If you work with Google Ads campaigns, it’s likely you’re also working with Bing Ads. Probably Google Analytics too.
Linking your Google Ads and Analytics accounts gives you the benefit of seeing your Google Ads cost data automatically imported into Google Analytics. This makes Google Ads performance analysis extremely easy.
You’ll see the results from your non-Google campaigns in Google Analytics too. You won’t automatically see the cost though. This can make analysis of non-Google CPC campaigns a little more time consuming.
Uploading your non-Google campaign cost data to GA solves the problem. It gives your wider team a transparent view into every CPC campaign’s performance too. Win-win.
The following example will show you how to import Bing Ads cost data. You can use the same process for any other marketing channel too.
Here’s how you do it…
1. Go to the admin section in Google Analytics. Select “Data Import”, then click “Create”.
2. Select a data type. We’re going to use the “Cost data” option. Select this and then “Continue”.
3. Give the data set a name. “Bing Ads Cost Import” is a good example. Select the analytics views that you want to upload the data to. “Continue”.
4. Go through the schema. Select the data column headings that you’d like to use. Cost is essential. Impressions, Clicks and Campaign are highly recommended. You can add ad content or keyword too if you like to drill down further into your campaign performance. There are some other options too… you get the idea.
5. Choose “Summation” or “Overwrite”. “Summation” is the default and will add any duplicated rows together. This can cause issues if you accidentally upload the same data twice.
“Overwrite” will replace any old lines of data with the new data if you happen to upload duplicates. If using Summation be very careful not to upload data sets with overlapping date ranges.
7. Now the data import has been configured, go to “Manage Uploads” and “Upload file”.
8. Now we need to create the report in Bing Ads. Switch over to your Bing Ads account and go to the reports section.
9. Create a report template – choose report type “Campaign”, unit of time “Day” – and choose your date range. Save as a custom report so you can use it again. Download the report.
10. Now we need to make sure the Bing Ads report column headings match the schema in Google Analytics. Our column headings for this data import need to be:
Add columns for source and medium. Source = Bing, Medium = cpc. Copy this information down for all rows. Edit the column headings to match the GA schema. Any deviation will result in a failed upload.
You will also need to delete the header and footer rows. Only the column headings and the data are needed.
11. The date format also needs to be edited in your spreadsheet. Bing reports use a dd/mm/yyyy date format. Our format for Google Analytics needs to be yyyymmdd.
To fix this select the ga:date column, then right click, then select “format cells”. Under “Number” go to “Custom. In the “type” field enter yyyymmdd.
12. Save the spreadsheet as a .csv file.
13. Return to GA and select the file to upload.
14. Upload takes a few seconds. Check the status column when complete. If “Failed”, GA will tell you where the error is. Correct the error, re-save and try again.
15. Pat yourself on the back if you succeed first time. You have meticulous attention to detail.
Give Google Analytics a few more minutes to process the data for your reports.
Now you can see your Google Ads and Bing Ads return on ad spend side by side. Achievement unlocked!