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Using Google Analytics data in your Christmas campaigns

Google Analytics outputs from previous Christmas periods are a great tool which helps you improve campaign optimization for the upcoming Christmas season. But how should you correctly pair such information with the data you’re currently using? Would you like to save time on manually creating campaigns for top products or increasing bidding in campaigns you’ve already launched? Let PPC Bee help you!
By
Marie Majerová
| Nov 24, 2020
Creating a new data feed

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. 


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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.

  • The ga:month dimension establishes a preference for working with December data only. Due to the previous time limit, the year doesn’t need to be specified;
  • The ga:uniquePurchases metric selects the minimum number of unique sales a product has over a chosen time period.

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).

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Including GA data into an existing feed

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. 


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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.

Using data in your campaigns
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. 


Marie Majerová
Editor of PPC Bee
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