Getting started with Google Analytics and the AdWords API

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    08-May-2015

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1.Google Inc. - All Rights Reserved 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 4. Google Inc. - All Rights Reserved Intro to Google Analytics 5. Google Inc. - All Rights Reserved As advertisers, were 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 6. Google Inc. - All Rights Reserved 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 8. Google Inc. - All Rights Reserved 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? 9. Google Inc. - All Rights Reserved Acquisition 10. Google Inc. - All Rights Reserved Behavior 11. Google Inc. - All Rights Reserved Conversions - Goals 12. Google Inc. - All Rights Reserved Conversions - Ecommerce 13. Google Inc. - All Rights Reserved Conversions - Multi-Channel Funnels 14. Google Inc. - All Rights Reserved Conversions - Attribution Modeling 15. Google Inc. - All Rights Reserved Real Time Reports 16. Google Inc. - All Rights Reserved Yes, there is more.... Audience Reporting Intelligence Reports Custom Reports Segmentation 17. Google Inc. - All Rights Reserved 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 19. Google Inc. - All Rights Reserved 10 million users Comprehensive documentation and resources Lots of apps for tablets and mobile (tools for salespeople) Many integration success stories Vibrant Ecosystem 20. Google Inc. - All Rights Reserved Promotional Opportunities Partner Gallery Blog and Social Channel Promotion Case Studies Trusted Testers Quota Increases Technology Partner Program 21. Google Inc. - All Rights Reserved Google AdWords & Analytics Together Never gonna give you up, never gonna let you down 22. Google Inc. - All Rights Reserved 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 Dont need to build a new analytics solution Google Analytics / AdWords Linking 23. Google Inc. - All Rights Reserved Google Analytics / AdWords Integration eurostyling.com?gclid=xxx ga(send, pageview); Google AnalyticsAdWords 1 2 3 4 6 5 24. Google Inc. - All Rights Reserved 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. 25. Google Inc. - All Rights Reserved Resources Google Analytics Developers http://developers.google.com/analytics 26. Google Inc. - All Rights Reserved Questions?