Google’s just released a 12-page guide, called ‘Better Together’, highlighting the benefits of combining Google AdWords with Google Analytics. The guide covers how to uncover “deeper insights” and “analyze your AdWords performance” using best practice techniques.
You'll get high-performance insights into your ads and your website when you link your AdWords and Analytics accounts.
Top takeaways include:
- Importing conversions and transaction data from Google Analytics to understand if people convert (and the value received) after clicking your ads.
- See top-level metrics from Google Analytics within the Google AdWords interface to understand audience engagement.
- Use the Google Analytics benchmarking reports to understand your performance along with industry data for added context.
- Using remarketing lists and smart lists to target ads to people who have previously engaged or shown interest in your products (or services).