Google have announced some improvements that make it easier for Google Analytics and AdWords account owners to link their accounts.
Ad campaigns are optimised to reach the right people, whilst Google Analytics offers insights into customer behavior on websites. By linking the two together, the Analytics insights can “flow” into Adwords.
The main benefits of combining AdWords and Analytics data:
- Importing Analytics goals and transactions into AdWords allows users to define success without having to retag your site
- Site engagement stats help users better understand performance and how to optimize
- Remarketing with Google Analytics allows users to reach new audiences
- Importing AdWords data into Analytics lets users see data across many accounts in aggregate and combined with rich site metrics
The process of linking the accounts is now easier, involving less steps, and has been consolidated into one “linking wizard”. As the new linking process launches, users will be able to create additional links from the admin section of their Analytics account by clicking AdWord Linking in the Account column, then clicking the New Link button to start the linking wizard.