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Wednesday, January 20 2016
Use Smart Goals, Powered By Google Analytics, To  Optimize In Adwords

A key metric for almost any business is conversions.

Many AdWords advertisers are already measuring their website conversions, using either AdWords Conversion Tracking or imported Google Analytics Ecommerce transactions.  Measuring actual conversions is ideal, because it allows you to optimize your bids, your ads and your website with a clear goal in mind.

However, hundreds of thousands of small and medium businesses aren't measuring their website conversions today. Some businesses may not have a way for users to convert on their website and others may not have the time or the technical ability to implement conversion tracking.

The Google Analytics team is committed to helping such users use their data to drive better marketing and advertising performance.  So, for businesses that don’t measure conversions in AdWords today, Google has created an easy-to-use solution: Smart Goals. Smart Goals help you identify the highest-quality visits to your website and optimize for those visits in AdWords.

Activate Smart Goals in Google Analytics
To activate Smart Goals in Google Analytics, simply go to the Admin section of your Google Analytics account, click Goals (under the View heading) and select Smart Goals.  The highest-quality visits to your website will now be turned into Smart Goals automatically.  No additional tagging or customization is required.

Import Smart Goals into AdWords
Like any other goal in Google Analytics, Smart Goals can be imported into AdWords to be used as an AdWords conversion. Once you’ve defined a conversion in AdWords, you’re able to optimize for

Optimizing for Smart Goals in AdWords
One of the benefits of measuring conversions in your AdWords account is the ability to set a target cost per acquisition (CPA) as opposed to just setting a cost per click (CPC).  If you aren’t measuring actual conversions today, importing Smart Goals as conversions in AdWords allows you to set a target CPA.  In this way, you’re able to optimize your AdWords spend based on the likelihood of conversion as determined by the model.

Smart Goals will be rolling out over the next few weeks. To be eligible for Smart Goals, your Google Analytics property must be linked to your AdWords account. Note that your Google Analytics view must receive at least 1,000 clicks from AdWords over a 30-day period to ensure the validity of your data.

Posted by: Andrea Shepherd AT 10:48 am   |  Permalink   |  Email