Google Tests Adding Analytics Data To AdWords

You’ve long been able to see AdWords account data in Google Analytics, but many marketers have longed for GA data in their AdWords account, as well. Google is currently testing such a feature in a limited number of accounts, as first noted by Periscopix.

Google isn’t saying much about it but a spokesperson sent me a statement saying, “We are currently conducting a small beta test to provide advertisers with more insight into campaign effectiveness.”

Though I’m not seeing this in my AdWords account, Periscopix says the metrics now appear in the Campaigns tab under Columns, where you can customize what columns appear on the page. In addition to the regular metrics — click-through rate, cost-per-click, etc. — the folks included in this experiment now see things like “Bounce Rate,” “Pages Per Visit” and “Average Visit Duration.”

The numbers would seem to be most useful to online publishers, who live and die by the pageview, but online retailers would also likely benefit from having this information close at hand. The data would allow marketers to more easily see, and optimize upon, these metrics that go beyond the first click to more in-depth interaction on the site.