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Linking Google Analytics to your Google Ads account is really valuable. After linking the two accounts, some Google Analytics data is imported into Google Ads and vice versa. This helps you to analyze customer activity and their behaviour on your website after an ad click or impression.
When it comes to your Google Ads advertising, a click is not your ultimate goal, you need business outcomes, especially revenue. If you don’t track these business outcomes in Google Ads you won’t know which ads are doing the best, and you may make a loss from your advertising.
To import business outcomes, you create Goals in Google Analytics and then import them as conversions in Google Ads. Linking your accounts will also give you access to Google Ads reports in Google Analytics. You will be able to analyze your business outcomes in both Google Ads and Google Analytics, giving you a broader set of analysis tools than if these two platforms are kept separate.
Linking Google Analytics and Google Ads will also allow you to retarget users based on their behaviour on your website. This is especially important for ecommerce businesses, because retargeting enables you to recover abandoned carts. Additionally, retargeting enables you to nurture a relationship with a warm audience for up to 540 days. This is much more effective than always trying to reach people who are not aware of your brand.
To link Google Ads and Google Analytics, you’ll need Administrative access to your Google Ads account and Edit access to your Google Analytics account.
This tip and many others are found at https://www.petramanos.com/category/tips/