Google Analytics (GA) has become a major force in online analytics and campaign tracking. Partly because it’s free, and partly because it’s simple, it is extremely popular, providing rich data collection opportunities on visitor behavior, content analysis, campaign tracking, and other performance metrics pertaining to PPC campaigns. In turn, PPC advertising is attractive in part due to the ease of collecting and analyzing data. More data — specifically data at the keyword level — gives us more choices, which allows more opportunities to make campaigns work.
GA can provide more detailed analysis than AdWords and track multiple goals by keyword, along with numerous other data patterns at the website level. While good arguments exist to favor engine-side tracking systems for day-to-day management capabilities, everyone can benefit from tapping into GA data to learn more about a campaign’s performance and opportunities to increase ROI.