Optimizing AdWords with Google Analytics: Google Best Practices

Official Guide to Evaluating and Improving AdWords Performance Using Google Analytics.

Your insights get better when you use AdWords with Google Analytics. Improve your bidding, messaging and performance through these analyses.


1. Pull Google Analytics metrics into AdWords for deeper insights

  • Import goal completions and ecommerce transactions. 

Why: You can perform richer analyses on customized analytics goals (including micro conversions), and then optimize to your Google Analytics goals right in AdWords.

Get started: Link your Google Analytics and AdWords accounts.

  • Create custom remarketing lists. 

Why: Create highly-specific remarketing lists based on pages viewed, goal completions or other Google Analytics segments.

  • Use Smart Lists to automatically group your site users that are most likely to convert. 

Why: Reach engaged (but not yet converted) users of your site without needing to segment those audiences yourself.

  • Understand which Adwords campaigns, ads or keywords drive on-site engagement. 

Why: Conversions only tell part of the story. Google Analytics tells you more about how users engage with your site, and the keywords that do (or don’t) bring them in.

Get started: Add Google Analytics data to AdWords reports.

  • Monitor ‘% new sessions’ to learn which keywords attract new users. 

Why: Spotting new users from AdWords tells you how to focus your efforts, especially when they’re coming into contact with you for the first time.

Read more about using Google Analytics metrics in AdWords. 

2. Analyze AdWords performance in Google Analytics

  • Auto-tag your ads. 

Why: Auto-tagged ads generate more richly-detailed reports in Google Analytics.

Get started: Enable auto-tagging to ensure you get the most detailed AdWords data.

  • Segment behavior to understand your AdWords target audience. 

Why: Discover the right messages and landing pages for each kind of user.

  • Layer Google Analytics' secondary dimensions onto your AdWords-specific reports. 

Why: Secondary dimensions help you see which devices, keywords, placements and more drive high-quality users.

  • Use AdWords secondary dimensions in Google Analytics Reports. 

Why: Find AdWords-specific insights using any of your favorite reports in Google Analytics— insights that can improve your account’s performance.

  • Use Benchmarking to see how your site stacks up to the competition. 

Why: See what’s possible in your industry and how your own desktop and mobile sites compare.

Get started: View your Benchmarking reports.

Read more about analyzing AdWords performance in Google Analytics.


Sign up for the Best Practices newsletter to get advanced AdWords tips and updates right to your inbox.
Was this article helpful?
How can we improve it?