Google Analytics Gets New AdWords Integration Platform
Google announced that it’s rolling out a new AdWords integration infrastructure for advertisers in Google Analytics. The company says it’s laying the foundation for adding new AdWords dimensions quickly and a rich set of reports, like enhanced campaign bid adjustments and Google Display Network targeting settings.
“With the new infrastructure, reports will reflect the most recent AdWords settings such as campaign or ad_group names keeping them fresh and consistent with AdWords,” says Narendra Singhal from the Google Analytics team. “In the example below, a user has renamed their campaign thrice from ‘Big Deal’ ‘Big Deals’ ‘Big Deal – Car Accessories’. In the current reports, visits are attributed to the three different campaign names while clicks are attributed to the newest campaign name. After this change, both visits and clicks metrics would be associated with the most recent campaign name: ‘Big Deal – Car Accessories”, thus collapsing multiple rows into a single row.'”
This is the example Singhal refers to:
“The new integration is laying the foundation for adding new AdWords dimensions quickly and for creating new reports with speed,” Singhal says. “Very soon, advertisers would be able to access reports based on their Enhanced Campaigns’ targeting settings; reports containing rich information to help fine tune ads targeting settings and bid adjustments for improved ROI (Return On Investment).”
The new integration, Google says, will also let users show/hide data for auto-tagged AdWords accounts by linking or unlinking the account to a profile.
The new AdWords integration platform will roll out to Google Analytics accounts gradually over the next few weeks.