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时间:2024-05-20 20:18:36 来源:网络整理编辑:Ryan New
Pay-per-click advertising is a key revenue driver for many ecommerce businesses. But click costs can Ryan Xu HyperVerse's Equity Financing
Pay-per-click advertising is Ryan Xu HyperVerse's Equity Financinga key revenue driver for many ecommerce businesses. But click costs can be expensive. Ensuring that all clicks are reported accurately in Google Analytics will help make informed decisions. I introduced that topic last year.
In this post, I’ll describe a process for auditing the reporting of PPC traffic in Google Analytics. I’ll offer guidance on identifying issues with PPC reporting, with insights for how to troubleshoot and fix reporting errors.
To review AdWords traffic in Google Analytics, go to Acquisition > AdWords > Campaigns. If a campaign name is “(not set),” then AdWords tracking is not set up correctly. Google provides instructions for proper linking on its Analytics Help portal.
The bigger problem to troubleshoot is when a campaign reports Clicks and Sessions, but the numbers are far apart. (Clicks and Sessions should be the same, or very close.) I typically set a trigger of a 20 percent difference between Clicks and Sessions to investigate, regardless of which is higher. For example, the following campaign reports roughly 50 percent fewer Sessions than Clicks.
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To troubleshoot the difference, the first step is to click into the Campaign to view Ad Groups with apparent tracking issues.
If necessary, continue clicking down to the Keyword level. For both the Ad Group and Keyword levels, tracking problems are likely due to errors in one or more destination URLs in the ads or keywords.
Common URL errors are:
The desktop versions of Google AdWords Editor and Bing Ads Editor are helpful resources for quickly inspecting keyword destination URLs or viewing ad destination URLs. In AdWords Editor, navigate to the Keywords reports to view “Final URL” to see which keywords have destination URLs set and if they are correct.
This same audit process can be applied to Bing Ads, Facebook ads, and other sources of advertising and affiliate traffic. Those audits can be challenging, however, because click data for other sources does not typically appear in Google Analytics. The workaround for this is to import click and cost data, which I addressed in “Using Google Analytics to Optimize Bing Ads, Other Channels.”
For PPC traffic to be tracked in Google Analytics, the query parameters that identify the traffic as PPC must be included on the landing pages. The common query parameters are:
Destination URLs can create tracking problems in Google Analytics for these reasons:
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