Some time ago Google announced that Adwords advertisers can now import Google Analytics (GA) goals to their Adwords account. This feature allows advertisers to use Adwords Conversion Optimizer even if they are only tracking conversions through GA goals. Secondly, if you don’t already have Adwords conversion tracking, you can now start to measure your SEM performance more effectively with conversion rate and CPA (cost-per-acquisition) data available in the Adwords interface. I recently set this up for a client and it started to collect and display conversion data on Adwords after a few days. It took me less than 5 minutes! Here’s how:
1. Link your Google Adwords & Analytics Accounts
You’ll have to link your Google Adwords and Analytics accounts before anything else, and also have at least one active goal in GA that is already tracking conversions through PPC. This is important – if your active goals haven’t tracked any conversions or transactions yet, the option to import your GA goals in the Adwords interface won’t appear in the account.
2. Link your Google Analytics Goals & Transactions
In the Conversion Tracking section of your Adwords account, you should now see a message saying “Google Analytics Goals and Transactions are now available”.
Eureka! Link your goals, and proceed to the next step.
3. Specify Action Name and Tracking Purpose
Think of a relevant and descriptive action name for each of the Analytics goals that you want to track.
As the goals I wanted to track involve downloading a programme or emailing the client, I used action names like ‘Software Download XYZ’ and ‘Email XYZ’ to describe each goal. Next, specify the tracking purpose of each goal.
It is vital that the correct tracking purposes are assigned to each goal, as this will appear when conversion reports are created in the Adwords Report Centre. For a website tracking multiple goals/actions, this can help advertisers see where each transaction type achieves the best performance at the campaign, adgroup and keyword level.
With the action name and tracking purpose correctly assigned, all you have to do now is link the goals!
4. Accrue Conversion Data & Start Testing
You should then be sent back to the main Conversion Tracking page, with your new goals successfully linked! You now have better measurable data to optimise your Adwords account in line with targets and sales goals.
Google says it takes about 24 hours before conversions start appearing in your Adwords account. But do not stress if conversions still are not showing after this time, even if Google Analytics says otherwise. I waited 48-72 hours before any goal conversions from GA started showing in the Adwords interface. I cannot figure out the reason for this other than to assume that it takes a while for data to be sent through from Analytics to Adwords.
Good Luck!
