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 a...
Google Inc. - All Rights Reserved
A Platform to Optimize your Business
Measure the acquisition, behavior, and conversion o...
Measuring User Interaction
Measurement Protocolutm.gif
JS / SDKs Any Environment
Google Inc. - All Rights Reserved
Improve effectiveness of marketing initiatives
○ SEM, Remarketing, Campaigns
Improve use...
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
● Se...
Google Inc. - All Rights Reserved
Google Analytics Platform &
Developer Opportunities
PROCESSINGCOLLECTION
Web Tracking
Mobile - Android / iOS
Measurement
Protocol
CONFIGURATION Management API
REPORTING
Core ...
Google Inc. - All Rights Reserved
● 10 million users
● Comprehensive documentation and resources
● Lots of apps for tablet...
Google Inc. - All Rights Reserved
● Promotional Opportunities
● Partner Gallery
● Blog and Social Channel Promotion
● Case...
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 sig...
Google Inc. - All Rights Reserved
Google Analytics / AdWords Integration
eurostyling.com?gclid=xxx
ga(‘send’, ‘pageview’);...
Google Inc. - All Rights Reserved
Linking Analytics and AdWords
● New GA Data in AdWords API
○ Bounce rate
○ Pages / visit...
Google Inc. - All Rights Reserved
Resources
Google Analytics Developers
http://developers.google.com/analytics
Google Inc. - All Rights Reserved
Questions?
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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

  1. 1. Google Inc. - All Rights Reserved
  2. 2. Google Analytics for AdWords Developers A quick overview of the platform and APIs Pete Frisella, Google, Inc.
  3. 3. Agenda ● Intro to Google Analytics ● Platform Overview & Developer Opportunities ● Integrating Analytics & AdWords
  4. 4. Google Inc. - All Rights Reserved Intro to Google Analytics
  5. 5. 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
  6. 6. 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?
  7. 7. Measuring User Interaction Measurement Protocolutm.gif JS / SDKs Any Environment
  8. 8. 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?
  9. 9. Google Inc. - All Rights Reserved Acquisition
  10. 10. Google Inc. - All Rights Reserved Behavior
  11. 11. Google Inc. - All Rights Reserved Conversions - Goals
  12. 12. Google Inc. - All Rights Reserved Conversions - Ecommerce
  13. 13. Google Inc. - All Rights Reserved Conversions - Multi-Channel Funnels
  14. 14. Google Inc. - All Rights Reserved Conversions - Attribution Modeling
  15. 15. Google Inc. - All Rights Reserved Real Time Reports
  16. 16. Google Inc. - All Rights Reserved Yes, there is more.... ● Audience Reporting ● Intelligence Reports ● Custom Reports ● Segmentation
  17. 17. Google Inc. - All Rights Reserved Google Analytics Platform & Developer Opportunities
  18. 18. 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
  19. 19. 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
  20. 20. Google Inc. - All Rights Reserved ● Promotional Opportunities ● Partner Gallery ● Blog and Social Channel Promotion ● Case Studies ● Trusted Testers ● Quota Increases Technology Partner Program
  21. 21. Google Inc. - All Rights Reserved Google AdWords & Analytics Together … Never gonna give you up, never gonna let you down …
  22. 22. 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
  23. 23. Google Inc. - All Rights Reserved Google Analytics / AdWords Integration eurostyling.com?gclid=xxx ga(‘send’, ‘pageview’); Google AnalyticsAdWords 1 2 3 4 6 5
  24. 24. 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.
  25. 25. Google Inc. - All Rights Reserved Resources Google Analytics Developers http://developers.google.com/analytics
  26. 26. Google Inc. - All Rights Reserved Questions?

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