A new set of AdWords reports added to Google Analytics this week aim to help advertisers track user behaviour after the click.
Introduced originally at the eMetrics conference in San Jose and brought to a wider audience on the Inside Adwords blog by crew member Miles Johnson this Tuesday, the new feature could have benefits to any PPC agency looking to increase the ROI on their campaign spend. Rather than simply focusing on the number of clicks a PPC ad gathers, the new set of reports allows advertisers to see more detailed information about user behaviour after the click.
“For example, suppose you wanted to see if potential customers searching for your exact matched keywords were more engaged with your sites content than those who searching on broader terms,” suggests Johnson. He explains that by using the new reports, users can view all the visits from clicks on PPC ads matched to a specific keyword, for different ad groups or for specific campaigns in the user’s AdWords account.
“You can also see how many pages that group visited and the average time spent on site,” says Johnson. “If you use the funnel reports in Google Analytics, you can even see the specific step where visitors tend to drop off when trying to make a purchase.”
To see the new AdWords reports users will need to have a linked Google Analytics account and to have enabled destination URL autotargeting. Currently the reports are only available to a limited section of Google search users but Johnson says the company will be rolling the feature out “gradually over the next several weeks.”
“You’ll know when the new reports have been added to your account when you see the AdWords section in your Traffic Sources reports in Google Analytics,” says Johnson.
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