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Google AdWords® Interface

The data comparison adds supplementary parameters to links to keywords and ads placed for Google AdWords®, which etracker Analytics then analyses.

The following display types are supported by the Google AdWords® interface:

  • Text Ads
  • Image Ads
  • Keyword Links
  • Ad Sitelinks

Like with all other campaigns, etracker Analytics determines the entry page and additional information from the referrer. Furthermore, when using the interface different key figures can be imported from the Google AdWords® account.

  • So you can record and evaluate your Google AdWords® campaigns using etracker Analytics, you will need to add the corresponding Google AdWords® account to etracker Analytics first. Here, click on the Google AdWords® gearwheel in the Marketing Report Selection. In the overview shown by etracker Analytics you can add new Google AdWords® accounts and then view all of the ones already created and edit them.
    • 1. Select the gearwheel under Marketing Reports > Google AdWords®. 2. Click on the Add Account button. 3. Enter the email and password of your Google AdWords® account and click on Register. 4. Click on Accept to retrieve the data from your Google AdWords® Account. Once you have added the Google AdWords® account, you can apply the settings for synchronisation. Here, click on the corresponding symbol after the desired account.
      1. Select the gearwheel under Marketing Reports > Google AdWords®. 2. In the overview click on the pencil symbol after the corresponding account. 3. Change the name of the account.
      1. Select the gearwheel under Marketing Reports > Google AdWords®. 2. Click on the gearwheel symbol after the desired account. 3. Desynchronise the campaigns by removing them from tracking. Then click on Save and compare with Google AdWords. 4. Click on the corresponding symbol behind the desired account. The previously acquired data from the reports remain intact.
    To show a list of all Google AdWords® campaigns from a specific Google AdWords® account, click on the gearwheel symbol behind the desired account in the Google AdWords® configuration. In the table, you will be shown the following details:
    ColumnImportance
    Track campaigns with CCAll campaigns with ticks are ones which are synchronised (tracked). All other Google AdWords® campaigns will not be taken into consideration in etracker Analytics.
    NameIndicates the name of the campaign within Google AdWords®.
    Start dateIndicates since when the campaign has been active on Google AdWords®.
    End dateIndicates when the campaign on Google AdWords® ends.
    Google AdWords statusShows the current status of the Google AdWords® campaign (active, paused or expired).
    The default view always shows all Google AdWords® account campaigns. You have the following options to change the view
    • In the entry field, enter the name of the sought-after Google AdWords® campaign. The search starts the moment you start entering it.
      Use the checkboxes beside "Hide campaigns" in order to filter the display by status. You can now hide the paused or expired Google AdWords® campaigns.
      If you have created multiple Google AdWords® accounts in your etracker account, then you can switch between your Google AdWords® accounts with the help of the dropdown box above the table.
    The illustration of the Google AdWords® structure in etracker Analytics and the customisation of links in etracker is known as Structure Synchronisation. Two things happen with this comparison of the campaign link structure: One is that objects relevant for the use of Google AdWords® like campaigns, ads and keywords are saved to etracker Analytics in such a way that they can be used in the reports by etracker Analytics. Another is that the campaign links in ads, the keyword links and the ad sitelinks are changed by adding parameters in such a way that makes the tracking of clicks on Google ads as optimum as possible. To execute structure synchronisation for the first time or to add new campaigns to the synchronisation, please proceed as follows:
    1. Select Google AdWords® Configuration.
    2. Click on the gearwheel symbol after the desired account.
    3. In the table, select the campaigns to track (synchronisation) in etracker Analytics.
    4. Click on Save and compare with Google AdWords.
    Note: If you have changed the structure of a Google AdWords® campaign, you must resynchronise this campaign as otherwise the changes for etracker Analytics will not be visible. Here, tracking errors come about in etracker Analytics, which prevent the consistent recording of the figures. In this case, the third step of Structure Synchronisation is a little different: Click Structure Synchronisation > Execute now > Select Campaigns for Immediate Sync and tick the corresponding campaigns.
