Google Analytics – Marketer View – CPC Program Analysis

The CPC Program Analysis report analyzes any and all Cost Per Click (CPC) programs that are connected to Analytics. For most, this will be Adwords. However, other CPC programs can be connected to Analytics. If no CPC program is associated with Analytics than this report will not how any data.

This report shows similar data as on an Adwords report. # of impressions of the ad, # of clicks on the ad, cost of the ad, Click Thru Rate (CTR) of the ad, and Cost per Click of the ad. The report adds a few other columns: Transactions, Revenue, Revenue per Click and Return on Investment.

For these four columns to display any data, the website needs to set as an E-Commerce website. To do this, enter Profile Settings and set E-Commerce Website to Yes. How do you know if a website can be considered an E-Commerce website? Given assumptions in the setting up ecommerce tracking within GA, an E-Commerce website is any website which sells a product for which a receipt is given. If a website meets this definition then set it as an Ecommerce website. Other items need to be set up as well in order for GA to do a complete tracking of Ecommerce activities. Various code needs to be placed on the receipt page, etc. For a more complete explanation of setting up E-Commerce tracking within GA, see GA’s help page.

Once all that is set, the CPC Analyis report will be of incredible value. Essentially it tracks how much is spent on certain keywords/ads to bring users to a site and whether those keywords/ads were effective in leading customers to a product purchase. Of course, ROI needs to be in the positive for marketing efforts to be considered effective.

If a website is not an Ecommerce website, then this report merely acts as a slightly better formatted report for Adwords.