Google Analytics immediately offers tight integration with Adwords, which raises the possibilities of analyzing this source of traffic to a whole new level. It is therefore possible to cross-reference Adwords keywords with the wealth of data available in Google Analytics. However, what about the keyword searched by the visitor before clicking on the ad? What was the original research intent ? And ultimately, why do some Adwords keywords convert so badly on my site?
** Updated April 25, 2008 to reflect changes to new tracking code
A small review of what is being done in this area highlights two main approaches to obtain this famous keyword:
The good news is that it works, the bad news is that no solution is perfect. In more detail, let's see each of the approaches.
This first approach is certainly the simplest and only requires creating two filters in Google Analytics and applying these filters to a separate profile.
When it comes to filters, we always recommend applying them to a new profile, to keep a profile with raw data.
Keywords from Adwords will now be displayed in the format “Adwords keyword, (words+keywords+searched)”:
Although very disappointing from a conversion data point of view, this method is set up in the blink of an eye and allows you to discover the impertinent searches that led to a click on an ad.
Here it is rather a question of using a javascript script to extract the keywords from the referer and using the __utmSetVar function to store these words in a variable which will now be attached to the visitor.
Question of grouping the two approaches:
<script type="text/javascript">
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www.");
document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E"));
</script>
<script src="/path/to/ga_keyword2.js" type="text/javascript"></script>
<script type="text/javascript"> var pageTracker = _gat._getTracker("UA- XXXXXX-1"); pageTracker._initData(); pageTracker._trackPageview(); </script>
<script src="http://www.google-analytics.com/urchin.js" type="text/javascript">
</script>
<script src="/path/to/ga_keyword.js" type=" text/javascript"></script>
<script type="text/javascript">
_uacct = "UA-XXXXXX-1";
urchinTracker();
</script>
<script src=”ga_keyword.js” type=”text/javascript”></script>
<script src=”http://www.google-analytics.com/urchin.js” type=”text/javascript”>
</script>
<script type=”text/javascript”>
_uacct=”UA-XXXXX-X”;
urchinTracker();
sleuth();
</script>
To take advantage of the result, go through “Traffic sources > AdWords > AdWords campaigns” and choose “Custom values” in the segment drop-down menu:
If you don't currently use personalization variables on your site or don't plan to, don't hesitate!
As you will have understood, there are no ultimate winners but two interesting solutions requiring compromises in all cases. However, both approaches address the initial need to understand why certain AdWords keywords aren't converting.