Google Analytics PPC Conversion Tracking

Google Analytics allows you to track and report all PPC traffic (visits) and conversions coming from Google Adwords, Baidu PPC Phoenix Nest, Yahoo Search Marketing, Microsoft Bing Adcenter and other 2nd tier PPC search engines.

Set up Google Analytics to track and report either PPC campaign data or PPC keyword data by using Google Analytics campaign variables.

PPC Campaign Level Tracking

To create PPC campaign level conversion tracking for your Yahoo Search Marketing account, append the 3 compulsory campaign variables with assigned values to each keyword URL:

  • Source (utm_source): e.g. yahoo
  • Medium (utm_medium): e.g. cpc
  • Campaign (utm_campaign): e.g. google analytics campaign

Example URL with campaign level tracking:

PPC Keyword Level Tracking

To create PPC keyword level conversion tracking for your Microsoft Bing Adcenter account, append all 5 campaign variables with assigned values to each keyword URL:

  • Source (utm_source): e.g. bing
  • Medium (utm_medium): e.g. cpc
  • Campaign (utm_campaign): e.g. google analytics campaign
  • Term (utm_term): e.g. google analytics tips
  • Content (utm_content): e.g. version1

Example URL with keyword level tracking:

Google Analytics URL Builder

Google offers the URL Builder Tool to help you generate your tracking URLs.

    Google Analytics URL Builder Tool

Google Adwords Auto-tagging

Google Adwords has an advantage over other PPC search engines when tracking conversions through Google Analytics. Turn Auto-tagging on in your Adwords account and Google Analytics will track and report your Adwords account’s conversions down to the keyword level, without having to append any of the utm parameters to your URLs.

Auto-tagging automatically associates a parameter with the click on your ad which then allows Analytics to report the details of the click, including which AdWords keywords brought a visitor to your site, which campaign that keyword was from, and how much that click cost.

PPC Traffic in Google Analytics Reports

In your Google Analytics account, PPC traffic will be reported as “Source/Medium” under the “All Traffic Sources” report:

  • Google / cpc
  • Baidu / cpc
  • Yahoo / cpc
  • Bing / cpc

Alternatively, use “Advanced Segments” and select “Paid Search Traffic”.

    Advanced Segments - Paid Search Traffic

Google Adwords Conversion Tracking

If Adwords Conversion Tracking code snippet has previously been installed onto the confirmation/thank you pages of your website, you can also run Google Analytics PPC Conversion Tracking which will not conflict with Adwords Conversion Tracking.


3 Responses to “Google Analytics PPC Conversion Tracking”

  1. Phyllis on January 4th, 2010 3:15 am

    thanks for sharing :)

  2. paula israel on January 25th, 2010 5:24 pm

    Hi-Great article. I’m looking for a no cost or inexpensive tool that will help fight PPC fraud. I run a moderate campaign, but lately my PPC budgets have been getting eaten alive and I think there’s fraud.

    Paula Israel

  3. Campaignsync on April 24th, 2010 4:55 am

    Campaignsync will do this for you automatically. It’s fast, free and easy to use. Just import your campaign as a CSV file, enter your destination URL and in a few clicks you’re done. Try it out and let us know what you think.

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