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How to Add Bounce Rate to Your Google AdWords Reports


Until not so long ago, bounce rate per keyword could be easily found in Google Analytics, but not in Google AdWords, which provided only the basic data related to your advertising campaigns. This inconvenience made it necessary for website owners or managers to switching back and forth between the two applications all the time. The good news is that now you can add the bounce rate to your AdWords reports, together with the average time on site and average page view metrics. You do this by linking your Analytics and AdWords accounts.

How to connect your AdWords and Analytics profiles

Before you can proceed with linking your accounts you want to make sure that...

  • Both accounts are registered with the same email address and you have full administrative rights for both AdWords and Analytics profiles.
  • Your Analytics account is already importing cost data from AdWords.
  • Your Analytics data sharing setting is set to ‘Share my Google Analytics data with other Google products only.’
  • Your AdWords account has auto-tagging turned on.

If you don’t meet these requirements, you won’t be able to link your AdWords and Analytics reports successfully.

Next you want to be able to import data from your Google Analytics account into your Google AdWords account.

  1. Log into your AdWords account.
  2. Go to the My Account drop down menu and click on Linked accounts
  3. Select the Google Analytics profile(s) you want to import data from. If you have several Analytics profiles but some of them are not configured according to the options above, you won’t be able to import data from them.
  4. Click add to each of the profiles you want to link to your AdWords account. You can select up to ten.

! If the profile you want to add doesn’t appear there, it’s probably because you lack administrative access to it. If a profile appears as unavailable, it’s probably because Analytics privacy settings need to be changed, or cost data from AdWords is not imported as it should.

After your accounts are linked sign out of your Google AdWords and then sign back in. If the data has not been imported yet don’t worry. It sometimes takes a few hours before it does.

Meanwhile you can enable in AdWords the new columns that the linking of the accounts make possible. These columns will help you get a better view of your data, and analyze it more thoroughly, directly from AdWords, without having to go back to Analytics all the time.

The four columns that you can enable:

  • Bounce Rate, the percentage of site visits that are bounces, that is when a visitors sees only one page or carries out only one action on your site
  • Average Visit Duration
  • Average Pages/Visit
  • % New Visits, the estimated % of first-time visits

You’re done! You’ve successfully added the bounce rate and other Analytics columns to your AdWords reports.

This new data should help you significantly improve your Adwords campaign, by fixing your landing pages and overall website experience, relative to your PPC traffic.


andreas  •  January 28, 2013  •  Marketing


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