Google Analytics data in Adwords?

There are rumblings in the industry about a Google beta currently underway testing the inclusion of Google Analytics data in Adwords accounts. At this stage Google appears to be keeping details on this to a minimum however some accounts are said to be showing bounce rate, pages per visit, average visit duration at campaign, adgroup and keyword levels.

There are rumblings in the industry about a Google beta currently underway testing the inclusion of Google Analytics data in Adwords accounts. At this stage Google appears to be keeping details on this to a minimum however some accounts are said to be showing bounce rate, pages per visit, average visit duration at campaign, adgroup and keyword levels.

From an intel perspective, this change isn't huge. All this data (and more) is readily available for your Adwords accounts within the Google Analytics (GA) interface. Accounts for which it may be more useful on this front are those manual analytics tagging (for whom adgroup data is not pulled into GA automatically). Time-wise, we can see the benefit however we'd still be inclined to check in on GA, to ensure the big picture is taken into consideration.