Google Analytics is a powerful tool that advertisers can use when refining and optimizing their display campaigns. Google Analytics enables advertisers to view more detailed information about the performance of their campaign than is available through AdWords Conversion Tracking. Analytics also allows advertisers to see performance data about referring sites and pages on their site that are not part of their campaign.
By viewing AdWords campaign data within the Google Analytics user interface, advertisers can see whether visitors explored your site, how long they stayed on the site, and your conversion metrics and funnels. This deep insight into how users are interacting with your site, enables you to adjust bids based on the quality of the visits.
Google Analytics can also be used to identify new and better performing sites to include in your display campaigns. You can see which sites referred visitors with the most time spent on site. If your find that a particular site is already a part of your display campaign, use this information to bid up or down, based on the quality of the traffic. If the site is not part of your campaign, consider adding it.
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