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Google Analytics and Adwords

Google Analytics is a web analytics service that tracks website traffic and provides statistics and reports about visitors and transactions. It works by adding a piece of JavaScript tracking code to each webpage, which collects anonymous user interaction data. Reports in Google Analytics include real-time, audience, behavior, conversion, and admin reports. Key performance indicators tracked include sessions, users, pageviews, bounce rate, and goal conversion rate. Google AdWords is an advertising service that enables businesses to set a budget and pay only when people click displayed ads, targeted based on keywords and locations. Basic AdWords terms include impressions, clicks, clickthrough rate, and cost per acquisition.

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SUCHETA ROUT MBA 2021-23 (Kolkata)
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70 views2 pages

Google Analytics and Adwords

Google Analytics is a web analytics service that tracks website traffic and provides statistics and reports about visitors and transactions. It works by adding a piece of JavaScript tracking code to each webpage, which collects anonymous user interaction data. Reports in Google Analytics include real-time, audience, behavior, conversion, and admin reports. Key performance indicators tracked include sessions, users, pageviews, bounce rate, and goal conversion rate. Google AdWords is an advertising service that enables businesses to set a budget and pay only when people click displayed ads, targeted based on keywords and locations. Basic AdWords terms include impressions, clicks, clickthrough rate, and cost per acquisition.

Uploaded by

SUCHETA ROUT MBA 2021-23 (Kolkata)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Google Analytics

•Web analytics service, that tracks and reports website traffic.

•Provides statistics and reports about visitors and transactions on a website.

•At a glance dashboard view as well as detailed reports.

How Google Analytics work?


By tracking the website

•To track a website, you first have to create a Google Analytics account. Then you need to add a
small piece of JavaScript tracking code to each page on your site.

•Every time a user visits a webpage, the tracking code will collect anonymous information about
how that user interacted with the page.

•The tracking code could show how many users visited a page or how many users bought an item by
tracking whether they made it to the purchase confirmation page.

Navigating Google Analytics


To navigate between reports, you’ll use the navigation on the left, which consists of:

1. Real-Time reports let you look at live user behaviour on your website including information
like where your users are coming from and if they’re converting.
2. Audience reports show you characteristics about your users like age and gender, where
they’re from, their interests, how engaged they were, whether they’re new or returning
users, and what technology they’re using.
3. Behaviour reports show how people engaged on your site including which pages they
viewed, and their landing and exit pages. With additional implementation, you can even
track what your users searched for on your site and whether they interacted with specific
elements.
4. Conversion reports allow you to track website goals based on your business objectives.
5. The admin section contains all of your Google Analytics settings such as user permissions,
tracking code, view settings, and filters.

Key performing indicators


• Sessions: A session is a group of user interactions with your website that take place within a
given time frame.
• Users: are the total number of users that visited for the given date range
• Pageviews are the total number of times pages that included your Analytics tracking code
were displayed to users. This includes repeated viewings of a single page by the same user.
• Pages per session is the average number of pages viewed during each session. This also
includes repeated viewings of a single page.
• Average session duration is the average amount of time that a user spends on the website
in a single session.
• Bounce rate is the percentage of users who left after viewing a single page on your site and
taking no additional action.
• Ratio of new to returning visitors: By comparing the ratio of new users to returning users,
you can determine how well your campaigns drive new or existing user traffic.
• Percent of new sessions is the percentage of sessions in your date range who are new users
to your site.
• Average time on page: Average time on page is an indicator of engagement. A high average
time on page and/or low bounce rate indicates customers are interested in your content and
in exploring your website.
• Goal conversion rate: The percentage of search sessions which resulted in a conversion to at
least one of the goals.

Google AdWords
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google
and its advertising network. The AdWords program enables businesses to set a budget for
advertising and only pay when people click the ads.

How Does AdWords work?


• Create a new campaign.

• Research and enter relevant keywords related to your products or services.

• Place a bid on each keyword.

• Write short ads that Google will display based on keyword groups and geo-targets.

• A customer comes across your ad by searching for one of your keywords.

• They click on your ad and depending on your bid, you will pay a certain amount for that click.

Basic Terms:
• The number of impressions is the number of times that an advertisement has been shown
(through Google AdWords or other forms of PPC advertising) or a webpage has been listed
on a SERP (Search Engine Results Page, in the case of search engine optimization).
• Clicks: A click is counted even if the person doesn't reach your website, maybe because it's
temporarily unavailable. As a result, you might see a difference between the number of
clicks on your ad and the number of visits to your website.
• Clickthrough rate (CTR), tells you how many people who’ve seen your ad end up clicking on
it.
• PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee
each time one of their ads is clicked.
• Cost Per Acquisition is a financial metric used to directly measure the revenue impact of
marketing campaigns.

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