Why upload Non-Google ad data into Google Analytics?
Importing click and cost data into Google Analytics allows you to monitor performance across all your marketing channels in one place.
With all your data in Google Analytics, you can see how different marketing channels work together to drive growth for your business.
By using Google Analytics, you can create a better attribution model to evaluate your marketing performance and address issues like brand and retargeting campaigns taking more credit than they deserve.
It also solves duplicate conversion issues where multiple channels take credit for the same conversion. For example, if a user clicks on your ad through Google Ads and then sees your Facebook Ad before converting, each ad platform will attribute a conversion. Having all your data in one place allows you to see the complete customer journey and credit each marketing channel accordingly.
What will you need?
- A Google Analytics account with edit privileges on a property level.
- A Facebook Ads account and/or a Microsoft Ads account with campaign data.
- An Attriva account. Open one for free.
How does the integration work?
Every 24 hours, the advertising data from the Non-Google ad platform is uploaded to your Google Analytics account. Advertising cost, impression and click metrics are imported along with campaign UTM information. This data then gets joined with the rest of your Google Analytics data.
Just 4 Easy Steps to Get Started
1. Tag your campaign destination URLs with UTM tags
By tagging the destination URLs of your campaigns you can pass detailed information about your campaigns to Google Analytics.
Without UTM tags, the information that Google Analytics receives is limited to the source of the user (e.g Facebook, Microsoft Ads). In other words, you won’t be able to distinguish between organic and paid activity from those channels.
Here are some useful links to setup your UTM tags
- How to add UTM tags for Facebook Ads
- How to add UTM tags Microsoft Ads
- How to add UTM tags Capterra
- If you are creating your UTM tags manually, Use this free Google Sheet to keep track of UTM tags you create.
2. Create Your Cost Data Set in Google Analytics
- Sign in to Google Analytics.
- Click on the settings icon at the left corner to go to Admin, and navigate to the property to which you want to upload data.
- In the PROPERTY column, click Data Import to display the Data Sets table.
- Click the '+New Data Set button'.
- Select the Data Set type > Summary Data Import > Cost data.
- Name the Data Set.
- Select the Google Analytics views to associate with this Data Set.
- Define the Data Set schema to include these dimensions and metrics: Cost, Clicks, Impressions & Medium, Source, Campaign, Keyword, Ad Content.
- Click 'Save'.
Select Cost data for data set type
Select the Google Analytics Views that you want to associate your cost data with
3. Automate the Non-Google ad data upload with Google Analytics
Google Analytics doesn’t have automatic integrations with Non-Google Ad platforms. So the next step is to upload the advertising cost data from the Non-Google ad platforms to Google Analytics. We are going to use Attriva to automate the upload.
- Go to Attriva.com and create an account. (It’s free to create an account and setup integrations during public beta).
- Follow the on-screen instructions to create a new integration.
Learn more about Attriva’s features here.