5 Google Analytics Reports Every PPC Marketer Needs to Know About

5 Google Analytics Reports Every PPC Marketer Needs to Know About
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It’s straightforward to have a  love/hate relationship with Google Analytics experiences.

On one hand, it presents each single of piece of data wanted at one’s fingertips.

On the opposite hand, it’s even simpler to go down a rabbit-hole when offered with an excessive amount of info.

As entrepreneurs, we solely have a lot time in a day.

We are tasked with shifting faster and making sooner choices.

When making strategic choices in PPC campaigns, these 5 experiences assist get me info sooner.

My favourite go-to Google Analytics experiences will assist:

  • Expand viewers concentrating on in PPC campaigns.
  • Expand PPC key phrase choice.
  • Create further changing Display Placement audiences.

1. Interest: In-Market Segments Report

With the current replace of Google’s match sorts, shut variations have taken over campaigns.

As a end result, focused key phrases are extra loosely managed.

Because of this, the significance has shifted to understanding the habits of our goal audiences.

This report in Google Analytics reveals precisely that.

To discover this Google Analytics report, navigate to: Audience > Interests > In-Market Segments.

Google Analytics In-Market Segments Report

This report reveals the kinds of In-Market segments (for Google Ads) of customers who’ve been in your web site and bought.

The key options of this report embody:

  • Segment by previous purchasers to perceive how these In-Market segments behave.
  • Sort by highest income or conversion price.
  • Layer these changing audiences into PPC campaigns.
  • Create new campaigns concentrating on these customers.

2. Site Search Report

This report is helpful for a lot of causes other than PPC.

By using this Google Analytics report, you may perceive how customers are looking to discover what they want on the web site.

By utilizing Site Search, it might assist inform key phrase technique or broaden key phrase listing based mostly on actual person habits.

You’d be stunned how massive of a niche there may be of how we really feel a person searches vs. how they really search.

The Site Search report also can assist the general branding group to perceive if there are gaps in merchandise provided.

For instance, say you will have a marriage invites web site that has a good product assortment for various themes.

When utilizing the Site Search report, there’s an inflow of searches for “rustic” – however not one of the web site designs have that rustic really feel!

This can inform product advertising and marketing that there’s a demand for any such product.

Now, you’re in your manner to increasing product assortment to meet a person’s wants.

A win-win for everybody!

To discover this report, navigate to: Behavior > Site Search > Search Terms

Google Analytics Site Search Report

three. Referrals Report

This report is extremely underrated.

The Referrals report reveals the highest web sites which have despatched site visitors to a web site and if a person ultimately purchases.

To discover this report, navigate to: Acquisition > All Traffic > Referrals

Google Analytics Referrals Report

By analyzing this report, you may get a greater understanding of how customers are discovering the model.

To take it one step additional:

  • Create a listing of prime referral web sites.
  • Create a “Placements” viewers for a Display marketing campaign in Google Ads.

This is an effective way to broaden PPC efforts responsibly as a result of the referral web sites which are recognized to have high quality site visitors to your web site.

four. Top Conversion Paths

As entrepreneurs, we frequently get requested how  “Top of Funnel” campaigns are doing.

Leadership desires to make certain the are being despatched effectively – and rightfully so.

This Google Analytics report helps analyze and perceive “Top of Funnel” habits.

Because YouTube and Display campaigns have completely different targets and goals than Search campaigns, having a holistic view of how lengthy it takes a person to ultimately make a purchase order after seeing one in every of these advertisements is useful.

With this report, I like to recommend the next:

  • Sort by “Source/Medium” path.
  • Add a secondary dimension of “Campaign Path”.
  • Filter by “CPC” and likewise “Campaign Name” particular to the YouTube or Display campaigns in query.

To discover this report, navigate to: Conversions > Multi-Channel Funnels > Top Conversion Paths

Google Analytics Top Conversion Paths Report

In the instance above, we discovered that our YouTube campaigns had been producing not solely assisted conversions, however direct transactions as properly.

By offering clear proof, we had been in a position to help the ask for extra in Upper Funnel techniques.

Another win-win for all events concerned!

5. Geo-Location Report

This one could also be a no brainer, however surprisingly an neglected report that may assist your PPC efficiency.

Oftentimes, as soon as a goal location is about, we let it sit.

Location efficiency is a straightforward setting to overlook.

If campaigns are performing properly, what’s the purpose of fixing something, proper?


The Locations report will present prime customers by metropolis, but additionally income and conversion price.

This is a vital step in optimizing and sustaining efficiency in PPC campaigns.

What I sometimes search for is the ratio of customers by space vs. the quantity of income and conversion price in that very same space.

If there’s a massive inflow of customers in a state however low income, do I would like to proceed to spend cash in a spot that’s not changing?

Of course not!

Consider bidding down on these areas or probably exclude them altogether.

To discover this report, navigate to: Audience > Geo > Location

Google Analytics Location Report

In the instance above, I see that New York has the very best quantity of periods, in addition to highest quantity of general income and excessive conversion price.

This signifies that I ought to, at minimal, take a look at growing bids in that space due to historic excessive efficiency.

I’ll determine to take a look at growing bids within the prime 10 areas that convert general.

Use this report as a information to cross-reference the place your PPC campaigns are exhibiting to customers and if there are gaps in efficiency.

Simple optimizations similar to location bid changes could make vital impacts over time in PPC efficiency.


Do I take a look at these experiences day by day or each week?

Honestly, no.

The Google Ads platform has constructed out its personal further strong reporting options and once I’m making day by day and weekly optimizations, I’ve quite a lot of helpful info at my fingertips there.

By using these 5 Google Analytics experiences on a month-to-month or quarterly foundation, efficiency may be checked out from a holistic view.

It’s all the time essential to take a step again from the “day to day” optimizations in Google Ads to have a greater understanding of how PPC matches into general channel efficiency.

By reviewing different experiences not essentially made for PPC, you’ll have the upper-hand in making strategic enhancements that may supercharge your marketing campaign efficiency.

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Featured Image: Pexels
Screenshots taken by creator, February 2020

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