any Environment
  • 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, goals Experimentation tools ○ Optimizations (content, data) Why Use GA?
  • Google Inc. - All Rights Reserved Acquisition
  • Google Inc. - All Rights Reserved Behavior
  • Google Inc. - All Rights Reserved Conversions - Goals
  • Google Inc. - All Rights Reserved Conversions - Ecommerce
  • Google Inc. - All Rights Reserved Conversions - Multi-Channel Funnels
  • Google Inc. - All Rights Reserved Conversions - Attribution Modeling
  • Google Inc. - All Rights Reserved Real Time Reports
  • Google Inc. - All Rights Reserved Yes, there is more.... ● Audience Reporting ● Intelligence Reports ● Custom Reports ● Segmentation
  • Google Inc. - All Rights Reserved Google Analytics Platform & Developer Opportunities
  • PROCESSINGCOLLECTION Web Tracking Mobile - Android / iOS Measurement Protocol CONFIGURATION Management API REPORTING Core Reporting Multi-Channel Funnel Real Time Reporting Metadata Developer Platform Overview - APIs and SDKs
  • Google Inc. - All Rights Reserved ● 10 million users ● Comprehensive documentation and resources ● Lots of apps for tablets and mobile (tools for salespeople) ● Many integration success stories Vibrant Ecosystem
  • Google Inc. - All Rights Reserved ● Promotional Opportunities ● Partner Gallery ● Blog and Social Channel Promotion ● Case Studies ● Trusted Testers ● Quota Increases Technology Partner Program
  • Google Inc. - All Rights Reserved Google AdWords & Analytics Together … Never gonna give you up, never gonna let you down …
  • 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 / AdWords Linking
  • 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 Linking Analytics and AdWords ● New GA Data in AdWords API ○ Bounce rate ○ Pages / visit ○ Avg. visit duration (seconds) ○ % new visitors ● New AdWords Data in Analytics API & UI ○ Access GA engagment data with AdWords ○ AdGroup ID and Criteria ID available.
  • Google Inc. - All Rights Reserved Resources Google Analytics Developers http://developers.google.com/analytics
  • Google Inc. - All Rights Reserved Questions?