The great selling proposition of Google Analytics is the capability to know everything about a Visit / Visitor on your website, especially when the visit origin is from within the google domain. However with the introduction of ad formats like the Engagement or Flash Ads, it is not possible to track visitor site metrics in Google Analytics – even when the visitor is from within the Google network. How does one go about tracking Google Sponsored Promotion campaigns in Google Analytics?
The auto tagging concept breaks down with this ad format – we get to see the click metrics from AdWords but not the engagement metrics in Analytics. Thus we do not know the effectiveness of these campaigns – from engagement & conversion perspective. Here is a quick workaround to enable visitor tracking in Analytics – for Google Engagement campaigns.
Track Google Engagement & Google Sponsored Promotion (GSP) Campaign Website Visits – in Google Analytics
When your Google AdWords and Google Analytics accounts are linked, you get to see the Engagement Ad Campaign Impressions | Clicks data in Analytics, but still do not get traffic metrics like Visits, Pages / Visit, Conversions, etc.
Looking for a solution to track Visits, Engagement & Website Conversions from Engagement Ads (like Hover to Play Flash Ads)?
Note: The Free Clicks report in AdWords provides Ad Engagement metrics but not Website Visit metrics – so these need to be tracked via manual tagging the Engagement Ad Campaigns.
Here are the steps – simple and valuable!
1.Manually tag the Destination URL embedded in the Engagement Ad – using the URL Builder tool. The URL Builder tool and documentation is located here
2. Also in your Google Analytics Account do a Manual Over-Ride of Auto Tags (Admin –> Property Settings –> Advanced Settings ==> Check Box where it says “Allow manual tagging (UTM values) to override auto-tagging (GCLID values)” — Checking this box does not affect already Auto Tagged Campaigns in any way!
3. You should now be able to see Visits / Visitor engagement in Google Analytics and determine which Campaign / Ad Content helps higher engagement or Conversions.