How to transfer data from Yandex.Direct and Google AdWords advertising systems to Google Analytics
We have repeatedly written and talked about the enormous possibilities of Google Analytics. By setting up the necessary reports, you can monitor and analyze online and offline campaigns, as well as learn a lot about site visitors and improve interaction with them qualitatively. In the comments on GA past material , we were asked to explain in detail how to link the Google Analytics account with Yandex.Direct and Google AdWords advertising systems.
As you know, Google Analytics and AdWords are products of one company, so they are easy to integrate and perfectly complement each other. Linking the accounts of two systems allows you to analyze the actions of visitors on the site, including how they interact with the resource after switching from an advertisement: what rate of refusals, how much time they spent on the site, number of pages viewed, how many visitors came to the site for the first time, and t .d As a result, you will understand how much of the traffic and sales are obtained thanks to AdWords. You will be able to evaluate the effectiveness of your advertisements and more efficiently manage your campaign.
After linking Google Analytics and AdWords accounts, they will be able to exchange data, and you will be able to:
Log in to your Google AdWords account using your Google Analytics account login and password:
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Click on the “Tools and Analysis” item, where from the drop-down list select “Google Analytics” and thus get into your Google Analytics account.
Next, go to the "Administrator" section, where we choose "Establishing communication with AdWords":
Click "Add account":
A view window appears:
Select an AdWords account and click the Next button. In the window that appears, select the appropriate profile and click on "Link accounts":
The next step is to check whether auto-tagging is enabled. To do this, click on the icon
.
On the page that opens, select the "Resource Settings":
Next, a view window opens:
Put a tick "Allow manual mark" and press the "Save" button. Now all AdWords campaign data will be transferred to Google Analytics.
If you run an advertising campaign in Yandex.Direct, you can also link it to your Google Analytics account. This will allow you to track the number of clicks on advertisements, analyze the effectiveness of the campaign as a whole. There is an opinion that the data on advertising in Yandex.Direct is better and more accurately represented in Yandex.Metrica . But according to our observations, both analytics systems provide approximately the same data with a slight error.
First you need to create a building URL. To do this, use the following tool:
Here are the standard names of tags for a bunch of accounts, but you can use your own names, the main thing is that you can further understand them without confusing with others.
Next, you need to make the settings directly in your Yandex.Direct account:
Go to the campaign page, in our case this is the link “Buy dresses. Stock":
At the top is the "Change settings" link. You need to click on it and you will be taken to the "Campaign Settings" page. Scroll down to the “Advanced Settings” option:
Click on the "Show" link. In the menu that opens, check the box next to “External Internet Statistics”:
Click on the "Save" button, then you get to the page of your campaign. Follow the link "Edit ad":
In the field "Link to the site" you need to insert the link that you previously received in the linker URL:
Below is the "Next" button. Click on it and go to the "Set Price per Click" page. Adjust the parameters you are interested in, if any. If not, scroll the page and click on the button “Send to moderation”.
By linking your Google Analytics account with Yandex.Direct and Google AdWords advertising systems, you will be able to track information on all traffic channels and site conversion in a single system.
Transferring data from AdWords
As you know, Google Analytics and AdWords are products of one company, so they are easy to integrate and perfectly complement each other. Linking the accounts of two systems allows you to analyze the actions of visitors on the site, including how they interact with the resource after switching from an advertisement: what rate of refusals, how much time they spent on the site, number of pages viewed, how many visitors came to the site for the first time, and t .d As a result, you will understand how much of the traffic and sales are obtained thanks to AdWords. You will be able to evaluate the effectiveness of your advertisements and more efficiently manage your campaign.
After linking Google Analytics and AdWords accounts, they will be able to exchange data, and you will be able to:
- Import Google Analytics goals and transactions into AdWords
- view Google Analytics data about driving traffic to your site in AdWords;
- Create remarketing lists in Google Analytics and use them in AdWords to target a specific audience.
- Automatically view AdWords data about clicks and costs next to Google Analytics data about driving traffic to your site.
How to link AdWords to Google Analytics
Log in to your Google AdWords account using your Google Analytics account login and password:
')
Click on the “Tools and Analysis” item, where from the drop-down list select “Google Analytics” and thus get into your Google Analytics account.
Next, go to the "Administrator" section, where we choose "Establishing communication with AdWords":
Click "Add account":
A view window appears:
Select an AdWords account and click the Next button. In the window that appears, select the appropriate profile and click on "Link accounts":
The next step is to check whether auto-tagging is enabled. To do this, click on the icon
.On the page that opens, select the "Resource Settings":
Next, a view window opens:
Put a tick "Allow manual mark" and press the "Save" button. Now all AdWords campaign data will be transferred to Google Analytics.
We transfer data to Google Analytics from Yandex.Direct
If you run an advertising campaign in Yandex.Direct, you can also link it to your Google Analytics account. This will allow you to track the number of clicks on advertisements, analyze the effectiveness of the campaign as a whole. There is an opinion that the data on advertising in Yandex.Direct is better and more accurately represented in Yandex.Metrica . But according to our observations, both analytics systems provide approximately the same data with a slight error.
How to link AdWords to Google Analytics
First you need to create a building URL. To do this, use the following tool:
- In the field "Website URL" you must enter the url of your site.
- In the field “Campaign source” enter YandexDirect.
- In the field "Campaign Medium" you must specify cpc.
- In the “Campaign Name” field we indicate the name of your advertising campaign, for example: “Flower delivery”, “taxi order” and so on. The name of the campaign is recommended to take the same as specified in the Yandex.Direct campaign. It is strongly recommended to register the company name in Latin letters (transliteration), for example Dostavka_cvetov, Zakaz_taksi. Please note that instead of spaces, we put an underscore.
- Next, you need to click on the "Create URL" button.
Here are the standard names of tags for a bunch of accounts, but you can use your own names, the main thing is that you can further understand them without confusing with others.
Next, you need to make the settings directly in your Yandex.Direct account:
Go to the campaign page, in our case this is the link “Buy dresses. Stock":
At the top is the "Change settings" link. You need to click on it and you will be taken to the "Campaign Settings" page. Scroll down to the “Advanced Settings” option:
Click on the "Show" link. In the menu that opens, check the box next to “External Internet Statistics”:
Click on the "Save" button, then you get to the page of your campaign. Follow the link "Edit ad":
In the field "Link to the site" you need to insert the link that you previously received in the linker URL:
Below is the "Next" button. Click on it and go to the "Set Price per Click" page. Adjust the parameters you are interested in, if any. If not, scroll the page and click on the button “Send to moderation”.
By linking your Google Analytics account with Yandex.Direct and Google AdWords advertising systems, you will be able to track information on all traffic channels and site conversion in a single system.
Source: https://habr.com/ru/post/203544/
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