The Funnel, as we know it, has changed. According to a study by Google, no two customer journeys are exactly alike.

To succeed with your digital marketing (especially with your Google Ads and other advertising strategies), you need a deep understanding of your own customers’ journey.

  • How do they get to know you? Or, how do they find you?
  • How many times do they come visiting — and what exactly do they do — before they finally make a purchase?
  • What specific patterns of behavior do they exhibit — including a myriad of touch points on various digital platforms and devices?
  • Do they come back after they make a purchase? If yes, do they purchase again?

To begin to understand your potential customers’ journey, you’d need to go beyond just checking your Google analytics for generic data. If you are using Google Ads for lead generation or for sales, you’ll need to integrate Google Analytics with Google Ads.

Note: If you thought that connecting Google Analytics to Google Ads was an obvious thing to do (and it is), you’ll be surprised just how many businesses (and even agencies) don’t bother with this.

Marketing Driven By Insights

When you integrate Google Ads with Google Analytics, what you get is a robust analytics system to help you with Insights-driven marketing.

You can understand how your ads are performing, which keywords (or ads, or both) lead to conversions. Then, you’ll know how to adjust your Google ads creative, bids, and make informed decisions that can help you do better with Google Ads.

The issue with all of us is that we think and act emotionally. We tend to use the color red on a CTA button because we like red and its flashy.

But that’s not how it’s done. With digital marketing, you have the gift of analytics. You have the gift of data-driven decision-making. Use it.

Optimize your Bids like a pro

You don’t just jump into your Google Ads interface and tweak your bids willy-nilly. You’d need a full set of data to make decisions about what exactly you need to do with your bids and ads.

By integrating your Google analytics account with Google Ads, you gain a clear understanding of what happens after a customer clicks an ad. For instance, you can determine what keywords are driving conversions. This set of data will then tell you exactly which keywords you’d need to increase bids for. Or, you’ll be able to figure out if mobile is driving more conversions than desktop (and then you can tweak your bids accordingly).

Customize and personalize your messages

Google Analytics Integration with Google Ads is a two-way street. While you can access all kinds of data about your Google Ad campaigns within your Google Analytics account, you can also share audiences (and the respective pertaining data) with Google Ads to create and deliver ads tailored to various groups of customers.

Practical use cases:

  • Create an audience of users (Custom audiences) who visit a particular URL (let’s say men’s category on your e-commerce store). Then create a campaign addressing “men” when you create ad campaigns.
  • Create audiences for those who abandon their shopping carts before they complete a transaction. Then, launch dedicated campaigns to bring those cart abandoners back to drive more conversions for your business.
  • Upload your existing list of email subscribers or customers to include, exclude, or create relevant audiences from these lists.

Use Google’s advanced Machine Learning

Google invests billions in its expansive data processing and data learning capabilities.

Equipped with machine learning and artificial intelligence, Google analytics is now equipped to provide various insights to help you understand your website visitors better.

You can practically ask questions like:

  • How did my website traffic fluctuate this month, compared to last month?
  • How long, on average, do users stay on my website?
  • How much time do mobile users spend on my website?
  • How many web pages does an average visitor visit on a single visit?

While that’s for Google Analytics, you can use this data to find a list of your most valuable visitors (or customers or subscribers) by using smart lists. You can then dynamically adjust your Google Ad campaigns to reach out to these customers.


Or you could use these lists to create retargeting audiences and launch dedicated retargeting campaigns.

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