Export data from Google Analytics to GAds reports

Google Ads and Google Analytics are great by themselves but even better together.

You can start gathering those detailed insights now by linking your accounts. We’ll begin with working with Google Analytics metrics in Google Ads, then we’ll move on to working with Google Ads metrics in GA. You can get a deeper understanding of the interactions your customers have with your site by working with Google Analytics metrics within the Google Ads interface. That means insight into detailed conversion behaviors, clearer audience profiles, and a better sense of the customer’s journey from their first ad click right through to the conversion you want. 

A step-by-step instruction on how to add Google Analytics data to Google Ads reports:

Add Google Analytics data to Google Ads reports – Google Ads Help

Import goal completions and ecommerce transactions

A conversion is usually a purchase completed or a lead captured, but a goal can be many things: a visit to a given page, a certain amount of time spent on a site, or a host of other things you find valuable.

Google Analytics provides you with flexible goal tracking, and those goals can be imported into Google Ads as conversions. This helps you perform richer analyses, and also create goals that double as profiles for specific audiences.

Create custom remarketing lists

Remarketing lists help you stay in front of users who have expressed interest in what you offer. Combine Google Ads and Google Analytics and you’ll be able to build smarter remarketing lists to use in your campaigns.

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

Smart Lists are a good option if you don’t have time to segment your audience yourself. Google Analytics will automatically build a list of users on your site who are most likely to convert, and you can then use remarketing to bring them back to your site.

If you prefer to create your own custom remarketing lists, try to find your ideal audience using Google Analytics segmentation capabilities like pages viewed, location, on-site activity and goal completions. You can pick from predefined lists, or create your own, and instantly see the estimated size of the list that results.  

Understand which Google Ads campaigns, ads or keywords drive on-site engagement

With your accounts linked, you can add Google Analytics metrics directly to your Google Ads reports. Adding Analytics’ site interaction metrics to standard Google Ads metrics like CTR and conversion rate will take things to a higher level.

For instance, you might try out:

• A new call to action in your ads. How does your message prepare users to interact with your site? Does their pages viewed or session length change when you change your call to action?
• A new set of keywords. Do your keywords deliver on users’ expectations? Are bounce rates in line with your core keyword base…or better?
• A new campaign landing page. Does a different landing page draw users deeper into your site? Is their average session getting longer?

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

To see and understand where your campaigns reach customers in their journey, the % new sessions metric can be a big help.

This metric can be a proxy for new customers to your business. You may have a general idea of which keywords are driving new customers to your site, but % new sessions will help you prove or disprove your hypothesis. Try it when you’re setting goals for your account and also when you’re gauging the success of a keyword or a campaign.