For many marketing organizations, paid search is one of the most valuable and reliable ways both to reach new customers and to retain existing ones. The Data Sources capability in Adobe Analytics makes it easy to import advanced paid search data from digital advertising platforms like Google AdWords. You can integrate it with the rest of your marketing data, alongside on-site behavioral and customer attribute data, to allow you better insights into your organization’s paid search efforts.
These steps show you how to configure an integration with AdWords to import keyword data as well as metrics such as impressions, clicks, cost per click, and more.
The steps explain how to set up a one-time import of pay-per-click data. However, Data Sources allows for the ongoing import of data using the file format described here. Depending on your paid search platform, you may be able to schedule periodic exports (daily, monthly, etc.), set up automated processes for transforming those exports into the file format that Adobe Analytics requires, and upload these files into Adobe Analytics for going paid search integration reporting.
Our first step is to prepare Adobe Analytics to receive the metrics. To do this, you need to set up some success events.
Success events are actions that can be tracked. You determine what a success event is. For our purposes of tracking paid search metrics, we want to set up success events around clicks, impressions, total cost and enabletracking codes.
Go to Adobe Analytics > Admin > Report Suites.
Select a report suite.
Click Edit Settings > Conversion > Success Events.
Under Custom Success Events, use Add New to create 3 custom success events: Clicks (Counter), Impressions (Counter) and Total Cost (Currency).
You should receive a message that your saves were approved.
Navigate to Admin > Report Suites > Edit Settings > Conversion > Conversion Variables.
Enable tracking codes by selecting the checkbox next to Tracking Code under Campaign > Campaign Variable.
Data Sources allow you to share non-clickstream data with Adobe Analytics. In this case we use Adobe Analytics to track paid search metrics. We use the tracking code as our key to tie the two pieces of data - paid search metrics and Adobe Analytics metrics - together.
Navigate to Adobe Analytics > Admin > All admin > Data sources.
Select the Create tab to start activating new data sources.
Under Select Category, select Ad Campaign.
Under Select Type, select Generic Pay-Per-Click Service.
The Data Source Activation Wizard displays:
Click Next and name your data source. This name appears in the Data Source Manager.
Accept the service agreement and click Next.
Select the three standard metrics: Impressions, Clicks and Total Cost and click Next.
Now “map” this new data source to the custom events we created in Configure Success Events.
Choose data dimensions
Check the box next to Tracking Codes and click Next.
Map data Dimensions.
Map the imported data dimension (attribute) to the Adobe Analytics attribute that you want to store it in. This may be a standard dimension or an eVar. After you click Next, the resulting mappings are shown in the summary:
Click Download to download the template file for this data source.
The file name corresponds to the data source type you initially specified - in this case, “Generic Pay-Per-Click Service template.txt”.
Open the template in your favorite text editor.
The file is already populated with the metrics and dimensions and their mappings.
Steps similar to these work for Google Adwords, MSN, Yahoo, and other PPC accounts.
.csv or tab-delimited file. This will make it easier to work with in the following steps.
Go back to the Data Source wizard for instructions and upload the file via FTP:
Adding calculated metrics will be helpful when making pay-per-click decisions.
For example, you could add these calculated metrics:
|Page Views per Visit
|When applied at a site level: shows the average number of pages per visit. When applied in the Most Popular Pages report: shows the average number of times a specific page was viewed per visit.
|Average Order Value
|Shows average revenue per order.
|Revenue per Visit
|Shows average revenue per visit.
|Click-Through Rate (CTR)
|Measure the ratio of clicks to impressions of an online ad or email marketing campaign.
|Revenue - Cost
|Shows the revenue of a campaign minus the cost.
|Profit per Impression (PPI)
|(Revenue - Cost)/Impression
|Shows how much revenue was being generated every time an ad displayed, balanced with cost.
|Return on Ad Spend (ROAS)
|Sales amount/ad spend
|(ROI) Represents the dollars earned per dollars spent on the corresponding advertising.
The final step is to add the data source metrics and any calculated metrics to the Tracking Code report and drill down into a campaign to get an immediate view of how each Ad Group is performing.