Recent updates to Google Analytics have introduced new reports for users who have integrated the service with their AdWords account.
Google Analytics is used throughout the search engine marketing industry to provide statistics for both SEO strategies and PPC campaigns. Free to use, the service provides detailed statistics about a websites traffic and is the most widely used website statistics service – used by around 57% of the webmasters of the 10,000 most popular websites around the world. Within a PPC agency, Analytics is likely to be integrated with AdWords so that users can review the success of ad campaigns.
With the latest update on June 7th, Google has added three new reports and several new metrics to Analytics for Adwords.
The ‘Day Parts Report’ aims to help users find the most profitable time of day for PPC ads on Google Search. It breaks ad performance down both by the day of the week and the hour of the day, revealing peaks and dips in user behaviour. Trevor Clairborne of the Google Analytics Team suggests combining this report with the AdWord’s Ad Scheduling feature to automatically adjust bids for peak times.
The ‘Destination URLs report” breaks down the performance of each destination URL used within AdWords ads. It can be tracked by Campaign, Ad Group or Keyword Level, or a combination to see the top Destination URL/Keyword pairs. Meanwhile the ‘Placements Report’ complements the existing Placement Performance Report in AdWords by adding post-click performance data about campaigns across the Google Content Network to Analytics.
Other updates included the Clicks Tab, which allows users to import AdWords metrics into Analytics, and the introduction of 10 new dimensions for reports. These include Placement URL, Match Type among several others.
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