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.

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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

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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 domainname.com – 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

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Filter for Google source

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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.

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Posted by: SEO Positive

Posted on: September 14, 2011 1:31 pm

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The problem is simple – you have to use social media in your online marketing plan, but how can you tell if social media is working for you? Essentially, each marketer will have difference needs for their social media plans and the various tools or sites within it; however there are several key performance indicators that can help determine if social media is working for you – or if it is a waste of time.

KPIs of Social Media

There are 3 metrics of social media which are main indicators of the success of your campaign:

• Your Following – the number of followers you have is always a strong sign of success. Some say ‘quality is better than quantity’, but remember that there will be more quality followers within a group of 100,000 than there will be in a group of 100.
• Website Traffic – even using the most basic website tracking software, you can tell if your social media is driving visitors to your website. Each plan will vary in its referral traffic goals, but regardless, if your social media isn’t driving any traffic you know you’re in trouble.
• Content Success – an underrated performance metric for social media is how the content you provide to other websites is performing. Is it drawing comments? Is it drawing links? How many times has it been shared? Further, one needs to assess how their content is doing on the web in general, asking many of the same questions mentioned above, plus – where is my content ranking for the keywords within it? If your content is performing well that is a positive sign for your social media plan.

How to put it All Together

When measuring the KPIs of social media, it is important to remember that many of the best tools available are free, or offer a free basic package that is more than adequate. In regards to measuring how much traffic is pushed to your site through social media, Google Analytics presents a powerful tool, as does PostRank. For measuring content performance, PostRank also very effective, as are the reporting functions of Hootsuite.
As you can see there are key areas of measurable performance for your social media plans, and it would be wise to set goals for these metrics. Without a direction and target to reach, your social media plan will simply be misguided waste of time.

This article was written by Marco, the Marketing Director of AcuityAds Inc., the leaders in real time bidding technology.

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