PPC reporting: Choosing between Adwords & Analytics

When it comes to reporting, Google Adwords provides information that Google Analytics doesn’t: ad performance, average keyword positions, impression share, search query performance, demographic performance, etc.

Analytics also provides information that Adwords doesn’t: funnel analysis, bounce rate, average time on site, conversion by ad position, etc.

But let’s say I want to create a simple monthly dashboard to measure Adwords conversion. Where should I get my data? Adwords or Analytics? Let’s look at both:

Adwords based reporting - The advantages

1. Simplicity. Let’s face it; you got more chance of screwing your data with Google Analytics than with the streamlined conversion tracing of Adwords.
2. Comprehensive report framework. You want to save report templates? Got it. You want custom report. No problema!
3. Unlimited goals with Adwords new conversion tracking. At last! All my conversion goals under one report!

Google Analytics reporting - The advantages

1. Reporting standardization & data integrity. I made 200 000$ from Adwords and 200 000$ from my newsletter, but I only made 300 000$ this year… WT!?%#@!… Won’t happen if you get all your data from the same place. (or at least it won’t with Google Analytics)
2. Cross platform reporting. What about my Yahoo campaigns? Exactly.
3. Showcase better performance. Since the source cookie of Google Analytics last 6 months, you’ll have more chance of getting your contract renewed if you use Google Analytics’ data… Warning: your mileage may vary: remember there’s no source override on Adwords!
4. And finally, colours. Isn’t funky orange funnier than boring greyish green?

As you can see, both approaches have their advantages and even though I have a personal preference for Google Analytics, ultimately, the best choice really depends on the context: how big is the campaign/account? Do you run PPC campaigns on other networks? Here’s a little diagram to help you choose the best tool for your PPC reporting needs:

Tags: Adwords, Analytics, Google, reporting, web analytics

Publié le 12 mai 2008 à 10:47 sous Mesure de performance. Vous pouvez laisser une réponse, ou créer un rétrolien de votre site.