Getting started with Google Analytics and the AdWords API
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Transcript of Getting started with Google Analytics and the AdWords API
![Page 1: Getting started with Google Analytics and the AdWords API](https://reader034.fdocuments.net/reader034/viewer/2022042521/554ce7a2b4c905cc488b56c1/html5/thumbnails/1.jpg)
Google Inc. - All Rights Reserved
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Google Analytics for AdWords DevelopersA quick overview of the platform and APIs
Pete Frisella, Google, Inc.
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Agenda
● Intro to Google Analytics
● Platform Overview & Developer Opportunities
● Integrating Analytics & AdWords
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Intro to Google Analytics
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● As advertisers, we’re experts in drawing traffic to a website. However, what happens after the click is less understood.
● Understanding user behavior after they reach a landing page is powerful.
● We can improve our ad targeting and provide insights to the advertiser on how they can improve the website.
Insight Beyond the Ad
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A Platform to Optimize your Business
Measure the acquisition, behavior, and conversion of users.Gain new insights and optimize the performance of your business.
What is Google Analytics?
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Measuring User Interaction
Measurement Protocolutm.gif
JS / SDKs Any Environment
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Improve effectiveness of marketing initiatives○ SEM, Remarketing, Campaigns
Improve user experience○ In-page analytics, site speed, event tracking
Conversion attribution○ Visitor behavior to sales, path analysis, eCommerce, goals
Experimentation tools○ Optimizations (content, data)
Why Use GA?
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Acquisition
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Behavior
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Conversions - Goals
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Google Inc. - All Rights Reserved
Conversions - Ecommerce
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Conversions - Multi-Channel Funnels
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Conversions - Attribution Modeling
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Real Time Reports
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Yes, there is more....
● Audience Reporting
● Intelligence Reports
● Custom Reports
● Segmentation
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Google Analytics Platform & Developer Opportunities
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PROCESSINGCOLLECTIONWeb TrackingMobile - Android / iOSMeasurement Protocol
CONFIGURATION Management API
REPORTINGCore ReportingMulti-Channel FunnelReal Time ReportingMetadata
Developer Platform Overview - APIs and SDKs
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● 10 million users
● Comprehensive documentation and resources
● Lots of apps for tablets and mobile (tools for salespeople)
● Many integration success stories
Vibrant Ecosystem
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● Promotional Opportunities
● Partner Gallery
● Blog and Social Channel Promotion
● Case Studies
● Trusted Testers
● Quota Increases
Technology Partner Program
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Google AdWords & Analytics Together …Never gonna give you up, never gonna let you down …
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Measure the impact of services and optimizationsGain stronger campaign optimization signals
Increase customer retention● Use Google Analytics data to prove value of services
Increase revenue● Users optimize their business increasing service usage
Save time and money● Don’t need to build a new analytics solution
Google Analytics / AdWords Linking
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Google Analytics / AdWords Integration
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ga(‘send’, ‘pageview’);
Google AnalyticsAdWords
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Linking Analytics and AdWords● New GA Data in AdWords API
○ Bounce rate○ Pages / visit○ Avg. visit duration (seconds)○ % new visitors
● New AdWords Data in Analytics API & UI○ Access GA engagment data with AdWords○ AdGroup ID and Criteria ID available.
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ResourcesGoogle Analytics Developershttp://developers.google.com/analytics
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Questions?