Setting Up Google Analytics Data Access within AdWords Account; Using OAuth 2.0 with Ruby

Google is now making it possible to use Google Analytics data right in the AdWords. In a blog post, Google announcing the feature said, "With a Google Analytics account, you can dissect data from various web traffic sources, including your AdWords campaigns. That can help you gauge the success of your online advertising efforts in […]

Google is now making it possible to use Google Analytics data right in the AdWords. In a blog post, Google announcing the feature said, "With a Google Analytics account, you can dissect data from various web traffic sources, including your AdWords campaigns. That can help you gauge the success of your online advertising efforts in general."

After setting up (see the setps under this post) AdWords to import your Google Analytics data, you'll have access to Bounce Rate, Pages Per Visit, and Average Visit Duration columns directly in the AdWords interface.

"With more performance data available right where you're managing your campaigns, you can make better informed decisions and improve your AdWords ROI. This way, you can gain deeper insights into your campaigns and take action on those insights all in the same place," Google wrote. Selected Google Analytics data is available in your AdWords account at the Campaign, Ad group, Keyword, and Ad levels.

Advantage of the new Google Analytics data in AdWords:

  • Attract more engaged users. If highly engaged users are an important goal, sort your ad groups to find the ones that deliver visitors who stay on your site the longest ("Average Visit Duration" or "Pages Per Visit"), and bid more for these.
  • Discover opportunities to convert more engaged visitors. You might find certain keywords or ads that have relatively low conversion rates, but great engagement metrics. You could lower your bids by a little and move on. Or you could see this as a great opportunity to convert clearly engaged visitors into buyers. By adjusting your offer, adding an incentive (like a coupon or discount code), or making your call to action more obvious and accessible, you might be able to improve your ROI and your conversion volume. To look for these types of opportunities, create a filter based on conversion rate and sort by Average Visit Duration, Pages per visit, or Bounce Rate.
  • Identify ads with badly matched landing pages or inaccurate targeting. Pages with both low conversion rates and low engagement metrics (low Average Visit Duration or High Bounce Rate) could indicate a poor landing page for a particular ad or keyword. It might also suggest inaccurate targeting. To identify and troubleshoot these problems, set up a filter for low conversion rate and low engagement rate and regularly monitor it. Since you're using Google Analytics, you can easily set up A/B testing on the landing page using a Content Experiment, informs Google.

Setup access to Google Analytics data in AdWords : Linking account screen

Steps to setup:

Required Account Settings

  1. You'll need to have administrative rights on both the Google Analytics account(s) you want to import data from and the AdWords account you want to import data to. Learn how to add an administrator to a Google Analytics account

    Learn how to edit account access levels in AdWords

    Note: If you use an MCC to access your AdWords accounts, your MCC login will have to have administrative rights on the relevant Google Analytics accounts.

  2. Your AdWords account should have auto-tagging enabled
  3. Your relevant Google Analytics accounts should already be importing cost data from your AdWords Account. Learn how to link accounts
  4. In Google Analytics, your Data Sharing Setting needs to be set to: "Share my Google Analytics data with other Google products only." Learn how to change your Data Sharing Settings in Google Analytics

    Changes to point 2, 3, or 4 could sever your account linkages and terminate data importing from Google Analytics into your AdWords account.

Setting up Google Analytics Data access into AdWords: Select profile from linked account screen

Now you're ready to connect your AdWords account to your Google Analytics profiles.

  1. Sign in to your AdWords account at https://adwords.google.com
  2. From the main "My account" drop down menu select "Linked accounts"
  3. On the next screen, you'll be prompted to select the Google Analytics profiles you want to import data from. You can view either just your available profiles, or you can view all your Analytics profiles, including the ones that are not available for linking because they do not meet the criteria listed above.
  4. Select up to ten profiles to link to your AdWords account by clicking "Add" to the right of the profile name. (Note: You're limited to one profile per web property to prevent double counting.)
    • Troubleshooting: If you don't see an account or profile you're looking for, it's likely because you don't have administrative access to that Google Analytics account.

      If you can see the account or profile you're looking for, but it's unavailable, it's likely because you aren't already importing cost data from AdWords or because your Google Analytics privacy settings need to be adjusted.

For more details on setting up, see Google Analytics data within your AdWords account Help Center article.

In other Google advertising releated news, Google created an article that shows how to use OAuth2.0 authorization method with official Ruby client library.

"An authorization method is a scheme the client application uses to gain access to account information. AdWords, DoubleClick Ad Exchange Buyer and DFP APIs support several authorization methods including ClientLogin, OAuth1.0a and OAuth2.0. If you are still using an email address and a password to access the API, you are using the ClientLogin method which is now deprecated and is scheduled for sunset," Google blogged.

Check the full article here.

OAuth 2.0 authorization with Google services including official Ruby client library

In another blog post, Google published the finding of its study earlier shared with strategic planners and marketers at Cannes, Advertising Week, that tells the story of -- how mobile is helping us achieve our self-ideals, co-create culture with our communities, and make sense of the physical world around us.

You can find the Googles's whitepaper Think with Google site.

Think with Google: The Meaning of Mobile