Name: 關閉圖表。將成本數據引入谷歌分析 (Off the Charts: Getting Cost Data into Google Analytics)
Uploaded: 2021-01-14T05:52:30.000Z
Duration: 26 min 10 s
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I'm a developer advocate on the Google Analytics team.

I'd like to introduce you to a new series we have called "Off

the Charts." This series is about getting into the deep

features of Google Analytics, understanding how it works,

things you can do with it, and how to use the feature itself.

So today, I'd like actually talk to you about getting

started with cost data upload, and this is all about

So let's talk about what is cost data upload.

I'll kind of get into little bit more about what that means

and what cost data upload works, how it works and the

Then we'll go into the architectural overview, which

explains the deep details and also how you would actually go

about uploading data to Google Analytics.

And then finally, we'll talk a little bit about some

opportunities that are available from a developer

perspective and also from a business perspective.

So what is cost data upload, and what does

So this is all related to all the paid campaigns you may be

running out there, all the information that's related to

Whether it be ad costs, clicks, impressions, the name

of the campaign, all this itself relates to cost data.

It's what we refer to as cost data in Google Analytics.

So for example, if you are running a campaign, say with

Google AdWords, for example, you'll know this is pretty

You've got cost data, and if you link that to Google

Analytics, which is what you should be doing, you actually

get these reports within Google Analytics that

highlight, for your paid campaigns, how they're

And they give you a lot more information around how to

optimize certain key words, maybe landing page

Now, these things are important things, but to

really do this analysis, you need that cost data associated

with the campaigns that you're running in Google AdWords.

And this linking works really well today, and it takes care

And it gives you some powerful tools to take care of analysis

around campaigns and user interaction, and how campaigns

The thing is, though, for a lot of people, why we

encourage you to use Google AdWords, we love Google

There is other paid campaign services out there that people

obviously use, and that includes things like other

You might be running in a campaign on a social network.

You might be doing email marketing campaigns.

So all of these campaigns are running out there, and you're

getting users visiting your website or your property from

You're able to track what they're doing, the conversions

possibly that are taking place, goal completions.

And you're getting a good general sense of which paid

campaigns are driving traffic to your site.

So a report like this, that I'm showing here right now, is

kind of common that you're looking at, for my particular

campaigns, how are they performing and what kind of

traffic is coming to my site because these campaigns?

Now, you see that first row there, row number one, is a

And you'll notice while you have user interaction data

such as visits, and you have impressions and clicks cost

data, you don't get the same kind of visual in cost data

You don't get the same data for the other paid campaigns

So for example, we have an AdWords network campaign

And you'll see, we know people are coming to the site, but we

don't have the cost data within GA to do that analysis.

There's kind of two things missing around this then.

For the particular paid campaign itself, being able to

analyze that in terms of the ROI and the metrics you might

Click-through rate, cost per click, things like that, you

And then also, you don't really have the ability to

compare how these services are performing against each other.

Better conversions, or is Google AdWords driving better

So you're missing that kind of complete view, that complete

analysis, around your cost data across all your different

paid campaigns that you might be having for all online

But cost data kind of solves that problem.

When we launched this feature about a month ago, we had some

success stories right off the bat with a couple customers,

working with partners of ours to get something in place and