Use of Google Analytics tool while optimizing AdWords campaign

Johannes Spruijt
Free service offered by Google that generates
detailed statistics about the visitors to
a website. A premium version is also available
for a fee.
The product is aimed at marketers as
opposed to webmasters and technologists
from which the industry of web
analytics originally grew.
It is the most widely used website statistics
service, currently in use on around 55% of the
10,000 most popular websites
Google Analytics provides powerful tracking
for anyone with a web presence.
One of the most powerful web analytics
solutions on the market - and it's free for
anyone to use.
Google AdWords customers can see their
Analytics data from inside their AdWords
account
Google Analytics tracks pages that contain
the Google Analytics tracking code, a
Javascript snippet that needs to be added to
each page of the site, either manually or
through the use of plugins or tool.
This shows many things about the people
coming to your site, including:
◦
◦
◦
◦
geographical location
language they speak
how often they visit your site
computers and browsers they use to get there
Visits:
Visits The total number of visits to the site. Visits represent the number of
individual sessions that visitors have made to the site..
Unique Visitors:
Visitors The total number of unique visitors to the site. Visitors to the
website will have a “cookie” left on their machine — a web browser component
that identifies the visitor in the future. Anyone who visits the website without this
cookie will be counted as a unique visitor.
Pageviews:
Pageviews The total number of pages viewed on the site. Many website owners
prefer a higher number of pageviews over a higher number of visits, especially if
the goal of the website is to maximize the number of impressions
Pages Per Visit:
Visit The average number of pages viewed per visit. Depending on the
website’s goals, you may want this to be a higher number
Average Time on Site:
Site The average time on site for each visitor. The higher the
number, the better. You want people to spend more time on the site, rather than
leaving if they can’t find the information they’re looking for.
Bounce Rate:
Rate The percentage of single-page visits. The lower the number, the
better. A low bounce rate means that after people enter the website, they continue
on and view more of the pages.
New Visitors:
Visitors The percentage of total visitors who visited the site for the first time.
Most website owners will want to have a good balance of new and returning
visitors.
Gives information about how people got to
the site.
You can track which sites link to your page or
keywords people search to find you.
Search Traffic:
Traffic Any hits to the page from a search
engine, including Google, Yahoo, Bing, and
others.
Referral Traffic:
Traffic Any hits from other websites,
such as blogs, directories, social media sites, etc.
Direct Traffic:
Traffic Traffic that does not come from a
search engine or a referring website. For
example, direct traffic can come from people
typing the website address in their browsers, or
clicking bookmarks to the website. Also included
in direct traffic statistics are visits from
untraceable sources, such as mobile applications.
This tab gives you insight into specific pages
on the site.
Gives information about how people enter
and exit your pages, as well as which ones
are most popular.
If you’re aiming for established objectives,
reports in the Goals tab will be helpful to you.
Here you’ll find data about desired actions
from users, including downloads,
registrations and purchases.
You’ll only need this tab if you’re selling
items on the site as it houses all
merchandise, transaction and revenue activity
information.
It makes account changes offline: post them
when you’re ready
It adds multiple contextual, mobile and image
ads at the same time
It copies and pastes ad text, ad groups,
keywords, or campaigns into your account
It finds/Replaces Tool
It easily finds and fix errors
http://support.google.com/googleanalytics/b
in/answer.py?hl=en&answer=55584
http://mashable.com/2011/05/24/how-touse-google-analytics/
http://sproutsocial.com/insights/2011/09/h
ow-to-use-google-analytics/
http://www.ppchero.com/5-good-reasonsto-use-googles-adwords-editor/
http://www.seomoz.org/ugc/6-killer-toolsin-adwords-editor-13902
Thank you!