Using Google Analytics data in your Christmas campaigns

To use the relevant data, first you need to create a new data feed out of Google Analytics. Thanks to new functionalities, available directly in PPC Bee, you can do so within minutes. In the app’s data feed menu, click the New data feed option and then Google Analytics. 

Next, PPC Bee will ask you to enter information from GA which will be used for generating a new feed.

1. Google Analytics days range

To define a time period of your choice, click the custom option. Set the number of days you believe reflects the period of time that should be taken into account when new campaigns are created. In our example, we entered 1500 days. This allows you to download data from December 2016 to the end of December 2020.  

PPC Bee doesn’t download data for a “fixed” period of time. These settings will add information from current campaigns on the sale of products for the ongoing season.

2. Filter

Thanks to the “filter” box, we can better specify what kind of data we want to download to fit our purposes. In our example, we chose the ga:month==12;ga:uniquePurchases>=10 filter for our campaigns.

To meet a campaign’s needs, you can also use such filters as a country, source, campaign, and others. Learn more about the filtering options in the video or in Google references.

3. Dimension

In our sample feed, we chose ga:produktSku as a dimension, reflecting product ID. This will later make it possible for us to pair off new and existing feeds.

4. Metrics

To generate desired products from GA, we chose the ga:uniquePurchases metric which determines the number of a product’s unique sales. It would no doubt be possible to also work with such metrics as ga:itemQuantity (quantity sold) or ga:itemRevenue (product revenue).

Owing to the Feed Merge function, you can now link your new feed, generated out of Google Analytics data, to your existing data feed. Under the tab’s Data feeds tab, select the original feed, go to the Linked data feeds tab, and by clicking New data feed link choose the corresponding Google Analytics feed. Find a detailed description in the video. 

To make sure the feeds are paired off without a hitch, make sure that productSku from Google Analytics matches the product_id in the current feed. Check that prefixes were removed from the productSku during the pairing process. When setting the link, choose a prefix for the title of the column which contains the supplemented data. In this case, we recommend you take into account that this process concerns specific seasonal data; otherwise, it might get mixed up with your standard GA data.

Data feeds supplemented with Google Analytics data can be effectively used for search or content campaigns, or for shopping campaigns. Thanks to data from previous Christmas seasons, you can divide products into individual categories or treat them differently from the bidding perspective.