This is the third post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab . The first post focused on the Google AdWords change history tool , in the second post we walked through the AdWords conversion tab , and in this post we’ll be looking at Google Analytics reporting within the AdWords interface:
Using Google Analytics Within the AdWords Interface
While Google AdWords has some robust reporting features, you can gain some additional insights by leveraging Google Analytics reporting within the AdWords interface. There are a few main areas where you can get access to information within the analytics that you can’t get within AdWords. Before you start, make sure your AdWords is linked to Analytics .
Sometimes it’s difficult to diagnose specific issues within your account using only clicks and conversion data – within the Google Analytics interface you can look at engagement metrics such as bounce rate, page views per visit, visit duration, etc. for different components of your AdWords campaigns:
Now you can see data for specific keywords that are bouncing quickly or driving long periods of time on your site or multiple page views.
By using advanced segments you can drill down to identify different analytics metrics for your paid search accounts and even for mobile or tablet traffic from paid search:
From there you can look at any of the data and reports in Google Analytics and have it applied just to your paid search traffic, even outside of the AdWords reporting section. There’s some data that you can find here for your paid search account that’s not as easily accessible (or not available at all) within AdWords, such as:
- Site speed data
- Events (so that you can track key performance indicators that aren’t necessarily goals – such as views of a key page, video plays, etc.)
- Google Analytics conversion data
Again, while the core metrics driving your campaigns (cost and conversions) are available in AdWords, these can all be very helpful in diagnosing specific issues.
Another type of data you can view within the Analytics section of the AdWords interface is in the analytics multi-channel funnel report :
The multi-channel funnel report helps you analyze conversions that are driven by multiple channels, for example if someone clicks a PPC ad, then later comes back through an organic visit. For more information on some specific ways to make use of this data, SEER Interactive had a great recent post on the topic , and the comments have some good additional discussion around using multi-channel reports to help tune your retargeting campaigns.
In the next installment in this series, we’ll cover Google’s Website Optimizer and offer some tips, tricks, and resources for getting the most of Google’s Website Optimizer tool in your AdWords campaigns. For more advanced tricks, hacks, and tips on measuring your web marketing efforts, visit our ultimate Google Analytics Guide .
About the Author
Tom Demers  is co-founder and managing partner at Measured SEM , a boutique search marketing agency offering search consulting services  including pay-per-click account management, comprehensive SEO site audits , content marketing strategies and services , and a variety of link building  packages such as guest posts  and blogging strategy .