Google Analytics offers many standard reports for evaluating and analyzing e-commerce statistics as it relates to Google AdWords traffic, whether it is the Clicks tab found throughout the AdWords reporting section or applying the Paid Search advanced segment within e-commerce reports. That said, many of these reports lack a comprehensive view of the most critical statistics to analyze when optimizing for e-commerce performance improvements, such as cost, revenue, e-commerce conversion rate, and ROI. It’s important to note that all of these statistics are found somewhere in standard reports, but almost never in the same view to allow for side by side analysis. As a result, DragonSearch has created 8 simple, but extremely valuable, Google Analytics custom reports to allow for easy e-commerce analysis of AdWords campaigns. Most of them focus on the following metrics:
- Bounce Rate
- % New Visits
- Ecommerce Conversion Rate
- Cost per Transaction
- Average Value
We encourage you to use the following links within your own Google Analytics account for analyzing your AdWords performance.
AdWords Campaign, Ad Group, and Keyword Cost/Benefit Reports
Standard reports within the AdWords section of Google Analytics display cost, revenue, transactions, and other critical metrics for optimization; however, they are never found in the same view. The following links are for reports that remove this obstacle from analysis by showing metrics that are necessary for analyzing e-commerce performance. AdWords Campaign Cost/Benefit Report, AdWords Ad Group Cost/Benefit Report, AdWords Keyword Cost/Benefit Report, Remember to use appropriate secondary dimensions, especially if you have multiple ad groups named the same but in different campaigns or want to evaluate specific keywords by match type.
Ad Network Cost/Benefit Report
With the success of Google remarketing and resurgence of display advertising via the Google Display Network, chances are you probably have a diversified portfolio of AdWords campaigns running across multiple networks. Throw in potentially targeting the Search Partners within search campaigns, and that’s three networks that could perform drastically different. The following report gives you a very high level view of e-commerce performance for each network; however, you should always optimize based on more granular data (e.g. campaign-level) and thus adding secondary dimensions to this report is highly recommended. Ad Network Cost/Benefit Report
Ad Position Cost/Benefit Reports
Does your client or boss tell you that ‘we need to be #1’ all the time because obviously if you show up first, you’ll automatically convert every user into a purchase? Well these reports are for you if that’s the case. The first report shows AdWords e-commerce data by ad slot, with Right Hand Side being displayed as RHS, while the second report shows data by ad position. Unfortunately, the Ad Position report is unable to display cost data by position, otherwise that would have been extremely insightful. Nonetheless, we highly recommend using more granular data via secondary dimensions for optimization as these reports only give a 50,000 foot view of AdWords performance by position. Ad Slot Cost/Benefit Report, Ad Position Cost/Benefit Report
Device Cost/Benefit Report
With AdWords Enhanced campaigns, the targeting of tablets is no longer an option. In addition, with the volume of mobile searches now exceeding desktop and laptop searches, the evaluation of e-commerce data by device is more critical than it has ever been. To allow for easy device-level analysis, the following report will give you the ability to view AdWords e-commerce data by device and thus potentially discover opportunities for improvement such as testing new tablet-specific layouts to enhance e-commerce conversion rates. Device Cost/Benefit Report
Browser & Browser Version Cost/Benefit Report
Let’s face it, users have specific browsers that they love regardless of how terrible they are (here’s looking at you IE). As a result, your website and conversion funnel must be fully functional on every browser that could be used to visit and purchase from your site. Thus, evaluating e-commerce data on a browser and browser version level can help you uncover potentially missed usability issues and also areas of opportunity for increasing sales. Unfortunately Google Analytics does not allow for reporting of cost statistics on the browser level, so the following report focuses on the other critical metrics in analyzing performance such as ecommerce conversion rate and revenue. Browser Cost/Benefit Report To view browser version statistics, use a secondary dimension of Browser Version within the above report. This view, when enabled, is perhaps one of the most important reports you’ll use in not only improving AdWords performance, but usability across all traffic sources.
Go Forth and Analyze
You now have eight simple, but highly useful Google Analytics custom reports for analyzing AdWords e-commerce data. Use them often, analyze deeply, and optimize accordingly. Also copy them and adjust accordingly for use in analyzing other traffic sources such as organic, referrals, or social visits. Lastly, don’t forget about the ability to use advanced segments for any Google Analytics report. The easier it is to view data, the more likely you’ll find opportunities for improving performance. Are there other Google Analytics custom reports you’ve created for analyzing e-commerce performance? Do you have additional tips in analyzing e-commerce data, particularly for AdWords? We’d love to hear about them and create an engaging atmosphere of knowledge sharing.