Adwords Not Set Keywords in Google Analytics

When advertising with keyword search campaigns through Google Adwords and tracking traffic and/or goal conversions through Google Analytics for your website, you want Adwords PPC keywords showing up in Google Analytics keyword report as one of the traffic sources:

google / cpc

However, Google Adwords clicks can show up in the Google Analytics keyword report as “(not set)” entry, because Google Analytics couldn’t associate a keyword or any search campaign information with the visits (i.e. Google Adwords clicks).

Link Adwords to Google Analytics

Make sure your Adwords account is always linked to your Google Analytics account. If you run search campaigns on multiple Adwords accounts for your website, then link all multiple Adwords accounts to the Google Analytics account.

Auto-tagging Google Adwords Destination URLs

Turn on auto-tagging and test if auto-tagging works on your site (in case some of the web pages on your website have URL redirection enabled):

  • Append ?gclid=test or &gclid=test parameter to the end of one of your Adwords destination URLs.
  • Put the URL with the appended ?gclid=test or &gclid=test parameter into a web browser address bar.
  • If the web page shows up correctly and the appended ?gclid=test or &gclid=test parameter are still in the web browser address bar, then auto-tagging works and keywords will properly show up in Google Analytics keyword report (within being attributed to the “(not set)” entry).

Manually Tag Google Adwords Destination URLs

In some cases when you have auto-tagging enabled, the amount of “(not set)” entry can become significantly large in the Google Analytics keyword report. You should:

  • Disable auto-tagging in your Google Adwords account.
  • Tag all the destination URLs manually or through Google’s URL Builder, with source (e.g. google), medium (e.g. cpc), campaign, keyword/term and ad/content.

Google Adwords Cost Data in Google Analytics Campaigns Report

For Adwords cost data to show up in Google Analytics campaigns report, when linking Adwords account(s) to Google Analytics account, you should select to apply Adwords cost data.

  • If Adwords cost data is applied and auto-tagging is enabled, then both Adwords cost data and visits data will appear in Google Analytics campaigns report.
  • If Adwords cost data is applied and manual-tagging is used, then both Adwords cost data and visits data will appear in Google Analytics campaigns report.
  • If Adwords cost data is not applied and auto-tagging is enabled, then Adwords cost data will not appear and Adwords dimensions (i.e. campaign name, ad group, keyword) will appear as “(not set)” in Google Analytics campaigns report.
  • If Adwords cost data is not applied and manual-tagging is used, then Adwords visits data without cost data will appear in Google Analytics campaigns report.

Comments

One Response to “Adwords Not Set Keywords in Google Analytics”

  1. David on July 25th, 2012 8:50 am

    Thank you for posting this :-) Ive learnt that manually adding tracking parameters to your ppc account which wont synch up with your Google analytics is the best albeit arduous fix.

    Thanks again for explaining this so clearly :-)

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