    After synchronisation Remove campaigns from tracking (desynchronise) by removing the tick beside the campaign in the Track campaigns with CC column. With desynchronisation, the link between the structure of Google AdWords® campaigns and the corresponding structure in etracker Analytics is removed. The links which were changed for the purpose of tracking will also be reset to their original status. The process has no effect on the data recorded prior to that. The data from the corresponding reports will remain available. For frequent changes to Google AdWords® campaigns, it can make sense to set up frequent automatic structure synchronisation. The frequent structure synchronisation can be activated below the tabular view for the chosen timeframe. If you select weekly after Compare Campaign Link Structure, synchronisation will always be carried out on the day of the week on which you saved the setting. If you select monthly, synchronisation will be performed on the same day of each month. If you have saved the tracking rhythm, e.g. 5 July, the data will be synchronised on 5 August, then 5 September, etc. With Key figure synchronisation, key figures from Google AdWords® will be put alongside the data recorded by etracker Analytics. This way, you can compare sales and orders with the costs incurred for Google AdWords®. If structure synchronisation was carried out for a Google AdWords® campaign, etracker Analytics will be able to apply key figures from Google AdWords® into its reports, like, for example, the costs per keyword. You will only be able to perform key figure synchronisation once structure synchronisation has been carried out. Proceed as follows in order to activate frequent key figure synchronisation:
    1. Select Configurations > Google AdWords®.
    2. Click on the gearwheel symbol after the desired account.
    3. Tick the daily checkbox after Compare key figures. Synchronisation is then performed daily in the early hours of the morning (CET).
    Nach der Synchronisation erfasst etracker die Kampagnen-Informationen parallel zu Google. Die synchronisierten Anzeigentypen werden über alle Google Netzwerke erfasst (Google Search, Google Search Partner, Display Network). Unter Marketing Reports finden Sie einen Google AdWords Basis-Report mit den wichtigsten Kennzahlen sowie einen umfänglichen Google AdWords Report für granulare Auswertungen. In beiden Reports wird in der Spalte Medium der über den Kanal SEA mit Google AdWords erfassten Suchmaschinen-Traffic der Website angezeigt. Diesen Suchmaschinen-Traffic können Sie mittels zusätzlicher Segmente bspw. nach den zugeordneten gebuchten Keywords weiter herunterbrechen. Die tabellarische Ansicht kann die folgenden Attribute und Kennzahlen(gruppen) enthalten. Klicken Sie auf den Kennzahlen-Header und konfigurieren Sie die von Kennzahlen nach Ihren Anforderungen.
    MediumType/Channel of a Contact (SEA)
    CampaignHere the names of the Google AdWords® campaigns are listed out.
    GroupServes as a subgrouping for campaigns and illustrates an AdGroup in Google AdWords®.
    Entered keywordRefers to the keyword which was entered in Google AdWords®.
    KeywordRefers to a visitor's search term or phrase.
    MatchtypeSpecifies the search type for a booked keyword in Google AdWords®.
    AdvertSpecialist name or term of an advert (ID).
    OriginOrigin domain if there is a referrer.
    Booked deviceRefers to the device booked in Google AdWords®. Can be used to limit the campaign numbers according to device types like desktop PC, tablet PC and mobile phone.
    Google AdImpressionsThis key figure group compiles imported key data from your Google AdWords account which show how many ad extensions were shown to your visitors (e.g. all ads, sitelink, headline).
    Google ClicksThis key figure group compiles imported key data from your Google AdWords® account which show how often your visitors clicked on ad extensions (e.g. all clicks, sitelink, headline).
    LeadsNumber of Leads
    ClicksExternal contacts of visitors with the website. A contact here can be both an explicit advertising contact as well as a type-in/click on a link to a different website.
    Direct VisitsNumber of visits which directly follow a contact (compared to a post visit which follows the direct visit with a time delay).
    Page ImpressionsThis key figure group compiles the following key figures:
    - Direct PIs:
    Number of page views which can be assigned to direct visits.
    - PIs per visit:
    Calculated key figure which illustrates the average number of page impressions per visit.
    Other Google key figuresThis key figure group compiles key figures which were imported from the Google AdWords® account and cannot be assigned to any other key figures group (Google First Page CPC, Google Group Avg. Position, Google Keyword Avg. Position, Google Quality Score).
    SalesThis key figure group compiles the following key figures:
    - Click-Sale conversion:
    Number of page views which can be assigned to direct visits.
    - Sale turnover:
    Turnover of all orders with sale status.
    - Sales:
    Number of all orders with sale status.
    CostsThis key figure group compiles the following key figures:
    - Cost per lead (CPL):
    Average cost for orders with lead status.
    - Cost per sale (CPS):
    Average cost per order with sale status.
    - Click cost:
    Sum of cost per click.
    - Cost per click (CPC):
    Average cost per click.
    - Return on Investment
    CSRCost-Sales Ratio The CSR indicates what the average turnover was for each cost unit.
    Order size (sales)Average turnover of an order. Only sales are taken into account.

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