Paid search analytics is easy to set up, but utilizing the resulting data can prove a little more difficult. Three case studies are used to show examples of how understanding analytics data can cause users to miss opportunities to improve the performance of a search account. In one case, paid search leads were found to be improperly attributed to organic traffic, resulting in optimizing campaigns. In the second case, the company was paying for clicks and conversions that did not turn into sales. In the final case, digging into analytics data resulted in finding search terms that indicated a large market need.
- There are benefits to comprehending paid search analytics for your business.
- A closer look into the analytic configurations can pinpoint issues that may not appear on the surface of an analytic report.
- Adjustments to traffic and conversions could lead to clicks that increase sales.
“Although they were technically “tracking conversions” in Google Analytics, they hadn’t kept a close eye on how GA was attributing those conversions and didn’t realize that a lot of paid search leads were being improperly attributed to organic traffic.”