Import Google Analytics Goals into Conversion Tracking
When it comes to analyzing customer activity on your website, Google offers two features to help you: Google Analytics Goals and Transactions, and AdWords Conversion Tracking. You can use both at the same time, or just one. Click the link below to see a quick comparison of the two.
Google Analytics Goals
- Ideal if you're interested in the entire flow of customers through your site, not just conversions.
- Can include conversions from non-AdWords sources, so it's good for tracking all customer traffic on your website.
AdWords Conversion Tracking
- Ideal if you're interested only in conversions.
- Tracks conversions only from AdWords sources.
Benefits of importing Google Analytics goals
Importing your Google Analytics goals into AdWords Conversion Tracking offers a few benefits. They include:
- Access your Google Analytics conversions and data related to your AdWords clicks.
- See Google Analytics conversion data in AdWords.
- Give Conversion Optimizer access to data that helps optimize bids, potentially increasing conversions and lowering costs.
Keep in mind
You might not need to import Google Analytics transactions if you already use AdWords Conversion Tracking on a particular page. (Enabling both could cause conversions to be double-counted.)
To start importing data, you’ll first need to do the following:
- Link your AdWords and Google Analytics accounts
- Enable Data Sharing with other products in your Google Analytics account
- Turn on auto-tagging in your AdWords account
Once that's done, follow these steps to import your goals:
- After you’ve linked your accounts, wait about 1 hour for the imports to be ready. Then, sign into your AdWords account, click the Tools tab, and select "Conversions." You’ll see a message letting you know that your goals are ready to be imported.
- Click the Import from Google Analytics button.
- Select the goals or transactions you want from the list.
- Select Import at the bottom of the page.
AdWords will begin importing the data from your Analytics account, starting from the day you clicked "Import from Google Analytics." Historical data from before this date won't be included, though.
Keep in mind
It can take as long as two days before goals data is available in AdWords. Once it is, your imported conversions data will appear alongside your existing conversion data on the Conversions page, and you'll be able to customize columns on the Campaigns tab to include this data.
You might see discrepancies in the conversion statistics between Google Analytics and AdWords Conversion Tracking. If you’ve double-checked that your setup is correct, here are some possible reasons for why you might see this:Date of Transaction
AdWords reports conversions from the date and time of the click that led to the successful action, not from the date of the successful action itself.
For example, let's say someone saw your ad and clicked it on July 19th, but did not make a purchase on your site until the next day, July 20th. In AdWords, the conversion would be attributed to July 19th, the day of the click. In Google Analytics, however, the conversion is attributed to July 20th, the day the conversion actually occurred.
Conversion Tracking reports your conversion data both in terms of conversions and converted clicks. For each conversion action, you can choose to count all or unique conversions. The "Conversions" column of your reports will display all conversions within your chosen conversion window, according to your selected counting method. The "Converted clicks" column shows you the number of AdWords ad clicks resulting in one or more conversions within your chosen conversion window. Note that the converted clicks count doesn't reflect the relative value of each converting click. Clicks that lead to high-value conversions (such as multiple purchases) aren't distinguished from those that lead to low-value conversions (such as a single newsletter sign-up).
If a user clicks on your ad, makes a purchase, and then comes back to your site later and makes another purchase, in AdWords that will register as one converted click and either two conversions (if counting all conversions) or one conversion (if counting only unique conversions). In Google Analytics, however, it will count as two visits, and two conversions.