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.

Related Topics: Channel: Analytics | Google: AdWords | Google: Analytics

About The Author: Pamela Parker is a contributing editor for Search Engine Land and Executive Features Editor at Marketing Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998, including a stint as managing editor of ClickZ. She’s also worked to help monetize independent publishers’ sites at Federated Media Publishing. She blogs about media and marketing at The River and about cooking, gardening and parenthood at Free Range. She can be found on Twitter as @pamelaparker. See more articles by Pamela Parker

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RyanMJones

now, if only they’d marry all that to webmaster tools so I can see my paid visits, natural visits, click through rates for each, and rank for each all side by side.
http://twitter.com/SaidulHassan Saidul Hassan

wish the screenshot was taken from Periscopix’s column setting..
http://twitter.com/ShreyanshM Shreyansh Modi

:)
http://twitter.com/ShreyanshM Shreyansh Modi

Wow this would be great, I always wanted such capability. Switching between 2 tabs & comparing is a little difficult.
http://www.jdizm.com/ JDIZM

This will be sweet! can’t wait for this..
http://www.facebook.com/people/John-Davis/100003132614794 John Davis

Informative.
John Ferdinand Buen

Interesting. So looks like there is more weight for the bounce rate now compared to the Panda release, correct?
http://twitter.com/Periscopix Periscopix

For anyone interested, here is a screenshot showing the GA stats within AdWords: http://goo.gl/FRE2f