Knowledge Base/Campaign/Google Analytics

Google Analytics: AdWords Metrics

Nate Baker
posted this on March 15, 2012 11:11 AM


Google Analytics: AdWords Metrics (via Google Analytics API)

Campaign> Google Analytics > Google AdWords

In Campaign > Google Analytics > AdWords you can view AdWords metrics that are shared to your Google Analytics account for a specific date range. You can also filter down to specific Campaigns or Ad Groups.


Graph Metrics

The following metrics appear directly under the graph. There is not a way to customize which metrics appear.

Visits: The number of individual sessions initiated by all the visitors to your site for the given date range.

Impressions: Each time someone searches on Google or the Google Network and your AdWords ad displays, it is counted as one "impression."

Clicks: A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.

Costs: Your advertising costs are the charges you accrue through the AdWords program for a given date range.

CTR: Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance.

CPC: The Actual cost-per-click (CPC) is the amount you'll actually pay for a click on your ad — no more than the maximum bid you specify for your ad group, keyword or placement.

CPM: Cost-per-thousand impressions (CPM) is a pricing model means advertisers pay for impressions received.

RPC: RPC or revenue-per-click is the average revenue (from ecommerce sales and/or goal value) you received for each click on one of your search ads.

ROAS: Return on Ad Spend (ROAS) is also known as your Return On Investment (ROI). Your ROAS / ROI can be calculated as revenue from sales, minus advertising costs, all divided by the cost of advertising.

Navigating AdWords Metrics (via Google Analytics API)

Filter the Graph View

You can filter the graph view ad clicks, visits, impressions, cost, CPC, CPM and RPC. Simply click on the legend to remove or add any of these metrics to the graph. By default the graph will display a graphic line for all of them  


In addition Raven events can be displayed or removed from the graph, if there are any for the requested date range. Select All Events, No Events or any specific event you would like to view from the Event drop-down menu.



Filter to a Date Range


The Date Range has the following options:

  • This Week (Sunday - Today)
  • This Week (Monday - Today)
  • Last 7 Days
  • Last Week (Sunday - Saturday)
  • Last Week (Monday - Sunday)
  • Last Business Week (Monday - Friday)
  • Last 14 Days
  • This Month
  • Last 30 Days
  • Last Month
  • Custom Date

Filter to Campaign or Ad Group

Click on a Campaign in the Campaign column to filter data to a specific Campaign. Once you're in a Campaign, you can additionally filter to Ad Group by clicking an Ad Group.


The following columns appear in the table below the AdWord graph. There is not a way to change which columns are included and there is not a way to sort the columns.

  • Visits
  • Impressions
  • Clicks
  • Cost
  • CTR
  • Avg. CPC
  • Goal Conv.
  • Total Value

Reporting on AdWords Data

From the Tool Options button select Create PDF Report.


Or select Save to PDF from the table options icon drop-down menu. 


For a CSV report, also click the table option icon and select Save to CSV.

Setup Metrics > Google Analytics > AdWords

(via Google Analytics API)

To see data in Campaign > Google Analytics > AdWords, you need to authorize the correct Google Analytics account. Keep in mind, this Google Analytics account must be tied to a corresponding AdWords account. This is done outside of Raven. Below are the complete steps:

  1. Outside of Raven link your Google Analytics account to the corresponding AdWords account if it's not already.
  2. Enable the AdWords Apply cost Sources option if it is not already checked in your AdWords account. Navigate to this option by clicking the AdWords settings gear icon, and then select Profile Settings. You will need appropriate account access to make this change.

  3. Go to Campaign > Google Analytics > AdWords.
  4. Select a Google Account. If you already have Google Analytics tokens set up in Raven you can select one and then select the correct Google Profile and jump to step 6. If the correct Google Account is not present in this list, click New Account to set up a new Google Analytics account.
  5. Grant Raven access to the associated Google Account. Make sure you are logged into the Google account that has access to the Google Analytics account you'd like to associate with the current Website. If so, click Accept.

  6. Make sure Destination URL Auto-tagging is enabled in Google AdWords. After making this change, it can take up to two hours for Raven to receive the new data. Having this feature disabled will cause missing data in Raven Metrics.
  7. In Campaign > Google Analytics click the Tool Options icon and select Customize Settings. Make sure the box next to AdWords is selected.

  8. Go to Campaign > Google Analytics > Adwords to see your AdWords metrics via the Google Analytics API.

Please email if these steps don't allow you to pull in AdWords data being shared to a Google Analytics account.

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