In order to track your return on investment (ROI) from AdWords, you need to be able to see which keywords, ads and campaigns lead to conversions on your site. If you use Google Analytics, you can now import your Google Analytics Goals and Transactions into your AdWords account to use as conversion actions. This will allow you to track the ROI from your AdWords campaigns directly inside the AdWords interface.
For the newbies, a “conversion” happens when a visitor to your site completes the desired action (making or purchase or requesting a quote). The conversion is a similar concept to that of a Goal or Transaction in Google Analytics.
A benefit of importing your Google Analytics Goals and Transactions into AdWords is that you are able to use them with the Conversion Optimizer. Conversion Optimizer makes it a lot easier to manage your AdWords bidding and maximize results.
Here’s how to get started importing your Google Analytics Goals and Transactions into AdWords:
Link your Accounts, Enable Sharing and Setup a Goal
Link your Google Analytics and AdWords accounts and create at least one Google Analytics Goal or track at least on Google Analytics Transactions. You’ll need to enable data sharing in Google Analytics by completing the following steps:
1. Sign in to your Google Analytics account.
2. Click “Edit Account and Data Sharing Settings.”
3. Make sure you’ve selected at least the “With other Google products only” options under “Share my Google Analytics data.”
4. Click “Save Changes” to finish.
Import your Goals into AdWords
1. Navigate to the “Conversion Tracking” page from within your AdWords account.
2. Click “Link your Analytics goals and transactions” from the Conversion Tracking table.
3. Select the Goals or Transactions you want from the list.
4. Edit the action name so you can identify the goals in your AdWords reports.
5. Select “Link” from the bottom of the table to finish.