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2. Google Analytics for AdWords
Developers
A quick overview of the platform and APIs
Pete Frisella, Google, Inc.

3. Agenda
● Intro to Google Analytics
● Platform Overview & Developer Opportunities
● Integrating Analytics & AdWords

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Intro to Google Analytics

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● As advertisers, we’re experts in drawing traffic to a
website. However, what happens after the click is less
understood.
● Understanding user behavior after they reach a landing
page is powerful.
● We can improve our ad targeting and provide insights to
the advertiser on how they can improve the website.
Insight Beyond the Ad

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A Platform to Optimize your Business
Measure the acquisition, behavior, and conversion of users.
Gain new insights and optimize the performance of your business.
What is Google Analytics?

7. Measuring User Interaction
Measurement Protocolutm.gif
JS / SDKs Any Environment

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Improve effectiveness of marketing initiatives
○ SEM, Remarketing, Campaigns
Improve user experience
○ In-page analytics, site speed, event tracking
Conversion attribution
○ Visitor behavior to sales, path analysis, eCommerce, goals
Experimentation tools
○ Optimizations (content, data)
Why Use GA?

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Acquisition

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Behavior

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Conversions - Goals

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Conversions - Ecommerce

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Conversions - Multi-Channel Funnels

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Conversions - Attribution Modeling

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Real Time Reports

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Yes, there is more....
● Audience Reporting
● Intelligence Reports
● Custom Reports
● Segmentation

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Google Analytics Platform &
Developer Opportunities

18. PROCESSINGCOLLECTION
Web Tracking
Mobile - Android / iOS
Measurement
Protocol
CONFIGURATION Management API
REPORTING
Core Reporting
Multi-Channel Funnel
Real Time Reporting
Metadata
Developer Platform Overview - APIs and SDKs

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● 10 million users
● Comprehensive documentation and resources
● Lots of apps for tablets and mobile (tools for salespeople)
● Many integration success stories
Vibrant Ecosystem

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● Promotional Opportunities
● Partner Gallery
● Blog and Social Channel Promotion
● Case Studies
● Trusted Testers
● Quota Increases
Technology Partner Program

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Google AdWords & Analytics
Together …
Never gonna give you up, never gonna let you down …

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Measure the impact of services and optimizations
Gain stronger campaign optimization signals
Increase customer retention
● Use Google Analytics data to prove value of services
Increase revenue
● Users optimize their business increasing service usage
Save time and money
● Don’t need to build a new analytics solution
Google Analytics / AdWords Linking

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Google Analytics / AdWords Integration
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ga(‘send’, ‘pageview’);
Google
AnalyticsAdWords
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Linking Analytics and AdWords
● New GA Data in AdWords API
○ Bounce rate
○ Pages / visit
○ Avg. visit duration (seconds)
○ % new visitors
● New AdWords Data in Analytics API & UI
○ Access GA engagment data with AdWords
○ AdGroup ID and Criteria ID available.

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Resources
Google Analytics Developers
http://developers.google.com/analytics

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Questions?