Use Google Analytics to run your Google AdWords campaigns: The best 3 reasons why

Google AdWords is an excellent online advertising platform, which offers a large number of statistics to manage PPC campaigns. However, it is quite possible to obtain particularly relevant data when managing your AdWords campaigns with Google Analytics. Using Google Analytics to run your Google AdWords campaigns is an excellent way for businesses to succeed in today’s internet marketing landscape.

It is a mistake to think that only SEO specialists can use Google Analytics. PPC specialists also use Google Analytics. That’s why My Little Big Web has selected the three best reasons why it is essential to use Google Analytics with your Google AdWords campaign.

Before we list the three reasons, let’s start from the beginning, which is simply the combination of Google Analytics and AdWords accounts.

Link Google Analytics to Google AdWords

In order to view Google Analytics data on the AdWords platform directly, it is important to link the two accounts. To do this you simply log on Google AdWords and click the gear icon (outil-campagne-adwords-analyticstop right). After clicking “associated accounts” and selecting “Google Analytics“, so you can activate the association of your accounts. This is shown below:


It’s essential that you enable the importation of the website’s statistics or you won’t have any Google Analytics data on AdWords. With this option, five columns / Google Analytics data will be added to your Google AdWords account: bounce rate, pages per session, average session duration (in seconds) and the percentage of new sessions.

Get additional data


As you will learn, the first reason to use Google Analytics to run your AdWords campaigns is to have access to additional statistics. You may think the number of available statistics on AdWords is sufficient, but think again.

Bounce rate and average session duration

Knowing the bounce rate and average session length will allow you to identify bad landing pages used for your Google AdWords campaigns. Indeed, if you notice that the bounce rate is particularly high on one of your ad groups, it is important to check three things:

  1. The quality of your keywords
  2. The quality of your ads
  3. The quality of your landing page

If your keywords and ads match perfectly with the keywords appearing on Google AdWords for example, then it is important to ensure that the landing page is relevant. Does the landing page reflect your ad? Make sure your landing page does not lead to a page for Women’s clothes if you mention your men’s collection in the ad.

Also, if your landing page does reflect the ad, it is important to ensure that the keywords in your ad group appear in the content of the landing page. This practice will allow you to maintain high-level keyword quality.

Percentage of new sessions

The statistics on new sessions will allow you to check if your keywords have led to new visits on your website. Even if you notice that certain keywords do not generate more clicks, these keywords may still lead to new sessions.

It is then important to optimize the ads or keywords to increase the number of keyword conversions you may consider essential.

As you can see, by simply having these few data points from Google Analytics on AdWords, campaign managers can use new elements to optimize accounts.

Finally, the number of pages viewed per session is another interesting fact to ensure your ads meet the expectations of users. However, this may not be relevant if you redirect users to a unique landing page and not a website with multiple pages.

Follow more conversions

In order to create conversions on Google AdWords, a code must be added on a thank you page that appears after submitting a form, for example. However, many websites today do not offer thank you pages. It has become complicated for advertising managers to track conversions using only AdWords.

Google Analytics becomes an alternative to save on AdWords conversions. You can create Google Analytics events website (with a simple code) to be recorded directly on the platform as an objective.


This alternative is perfect if you want to record the number of clicks on the “send” button on your form (if you do not have to thank you page). In addition, Google Analytics’ goals can be imported directly to Google AdWords. This way you can analyze the total number of conversions on AdWords.

However, it is important to know that the data from Google Analytics goals can take between 24 and 72 hours before arriving on your AdWords account. So do not panic if you do not see your Google AdWords conversions on the same day.

With the Google Analytics goals, the platform offers an additional tool for managing and optimizing your Google AdWords accounts.

Follow the goal flow on Google Analytics

If you do not save conversions on Google AdWords even though your keywords, ads and landing pages are well optimized, you can follow the goal flow on Google Analytics. If you have an e-commerce, this allows you to see when users generated from advertising cease their navigation.

Are Internet users leaving your site when delivery charges are shown? Did they decide to leave the site in the middle of a purchase? If users are leaving your site when delivery charges are revealed, it is important that you think to offer cheaper delivery costs for example.

The goal flow is one of the tools of Google Analytics not available on Google AdWords. This is why it is important to use both platforms to manage your advertising campaigns.


By offering additional information, Google Analytics is an essential tool for running your Google AdWords campaigns.

With Google Analytics, you can get additional data directly on Google AdWords, follow more conversions and follow the flow of your campaigns.

Do not hesitate to contact us at 514 437 4245 or via our contact form if you would talk to an expert who will answer all your questions.

Use Google Analytics to run your Google AdWords campaigns: The best 3 reasons why
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