• Calum I Mac Leod

    AdWords reporting allows for some conversion tracking, but nothing like the level of engagement analysis we’ve relied on in the past. Much information will still be available but we will lose some important metrics when looking at the full search query.

  • http://www.jaapwillem.com/ Jaap Willem

    And with all the dynamic campaigns and product listings, my top keywords where already not provided :)

    I’m only wondering what will happen with the analytics integration within analytics? Anyone has already an answer on that?

  • http://www.seovanguard.com/ Kevin Anchi

    Excellent explanation thanks for making it clear.

  • Martin Pezet

    With respect, I think if you’re going to write a veiled advertorial, you should have the decency to spell the name of your competitors correctly… Aquisio > Acquisio

  • http://www.pswebsitedesign.com Alex Brooke

    I think the main problem for many PPC managers is that you will not be able to match the exact user’s search query to valuable analytics data (bounce rate, pages per visit, exit page etc) which may make it difficult for people to analyse how their web pages are performing after the user has clicked on your advert. (a crucial element for a successful PPC campaign).

    However, if your keywords are set up correctly within similar themed ad groups and you are sensible in the way you use match type, then you will still be able to see the overall data for your campaign or ad group which will still highlight the campaign’s performance within analytics for example bounce rate, pages per visit, exit page etc.

    If you’re not structuring your Adwords account logically and not using match types which will attract relevant visitors to your website, then you’re really going to create many problems for yourself from the start.

  • http://www.simplyclicks.com/ David Burdon

    I’d agree with all of the above. I still get my “matched search queries” in Google Analytics. I just lose the search strings in Statcounter. This could be a problem for some of my B2B clients that rely more on Statcounter.

  • Dcochard

    I don’t think that what you say about third party tools is completely true. How a tool like Kenshoo or Marin will be able to select the queries to add as new keyword for advertisers that are not using AdWords conversion tracker? Based on CTR? Certainly not based on conversion rate since third party tracking won’t be able to link a conversion to a specific search term anymore.

  • Thao

    Google’s new update will not affect small advertisers who rely on Google’s search term report. However, I’ve always thought that the Search term report is not sufficient (especially if traffic was low). If we don’t use Conversion tracking provided by Adwords, but using bid management platforms to track revenue, not being able to see revenue by search term would be quite frustrating :(

    I’m actually angry that people would call this a non-issue “for most of the people who actually do paid search work”. Are you saying that we are not, just because we are different from you?

  • http://www.7eyetechnologies.com/ 7eye Technologies

    Some other blogs were in row to spread “Paid Search Keyword Data” rumor with adding their own views. Thanks to make it clear. I hope rumor will end soon.

  • The Local Seth

    I am one of these people. I don’t use Adwords Conversion Tracking (and never will) and rely on my 3rd party platform for this information. So yes, it IS affecting me and in a negative way.

  • Larry Kim

    yes indeed. going forward, all adwords search query data will need to be accessed in google adwords exclusively.

  • Larry Kim

    Yes. Going forward, you’ll need to use the adwords conversion tracking code to track conversions in adwords. Also, as i mentioned in the article, third party providers will still be able to do query expansion by obtaining search query data via the adwords API.

  • Larry Kim

    agreed. mostly rumors and speculation. I’ve confirmed all of the above with Google.

  • http://www.simplyclicks.com/ David Burdon


    Thanks. I guess you’re a busy guy right now. Here’s a screenshot taken today of Statcounter search data. Could be a real problem for them: http://www.simplyclicks.com/blog/images/2014/04/Analytics-Data-Searches-11-4-14.jpg

  • Larry Kim

    thanks for your comment. yes you are correct. You’ll need to be using conversion tracking in adwords going forward. However, using value-track you can still get revenue by keyword which gets you pretty close, especially if you have tight-knit campaign organization and use match types like phrase and exact.

    To clarify, when i said “for most of the people who actually do paid search work…” i’m saying that the vast majority of google’s millions of advertisers are not impacted by this at all. I did not mean to imply that people who were using referral URL data who will need to use conversion tracking in adwords, aren’t doing paid search work. hope that makes sense!

  • Larry Kim

    Alex – this is a great, additional reason to have strong campaign organization in your account. Thanks for this smart insight!

  • Larry Kim

    Ok sorry for the misspell. but for the record, i think very highly of all of those companies and don’t consider any to be a competitor

  • Larry Kim

    Yes. correct. Going forward, you’ll need to use the adwords reporting and conversion tracking.

  • Allan Stewart

    Will we still get adwords data in Google analytics? Also… You say that G are stripping the q= parameters out of the query string, yet can’t you just push value track params thru for key work to get round this?

  • Rich Harbeson

    One big loss that I think needs a mention is in Analytics and Attribution Modeling. The Keyword Search Query data is valuable when running the data through attribution models, and I don’t think you can do this in AdWords. You can still run the models in Analytics with the AdWords Keyword you bid on, but you may miss out on opportunities for new, productive keywords at different steps in the search and decision process when using phrase and modified broad match. I’m hoping that Google will add this feature to the Search Query Report in AdWords…minimum, at a high-level (first, assist and last click conversions)

  • http://cognitiveseo.com/ Razvan Gavrilas

    Good post Kim!

    Unfortunately Google cutting the referrer data on paid search cuts your own ability to cross validate the tracking that Google reports. There are numerous cases where they say they send 100 clicks for a keywords and still you receive 80. Th rest of the 20 could be either fake bots or users. Etc. Yes they do have fake tracking and credit you back on those fake clicks … but cutting this takes your own ability to cross-track and validate what they say they sent your way.

    Either way we will learn to live with that too! What can you do when the “BIG GUY” gives you no other option. You adapt or move away …
    It is not the end of the world … It is just a “change”!

    my 2c

  • Ofer

    Not having paid keywords data on Analytics is a non issue for most of the people who do paid search? How can that be so? Google is again consistently pushing forward our dependency on Adwords and we follow like a herd of naive sheep. Indeed, what can we do against this monopoly taking advantage of its great power?
    But, Microsoft too used to be a seemingly eternal giant and look at them struggling now. So, power isn’t forever and any company that abuses its power will eventually have its day, and it is sometimes sooner than it seems. I’m looking forward to it, Google. I’m sure I’m not alone. See you around.

  • http://www.summitweb.net/seo-inverness-scotland.html Martin Oxby

    You could probably get around it by adding campaign variables into your URLs within your ads. But then that’s an issue between you and your users’ – i.e. your own privacy policy. But no, that won’t appear in your Adwords section of Analytics. That’s the whole point, as far as I can see.

  • http://www.thehighlandtea.com/ Chaipond Pattarawareekul

    Thanks for the summary!