In this article we will explain how you can easily find information and results about your Google Ads campaigns in Google Analytics.

1. General Information

After you have logged in to your Google Analytics account, navigate to the menu on the left hand side. To see general information about your campaigns such as number of clicks, CPC or cost, follow these steps:

1. Navigate to ‘Acquisition’ > ‘Google Ads’ > ‘Campaigns’

2. In the top right corner of the screen you can change the date range. When you scroll down, you will see a screen similar to this:


3. Here you will find general information such as:

  • How many clicks a campaign received.
  • How much each campaign has cost you in the specified date range.
  • The average cost per click (CPC) is.
  • The bounce rate. This means the percentage of users that left your website in less than 30 seconds after getting there through the campaign.
  • The number of transactions that resulted from the campaign within the date range.
  • Revenue that was achieved from the campaigns. In this report only revenue is included that was generated if Google Ads was the last step of the user (so-called ‘last click conversion’).
  • If you click on the campaign name, it will show the different ad groups in the campaign and the results that each one achieved.

2. Measuring Revenue

Google Analytics only attributes the revenue to the last interaction. This means that if a user first enters your website via Google Ads, then on the next day returns to the website by clicking on the organic result in Google and then finally makes the reservation, that 100% of that revenue will be attributed to the organic result.

However, the Google Ad played a significant role in driving that user to your official website. To have a deeper understanding of the impact of Google Ads along the full online journey, we use the official Google Ads pixel for tracking. With that method, Google Ads attributes (a part of) the revenue to the Google Ad that triggered the user to visit the official website.

All conversion data in our Google Data Studio report is imported via the Google Ads pixel and is visible in Google Ads.

 

3. Sitelinks

Sitelinks are the links shown below your main ad text in Google Search. They look like this:


To see how each one performed, navigate to ‘Sitelinks’ in the left hand menu. Your screen should look similar to this:


4. Search Terms - Keywords

When setting up a campaign, keywords are chosen under which the the ads should be found, This means that when somebody types this keyword into Google Search, they will get to see your ad. To view the keywords used, navigate to ‘Keywords’ in the left hand menu. Your screen will look like this:


If you want to see which campaign each keyword belongs to, follow these steps:


  1. Navigate to ‘Secondary dimension’ on top.
  2. Type ‘campaign’ into the search box and select it, like in the screenshot below.