4.2 Connect Google Analytics with Other Tools - Analytics Academy on Skillshop

(bright upbeat music) You can connect your Google Analytics property to other tools to unlock additional features. In a previous lesson, we learned some of the benefits of connecting Google Analytics with Google Ads. Now let's look at some other tools you can connect to Google Analytics and the benefits of making these connections. First, let's take a look at Search Console linking. Google Search Console is a free service that helps you measure your site's organic traffic and performance in Google Search results and also identify and fix issues within your site. The Analytics integration with Search Console lets you analyze organic search performance related to your site within Google Analytics. For example, you can see where your site is ranked in search results, which search queries led to clicks, and how those clicks translate to user behavior, like which landing pages are more engaging and how many users go on to make a purchase. To create a link, you need to have the editor role on the Google Analytics property and be a verified owner of the Search Console property. Note that a Google Analytics property can have only one data stream linked to one Search Console property. In analytics, go to Admin. Under Product links, you'll find Search Console links. Click into this section, then click on the Link button above the table. On the next screen in the row that says Link to Search Console properties I manage, click Choose accounts. This will bring up any Search Console property where you are the verified site owner. Choose the property you want to link to Analytics, and then click Confirm, then click Next. Now you'll choose the web data stream for your site. Click Next, then review and submit your configuration settings. Once Analytics and Search Console are linked, the Search Console collection of reports will become available in the library. Navigate to Reports, then Library in the left navigation. Under Collections, you'll see the Search Console card. Click on the three dots on the card and choose Publish. In the left navigation, you should now see a section for Search Console that contains several prebuilt reports that give you insight into organic search performance. The Google organic search queries report displays search queries and associated Search Console metrics for the linked Search Console property. The Google organic search traffic report displays landing pages with associated Search Console and Analytics metrics. Now that we've seen how to connect Analytics with Search Console for better insight into organic search performance, let's look at a couple tools we can connect with Analytics to better understand and enrich marketing and advertising data. Display & Video 360, or DV360, is a tool used to manage Display & Video ad campaigns. Once linked, you can see user, session, and conversion metrics and analytics in the context of DV360 dimensions, like source, medium, campaign, and default channel group. To set this up, you'll need to have at least an editor role in Google Analytics and admin role in DV360. If you only have an editor role in Google Analytics, you can start the process and a request will be sent to the DV360 admin. They can then complete the process. Once the link is complete with those settings enabled, you'll get these three notable benefits. First, Analytics will automatically export audiences and conversions to Display & Video 360. Second, your Display & Video 360 advertiser will appear as a traffic source in your Google Analytics channel reports, and third, Display & Video 360 campaign and cost data is imported into Analytics. Next, let's take a look at connecting Analytics with Search Ads 360, or SA360. SA360 is a tool used to manage Search Ads campaigns. Just like DV360, you'll need to have the editor role for the Analytics property and the admin role for the sub manager SA360 account in order to complete the linking process. Linking SA360 and Google Analytics unifies your search advertising data for streamlined reporting, and also has the benefits of letting you use exported Google Analytics audiences and conversions in your SA360 campaigns, access SA360 campaign and cost data in Google Analytics for improved reporting and future campaign optimization, and view Google Analytics app and site engagement metrics in SA360 reports. To link Analytics to DV360 or SA360

navigate to Admin in your Analytics property. Click Product links to show all the options, and you'll see both Display & Video 360 and Search Ads 360, as well as other products you can link to Analytics. You can click through each and be guided through the steps to connect the product to Analytics. Connecting Google Analytics with DV360 and SA360 enables a unified view of marketing performance. It enhances data-driven decisions by integrating website analytics with display and search advertising, optimizing campaigns for better targeting, efficiency, and ROI. (bright upbeat music)