Google just added two new reports to Google Analytics – AdWords Analysis report and the AdWords Keyword Positions report. The new reports expand on previous GA reporting and provide automatic tracking of AdWords campaigns by importing the data directly to Google Analytics.
What do the new reports provide? Here’s what Google’s telling us…
AdWords Analysis report
The AdWords Analysis report displays the return on investment for every Campaign, Ad Group, and keyword in an AdWords account. The report is useful for advertisers as they monitor and optimize their Ad Groups and keywords. ROI is calculated using AdWords keyword costs and goal or e-commerce values specified by the advertiser within Analytics.
AdWords Keyword Positions report
For each keyword that an advertiser has purchased, the AdWords Keyword Positions report displays conversion information correlated by paid search result position. The report can be useful for advertisers in determining the value of keywords and their bid amounts in relation to their actual position on Google search results pages. It can be used in conjunction with the Position Preference feature within AdWords to actually optimize around ad position: the AdWords Keyword Positions report in Google Analytics shows which position works best for a keyword and then, with Position Preference in AdWords, that position can actually be selected as a target.
With Google also improving the wait time for requested GA invites (now just a few days), it looks as though Google’s looking to beef up its analytics arm. We’ll test out the reporting and let you know what we think.