Getting started with Google Analytics and the AdWords API

May 16, 20141 like1,303 views

Google Analytics is a platform that allows companies to measure user acquisition, behavior, and conversions on their websites. It provides insights into how to improve marketing initiatives and the user experience. The Google Analytics platform includes APIs and SDKs that allow developers to integrate analytics data into their applications. Google Analytics data can be linked with Google AdWords to help optimize advertising campaigns and prove the value of various marketing services by measuring user engagement and conversions after clicks from ads.

Google Analytics for AdWords
Developers
A quick overview of the platform and APIs
Pete Frisella, Google, Inc.

Agenda
�� Intro to Google Analytics
�� Platform Overview & Developer Opportunities
�� Integrating Analytics & AdWords

Google Inc. - All Rights Reserved
Intro to Google Analytics

Google Inc. - All Rights Reserved
�� As advertisers, we��re experts in drawing traffic to a
website. However, what happens after the click is less
understood.
�� Understanding user behavior after they reach a landing
page is powerful.
�� We can improve our ad targeting and provide insights to
the advertiser on how they can improve the website.
Insight Beyond the Ad

Google Inc. - All Rights Reserved
A Platform to Optimize your Business
Measure the acquisition, behavior, and conversion of users.
Gain new insights and optimize the performance of your business.
What is Google Analytics?

Measuring User Interaction
Measurement Protocolutm.gif
JS / SDKs Any Environment

Google Inc. - All Rights Reserved
Improve effectiveness of marketing initiatives
�� SEM, Remarketing, Campaigns
Improve user experience
�� In-page analytics, site speed, event tracking
Conversion attribution
�� Visitor behavior to sales, path analysis, eCommerce, goals
Experimentation tools
�� Optimizations (content, data)
Why Use GA?

Google Inc. - All Rights Reserved
Acquisition

Google Inc. - All Rights Reserved
Behavior

Google Inc. - All Rights Reserved
Conversions - Goals

Google Inc. - All Rights Reserved
Conversions - Ecommerce

Google Inc. - All Rights Reserved
Conversions - Multi-Channel Funnels

Google Inc. - All Rights Reserved
Conversions - Attribution Modeling

Google Inc. - All Rights Reserved
Real Time Reports

Google Inc. - All Rights Reserved
Yes, there is more....
�� Audience Reporting
�� Intelligence Reports
�� Custom Reports
�� Segmentation

Google Inc. - All Rights Reserved
Google Analytics Platform &
Developer Opportunities

PROCESSINGCOLLECTION
Web Tracking
Mobile - Android / iOS
Measurement
Protocol
CONFIGURATION Management API
REPORTING
Core Reporting
Multi-Channel Funnel
Real Time Reporting
Metadata
Developer Platform Overview - APIs and SDKs

Google Inc. - All Rights Reserved
�� 10 million users
�� Comprehensive documentation and resources
�� Lots of apps for tablets and mobile (tools for salespeople)
�� Many integration success stories
Vibrant Ecosystem

Google Inc. - All Rights Reserved
�� Promotional Opportunities
�� Partner Gallery
�� Blog and Social Channel Promotion
�� Case Studies
�� Trusted Testers
�� Quota Increases
Technology Partner Program

Google Inc. - All Rights Reserved
Google AdWords & Analytics
Together ��
Never gonna give you up, never gonna let you down ��

Google Inc. - All Rights Reserved
Measure the impact of services and optimizations
Gain stronger campaign optimization signals
Increase customer retention
�� Use Google Analytics data to prove value of services
Increase revenue
�� Users optimize their business increasing service usage
Save time and money
�� Don��t need to build a new analytics solution
Google Analytics / AdWords Linking

Google Inc. - All Rights Reserved
Google Analytics / AdWords Integration
eurostyling.com?gclid=xxx
ga(��send��, ��pageview��);
Google
AnalyticsAdWords
1 2
3
4
6 5

Google Inc. - All Rights Reserved
Linking Analytics and AdWords
�� New GA Data in AdWords API
�� Bounce rate
�� Pages / visit
�� Avg. visit duration (seconds)
�� % new visitors
�� New AdWords Data in Analytics API & UI
�� Access GA engagment data with AdWords
�� AdGroup ID and Criteria ID available.

Google Inc. - All Rights Reserved
Resources
Google Analytics Developers
http://developers.google.com/analytics

Google Inc. - All Rights Reserved
Questions?

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Ready to simplify workflow sharing across your organization without diving into complex coding? With FME Flow Apps, you can build no-code web apps that make your data work harder for you �� fast. In this webinar, we��ll show you how to: Build and deploy Workspace Apps to create an intuitive user interface for self-serve data processing and validation. Automate processes using Automation Apps. Learn to create a no-code web app to kick off workflows tailored to your needs, trigger multiple workspaces and external actions, and use conditional filtering within automations to control your workflows. Create a centralized portal with Gallery Apps to share a collection of no-code web apps across your organization. Through real-world examples and practical demos, you��ll learn how to transform your workflows into intuitive, self-serve solutions that empower your team and save you time. We can��t wait to show you what��s possible!

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Getting started with Google Analytics and the AdWords API

2. Google Analytics for AdWords Developers A quick overview of the platform and APIs Pete Frisella, Google, Inc.

3. Agenda �� Intro to Google Analytics �� Platform Overview & Developer Opportunities �� Integrating Analytics & AdWords

5. Google Inc. - All Rights Reserved �� As advertisers, we��re experts in drawing traffic to a website. However, what happens after the click is less understood. �� Understanding user behavior after they reach a landing page is powerful. �� We can improve our ad targeting and provide insights to the advertiser on how they can improve the website. Insight Beyond the Ad

6. Google Inc. - All Rights Reserved A Platform to Optimize your Business Measure the acquisition, behavior, and conversion of users. Gain new insights and optimize the performance of your business. What is Google Analytics?

7. Measuring User Interaction Measurement Protocolutm.gif JS / SDKs Any Environment

8. Google Inc. - All Rights Reserved Improve effectiveness of marketing initiatives �� SEM, Remarketing, Campaigns Improve user experience �� In-page analytics, site speed, event tracking Conversion attribution �� Visitor behavior to sales, path analysis, eCommerce, goals Experimentation tools �� Optimizations (content, data) Why Use GA?

18. PROCESSINGCOLLECTION Web Tracking Mobile - Android / iOS Measurement Protocol CONFIGURATION Management API REPORTING Core Reporting Multi-Channel Funnel Real Time Reporting Metadata Developer Platform Overview - APIs and SDKs

19. Google Inc. - All Rights Reserved �� 10 million users �� Comprehensive documentation and resources �� Lots of apps for tablets and mobile (tools for salespeople) �� Many integration success stories Vibrant Ecosystem

20. Google Inc. - All Rights Reserved �� Promotional Opportunities �� Partner Gallery �� Blog and Social Channel Promotion �� Case Studies �� Trusted Testers �� Quota Increases Technology Partner Program

22. Google Inc. - All Rights Reserved Measure the impact of services and optimizations Gain stronger campaign optimization signals Increase customer retention �� Use Google Analytics data to prove value of services Increase revenue �� Users optimize their business increasing service usage Save time and money �� Don��t need to build a new analytics solution Google Analytics / AdWords Linking

24. Google Inc. - All Rights Reserved Linking Analytics and AdWords �� New GA Data in AdWords API �� Bounce rate �� Pages / visit �� Avg. visit duration (seconds) �� % new visitors �� New AdWords Data in Analytics API & UI �� Access GA engagment data with AdWords �� AdGroup ID and Criteria ID available.

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