Analyzing AdWords Positions In Google Analytics

The Holy Grail for any self-respecting AdWords campaign manager must be confirmation that the ad positions they are targeting with their AdWords campaigns provide the best possible return on ad spend (RoAS). Having an answer (based on concrete data) when a client/boss/sales manager/curious business partner inevitably questions your carefully crafted position/bid strategy, is surely gold-dust to all online marketers.

That's why it always comes as a surprise when I come across Google Analytics users who aren't aware that this knowledge is at their fingertips. It may be because in the past, ad position reports were only available at keyword level and one had to check every keyword individually and interpret a qualitative view at the campaign level, a truly time-consuming process and resulting, ultimately in a ropey set of data. Now with a combination of custom reports, advanced segments and pivot tables, Google has blown the door open on this and a meaningful analysis at multiple levels is possible and, (gasp!) easy to do.

Below, the process and the path to ultimate AdWords enlightenment. On a less dramatic note, it should also serve as a good introduction to the Google Analytics custom reports feature for the uninitiated.

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