Web Analytics for Paid Search

Chapter 10 of Paid Search Optimisation

Making use of web analytics tools to report on paid search data allows marketers to draw deep insights on usability and customer experience, and can aid attribution modelling. This chapter looks at the available tools and how to use them.

By Econsultancy

21 minute read

Web analytics can provide advertisers with deep insights that are critical for defining search strategies and allocating budgets efficiently. This chapter discusses the use of web analytics tools for measuring paid search activity. It covers:

Analytics tools: With a broad range of free and paid-for analytics tools available, what are some of the most widely used platforms and how do they connect with other marketing solutions?
Implementation: What are some of the key functions that web analytics tools can perform, and how can advertisers get the best use out of them?
Reporting: With a plethora of Google Analytics data and tools available, how can advertisers group and present data effectively in order to provide actionable insights?