Why shouldn’t you run contextual advertising without Google Analytics?
Quite often you can hear from clients or novice specialists, the question “Why do I need Google Analytics if I have only contextual advertising?”.
In fact, the view that you do not need the analyst – is mistaken.
Let’s say that you’ve set up an advertising account, started advertising, and only look at the statistics that are shown in the Google Adwords office.
In this case, there is a bunch of questions:
- Are you sure that you see the complete data for your campaigns?
- Can you understand did the advertising campaign pays for itself?
- How act visitors, when they get to your site, behave themselves? What pages are they interested in? How do they decide to buy?
- Does the advertising campaign affect any other indicators?
And many others questions.
With great confidence, you can say that you will not be able to answer these questions, looking only at Google AdWords statistics.
In order to fully see the whole picture for your advertising campaign, you need to set up your Google Analytics account, make sure it’s working correctly and link it to your Google Adwords account.
With Google Analytics, you can more accurately and flexibly configure lists of users to use them in remarketing because Google Analytics provides more functionality for customization.
In addition to audiences, Google Analytics allows you to more correctly set up goals – subscription, ordering, adding goods to the cart, clicking a button, phone, e-mail, etc. You can also check the correctness of these goals immediately with the help of the Real Time Report in the Conversions section.
Keyword phrases report
In this report, you can see the full information about which keywords the user entered your site, the number of new users, the number of sessions, the bounce rate, etc.
In order to see the indicators related to contextual advertising, it is necessary to allocate the corresponding segment.
Simple reports in the graphs clearly show from what region the most traffic comes to the site, and also provides complete statistics for each of them.
Using the data from this report, you can adjust and optimize your advertising campaign.
E-commerce and profitability
Entering the E-commerce report and setting up the segment for paid advertising, you will be able to get information about how much revenue you received from this promotion channel, and also determine how much you pay for a particular campaign in your advertising account.
Getting to your site through a certain traffic channel, the user can perform the desired action do not immediately. He may need time to think over before ordering, compare your product or service with others, or he can simply distract something at this moment.
And he can return for a final action through another source.
See how a paid channel interacts with other sources in the Multi-Channel Funnels report.
In this report, you will be able to assess how much the channel or any of your advertising companies strongly affects and assess what you can lose or get if any of these companies stop working.
By looking at the Behavior Chart, you can see how users behave when they get to your site, which pages they are viewing, what they are studying before they commit the targeted action. Given this information, you can make the appropriate changes and optimize your advertising campaign.
In addition to all pre-built standard reports in Google Analytics, you can customize your own custom reports with the criteria and metrics you need.
The possibilities considered are far from all that Google Analytics allows you to do. And if you use not all or only one channel of promotion, does not mean that the need to install analytics disappears.
This product is free for most sites, and given its incredibly broad analysis capabilities, it’s worth it to devote some time to setting it up.