Posted by TrentonGreener
Google Analytics (GA) is a phenomenal tool that most of us, including myself, use in a very limited capacity. It’s not that we don’t want to use all of the functionality of this great product, but that we’re unaware of the potential opportunities available to us as marketers. Often times, when we do find that new and exciting feature, it astounds and astonishes us; I often find myself consumed by the possibilities. That’s how it felt when I first found GA’s “Data Import” feature. I had no idea that I could load not only my AdWords data into GA, but also all of my other paid efforts as well—from social, to search, to display, and even direct mail. I could import the cost data of each campaign into Google Analytics and do an ROI analysis using functionalities such as the Model Comparison Tool. In this post, I’m going to walk you through how to do exactly that.
We’ll be diving into GA’s ability to import relevant campaign data such as cost, clicks, and impressions using the built-in Google Analytics “Data Import” functionality. This feature is useful for not only importing your non-AdWords paid marketing channels—such as Facebook, Bing, …read more