Google has just recently introduced a new way to manage all tags in one place named as “Google Tag Manager”. Google tag manager is a completely free tool which will save you a lot of time, because you won’t need to upload a lot of different tags such as Google Analytics tracking script, Google Adwords conversion tracking, Google remarketing script on your website pages, this software will allow to manage all of your tracking codes from a web interface. So it means that you’ll just need to insert one Google tag manager script to your website html code and then configure all of your tracking scripts in Google Tag Manager web interface.

Please see below a video introduction to Google Tag manager

To start using Google tag manager click here

In my next tutorial I’ll show you how to start using Google tag manager

If you are using Google Adwords and Google Analytics pre-set reporting features to produce the KPI reports, you may find that there is no an easy way how to show all the Pay per Click and other website stats (such as clicks, costs, ctr, cpc, conversions, CPA, avg. visit duration, bounce rate, etc.) in a single report.    This tutorial will guide you through the creation of combined  Google Analytics and Google Adwords stats using “Custom Reporting” and  Google Analytics Filters.

The following examples will demonstrate what type of reports you can generate using a mix of custom reporting and Google Analytis filters’ features.

*Please be aware these reports are just the examples of what you can do with custom reporting.  

Examples of “Custom Reports” for Google Adwords traffic

1. An example of a custom report for lead generation website reporting the KPIs such as clicks, cost, CTR, CPC, leads, cost per lead, conversion rate, avg. site duration, bounce rate and pages/visit.


2. An example of a custom report for ecommerce site website reporting the KPIs such as visits, impressions, clicks, cost, CTR, CPC, Revenue and ROI



How to configure Google Analytics in order to produce combined PPC reports

1. Create new analytics profile. Login to your Google Analytics account you want to report and create a new profile (Admin – > “+New Profile”). Set an appropiate name for that report like – PPC reporting.

2. Set a filter  to include Google Adwords traffic. Stay in the admin area and select the profile you have just created. Click on the “Filters” tab and create two new filters (the first one for CPC medium and a second for Google source).

Filter for CPC medium


Filter for Google source


3.  Link Google Adwords and Analytics accounts. Link the Analytics profile with Google Adwords account to want to report. You can do it by clicking on the “Profile Setting”  tab, then going to the “Adwords Cost Source Settings” section and ticking the box on the adwords account you want to link. (You must have the administrator rights for Adwords account you want to link)

4. Set goals. Configure Google Analytics goals. More info about setting GA goals can be found here

5. Create custom reports. Click on “Custom Reporting” button, which is located in the top menu and create new custom report. Then you will a see window where you can design you own report with the metrics you want report. It is all done, you just need to configure all the parameters and metrics.

The image below is the design view of the first example.




Posted by: Evaldas Balcius

Posted on: July 4, 2012 4:04 pm


This tutorial may be useful for the advertisers who are already using call extensions and want to get better understanding of how many calls they are actually getting when visitor sees are clicks on their call extensions. This additional funcionality is called as Google forwarding phone number.  Google forwarding phone number allows you to get sophistaced reporting, which include stats such as:

  • Phone Impressions;
  • Phone Calls;
  • PTR (Phone Through Rate);
  • Phone Cost;
  • Average CPP (Average Cost Per Phone Call);

How Google forwarding phone numbers works

What this feature does? It will assign and display a unique Google number on your call extensions on destkop computers, laptops and mobile devices.  Google will generate a unique phone number for each adgroup. Every time the customers call using forwarding number, they will be redirected to the actual business phone number.

Please note that Google forwarding numbers are only available to UK and US advertisers.

Google charge a minimum fee of £1 for every call. There is also a field where you specify maximum bid per call CPP (Cost Per Call). Max CPP applies only for Destkop computers, Laptops and Ipads, but not for the ads shown on mobiles.

Google Forwarding Number Setup

1. Select the campaign you want to assing the call extension will forwarding number;

2. Click on “Ad Extensions“, select “View: Call Extensions” and click on a green button “+New Extension“;

3. Add the destination number to the input field “Phone Number

4. Select the Phone Number Option which is: “Use a Call Forwarding number from Google to get enchanced reporting and to show a phone number on mobile phones, destkops and tablets

5. Select one of the “Mobile Specific Options


Please keep in mind that Google forwarding number provides very limited funcionality of call tracking, if you are looking for more in depth reporting you have to look into the 3rd party call tracking software such as AdInsight, Infinity Call tracking etc.



To fully understand your Google Adwords account performance is important to analyze your paid search visitor’s behavior using Google Analytics stats. As Google Analytics and Google Adwords being one fully integrated system, Google allows to import Google Analytics goals to Google Adwords Conversion tracking interface. This functionality allows to measure different conversions than view of key page. Let’s say one of your goals is based on time spent on site or number of pages visited, Google Adwords won’t be able to measure that kind of conversion, but Google Analytics will, so you just have to setup time spent on time as a goal and import this goal to Google Adwords.

To import Google Analytics into the Google Adwords you have to follow the setps:

1. Login to you Adwords Account and Hover over “reporting and Tools” then select “Conversions”

2. Click on the button “Imported from Google Analytics”

3. Then select The Goals you want to import and click on “Import”

Happy analysing!