Identifying AdWords Tracking Issues with Calculated Metrics in Google Analytics

Calculated Metric: Clicks vs. Sessions

Calculated metrics are a great addition to Google Analytics (GA), enabling web analysts and marketing professionals to perform basic, yet very powerful, calculations directly in the GA interface.

One calculated metric I have found very useful is (AdWords) clicks vs. (AdWords) sessions. Given the tight integration between AdWords and GA (when using auto-tagging), one can generally expect there to be a very stable relationship between clicks and sessions. If this is not the case, there is a good chance there are issues with either your landing page URLs or website. By using the clicks vs. sessions calculated metric you can identify, at the campaign, ad group & keyword level, which links/landing pages are causing issues.

As an example (above image), a client we recently worked with made a new release of their website. After the release, all campaign parameters were being dropped due to some back-end routing logic, an issue we were able to identify immediately thanks to the clicks vs. sessions metric.


How to Implement the Clicks vs Sessions Calculated Metric

Implementing the clicks vs. sessions metric is very straightforward. Below is a screenshot of the settings I use. Enjoy!


About the author

Lars C. L. Larsen is an Online Marketing Specialist & Partner at AdNudging.com. You can connect with him on LinkedIn.