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5 Ways to Use Google Analytics to Help Media Performance


This article is the second in a series that discusses how marketers can use Google Analytics in conjunction with Google Ads to gain valuable insights, allowing them to develop more effective campaigns that can achieve better results.


Today’s consumers expect to be able to find exactly what they want when they want it – even at the very last minute. Under this kind of pressure, how can marketers comply? With ads that deliver a helpful and personalized experience. To develop the kind of ads that can provide this kind of experience, marketers are integrating their analytics with their ads.

In Google’s guidelines for how to link Google Analytics with Google Ads, there are five steps you can take that will allow you to deliver the perfect ad at the perfect time:


1. Link Your Accounts Together

When you link your Google Analytics to your Google Ads you are gathering useful insights while you’re creating ads. This allows you to develop campaigns based on intricate site metrics that include valuable conversion data. Linking your accounts together is quite easy, here’s how.

2. Turn on Cross Device Capabilities

Google Analytics’ Cross Device capabilities inform you about the behavior of your customers across their various devices, which allows you to develop an optimum strategy. For example, you might discover that your customers are shopping more frequently on mobile devices. To increase your conversion rate, you may want to up your mobile ad spends. When you activate Google signals you can turn on your Cross Device capabilities.


3. Create Specific Analytics Audiences & Begin Sharing Them with Google Ads

Once you start sharing the audiences you created with Google Ads, you can then develop ad campaigns customized to target those segments of your overall audience. For example, you might create an audience of customers who purchased a specific item. You would then develop a Google Ads campaign directed towards this audience. This is how to begin sharing your audiences in Google Ads.


4. Establish & Import Your Goals

You can establish Goals in your Google Analytics using any site metric that you think is significant. For example, it might be amount of time spent viewing your site, clicking to perform some action on your site, or converting. When you import your Goals into your Google Ads, you can get crucial site engagement metrics as well as insights on improving conversions right there in Google Ads. Here’s how you can establish Goals in Analytics and import them into your Google Ads.


5. Generate & View a Variety of Reports

Once you’ve linked up your Google Analytics with your Google Ads, you will see in your Analytics account the reports that reflect how your Google Ads campaigns are performing. These insights will allow you to fine-tune your marketing strategy to improve results. For more information on Google’s various reports, click: Acquisition reports, Behavior reports, and Conversion reports.

If you didn’t see our post on integrating Google Analytics with Google Ads and how this could provide your customers with the experience they’re seeking, you can read it here. Next, we’re going to explain how to gather the customer insights needed to better understand your customer journey using Google Analytics.

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