Google Analytics 4 (GA4) is an effective marketing tool that can help you make more informed marketing decisions.
What is GA4?
GA4, also known as the “App + Web” property, is Google Analytics’ most recent version. You will be automatically upgraded to GA4 if you previously had an account with the beta reporting platforms App & Web or Firebase Analytics.
If you already have a Universal Analytics account, we recommend creating a GA4 account to give it time to collect data without losing any data about your website/app users. GA4 was designed to keep up with evolving technologies and adapt to increasing privacy regulations in the future, with or without user identifiers or cookies. It evaluates the user’s interaction with the website/app and fills in the blanks where data is scarce or incomplete.
Ways to connect Google Analytics with PPC:
You get smarter goal tracking, clearer portraits of the people behind your conversions, and a better understanding of the full value of your campaigns when you combine your PPC expertise with Google Analytics’ additional measurement tools. Here are some of the ways with which you can connect Google Analytics with PPC:
- Make sure your AdWords and Analytics accounts are linked: Although this is a simple step, it’s easy to overlook checking your account’s settings to see if this feature is enabled. If you use AdWords auto-tagging and link the account to Google Analytics, you’ll get the best AdWords data in Google Analytics.
After you’ve linked your accounts, you’ll be able to see metrics like average visit duration, pages per visit, percentage of new visitors, and bounce rate directly within your AdWords interface.
- Import your Google Analytics metrics into AdWords: You can use the AdWords dashboard to see which parts of your PPC campaigns are converting and which aren’t, but unless you have a lot of conversion data, you might be wondering how to improve your AdWords campaigns.
You can see metrics like bounce rate, pages per session, average session duration, and percentage of new visitors by linking your AdWords and Analytics accounts. Go to Columns on your dashboard and then select Google Analytics to see these metrics in AdWords.
- Understand the difference in how Google Analytics and AdWords count conversions: At some point, you’ve probably wondered why there’s a difference between AdWords conversions and Google Analytics conversions. You are not insane; the difference is due to the platforms’ two different attribution models. Last AdWords click attribution is used by Google AdWords. This means that the most recent AdWords ad clicked before someone converted is responsible for 100% of the conversion value. AdWords would attribute a conversion to an ad if you clicked on it but later converted on an organic result or through another channel.
- Create goals in analytics to measure your PPC efforts: If you’re selling products, you’ll want to make sure your goals are aligned with your macro-conversions, such as sales, or form submissions and phone calls if you’re looking for leads. These goals can be created by going to your Google Analytics account’s Admin tab, selecting Goals under the View tab, and adding a new goal:
- Create custom segments to better understand different audiences: You could create a custom segment for a medium that matches “cpc” for all paid traffic or “google/cpc” if you’re just focusing on AdWords to see how your PPC traffic compares to those who typically convert. Knowing your best customers’ engagement patterns can help you determine the best conversion paths for your PPC traffic.
- Apply custom segments to your demographics, too: In Analytics, you can also apply custom segments to your demographics reports, such as all visitors, converts, and PPC visitors. With age in a column chart on the left and gender in a pie chart on the right, the overview gives you a great snapshot of the people who visit your website.
These can help you figure out if your campaigns are bringing in people who fit the persona you’re looking for. In addition to painting a clearer picture of your search traffic, you can use this demographic data to help refine your initial Facebook audiences if you don’t have any prior data.
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