Using Web Analytics for PPC


Although metrics like click-through rate and cost per conversion are vital figures for every PPC manager they however do not provide the whole picture. While they can get to know how many visitors clicked on an ad and came to the website they still remain in the dark about what those visitors did once they were there. Now you may think that there is still PPC conversion tracking methods like AdWords conversion tracking. But there’s a lot that still r

emains unknowable if all you’re using are these standard techniques. Web analytics, on the other hand, will give your PPC campaign optimization that added boost by providing extra information that your AdWords interface cannot.

By using Web Analytics for your PPC optimization you can gain much more detailed information regarding the quality of traffic your website is getting. Web Analytics can benefit
your PPC optimization where standard metrics and conversion tracking fail.


Web Analytics can provide you useful answers to additional questions like:

  • Why any given visitor converted?
  •  How many visits to the website did it take for that conversion to happen?
  • What pages did the visitor view other than the one they landed on?
  • Was this their first purchase or they’re an existing customer?

There are many Web Analytics programs out there. Even the most basic ones can perform the following metrics. Among them the most popular program continues to be Google Analytics.

An important and often misunderstood measure is the “Bounce Rate”. The bounce rate of a website measures the number of visitors that land on a website but leave (bounce back) without venturing into the site. In some cases like e-commerce websites, a higher bounce rate isn’t good as that means that very few people who come to your website go beyond the landing page. But what is often misunderstood is that in some cases a high bounce rate isn’t necessarily bad. If your landing page has a lead form then a high bounce rate would mean that people are filling that form and converting right there.

Next comes the “average time on site” metric. It is generally agreed that it takes at least five minutes to place an online order, so any time less than that and it probably means your visitors are not converting. Conversely, if you have a lead form, shorter times are better as it takes even lesser time to fill out a form and any longer than a couple of minutes means you probably need a new form.

Another metric measures the average “number of pages visited” on a website. For ecommerce websites an average of at least six pages, that includes the landing page and shopping cart pages, is optimum. On the other hand, for lead forms an average of 1-2 pages is ideal.

As can be ascertained from the above examples, web analytics data can be effectively applied for PPC campaign optimization but it is important to interpret the data correctly and in accordance with your specific campaign goals.

Andrea Walters, a freelance writer for MyTechHelp – a leader in providing support across various products brands and tech devices for individuals and small businesses in need of instant tech help tech support


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Crazywebs started with a simple goal- to help online businesses succeed by offering them great website designs. Thus, a team of 3 individuals set up an online shop to cater to struggling small businesses. Eventually, as the internet community grew, Crazywebs began branching out to offer online solutions such as SEO, PPC and social media marketing services.