Google has announced that metrics from Google Analytics are now available within the Google AdWords advertising platform. Advertisers will have access to Analytics metrics such as Bounce Rate, Pages Per Visit and Average Visit Duration directly within the AdWords interface. These metrics are available at the Campaign, Ad Group, and even the keyword level for all available Analytics metrics.
The Analytics and AdWords accounts must be linked and have auto-tagging enabled. In addition, your Google Analytics account should already be importing cost data from your AdWords account and your Data Sharing Settings needs to be set to “Share my Google Analytics data with other Google products only.”
Once all of the criteria has been met, you can add Analytics columns in AdWords. To add the Analytics metric columns, go to Columns and select Customize Columns. Under the Google Analytics options, you will be prompted to add Bounce Rate, Pages Per Visit and/or Average Visit Duration.
The screenshot below outlines how to add Google Analytics metric columns.
Google has made it even easier for its advertisers to make better informed decisions and improve AdWords ROI by placing these Analytics metrics right where advertisers manage their campaigns.