In order to track your return on investment (ROI) from AdWords, you need to be able to see which keywords, ads and campaigns lead to conversions on your site. If you use Google Analytics, you can now import your Google Analytics Goals and Transactions into your AdWords account to use as conversion actions. This lets you track the ROI from your AdWords campaigns directly inside the AdWords interface. In the past, you needed to separately install AdWords Conversion Tracking to make use of this feature.

If you're new to Conversion Tracking, a "conversion" happens when a visitor to your site completes a desired action (such as making a purchase or requesting a quote). A conversion is very similar to the concept of a Goal or Transaction in Google Analytics, and is crucial to assessing the ROI from your online advertising spend.

One of the benefits of importing your Google Analytics Goals and Transactions into AdWords is that you can use them with the Conversion Optimizer, an AdWords CPA bidding tool that has been shown to help advertisers get more conversions from AdWords. Conversion Optimizer makes it a lot easier to manage your AdWords bidding and maximize results.

Here's how to get started importing your Google Analytics Goals and Transactions into AdWords:

Link your Accounts, Enable Sharing and Setup a Goal

First you need to link your Google Analytics and AdWords accounts and create at least one Google Analytics Goal or track at least on Google Analytics Transaction. You'll also need to enable data sharing in Google Analytics by completing the following steps.
  1. Sign in to your Google Analytics account.
  2. Click "Edit Account and Data Sharing Settings."
  3. Make sure you've selected at least the "With other Google products only" options under "Share my Google Analytics data."
  4. Click "Save Changes" to finish.
Import your Goals into AdWords
  1. Navigate to the "Conversion Tracking" page from within your AdWords account.
  2. Click "Link your Analytics goals and transactions" from the Conversion Tracking table.

  3. Select the Goals or Transactions you want from the list.
  4. Edit the action name so you can identify the goals in your AdWords reports.
  5. Select "Link" from the bottom of the table to finish.
That's it! Your imported Goals and Transactions will show up in your account, along with AdWords conversion metrics. You can use this data to see which ads, keywords and campaigns are bringing in the best ROI and then optimize your campaigns based on this information.

Posted by Emel Mutlu, Inside AdWords crew