For anyone managing a Google AdWords campaign, Google Analytics has always been a basic tool. It is one thing to know how many people are clicking on your ads and visiting your website - altogether another to know what they are doing when they get there.

Google have now made some key Analytics data available directly in AdWords and, although this is not available across all accounts, it is being steadily rolled out to all clients.

There are three very significant pieces of data in any Analytics account - the number of pages visited, the time spent on the site, and the bounce rate (the percentage of visitors who visited only one page on the website and then left). All three are indicators of the visitor's engagement with the site and, in general, are closely correlated with the success of the site - as measured by such criteria as transactions, newsletter sign up, quote request forms, etc.

Being able to see these engagement figures for Campaigns, Ad Groups, Ads and even individual Keywords right alongside the cost per click, the conversion rates and the quality scores brings the campaign data into ever clearer focus for the data hungry manager.

So how do we get to see this data?

In the AdWords interface there is a menu item for Columns -> Customise Columns....

 

Then under the Google Analytics sub menu simply add these columns to your data views.

 

Now you can make direct comparisons across campaigns and adjust your budget allocations accordingly.