Data Import is a feature that supports combining the data generated by your offline data (external sources) with Google Analytics. Ideally, you’ll be able to use Analytics to organize and analyze all of your data to help find meaningful and actionable insights.
This is the fourth and last post in the series ‘Data Import.’ In this post we will talk about Cost Data Import. In the 1st post we discussed Content Data Import. 2nd post was about Product Data Import and 3rd about User Data Import.
What Problems Does It Solve?
Cost data import allows you to upload costs for any of your marketing efforts so that you can get a proper picture of all your online advertising and marketing. If you rely on Google Analytics for analysis of your website data then you should take advantage of this feature. Google made it possible to help you to get the ROI of all paid campaigns like email, search engines, display, and many more.
How Does Data Setting work?
To use Cost Data import feature, you join uploaded data generated by campaigns (note: AdWords cost is integrated), such as display advertising, email campaigns, and social media advertising. Google Analytics then combines this cost data with conversion rate, revenue and transaction data to calculate metrics like ROI, Return on Ad Spend and Revenue per Click for each campaign, keywords, search engine etc. This lets you compare performance data across all your advertising and marketing initiatives.
Below is the step-by-step guide for cost data import:
1) Tag your campaigns
The key thing to note is that we can only add cost data to a custom or external campaign that has already tagged with UTM parameters to all destination URLs. This will help you to join cost data from those external sources with visits or session data in Google Analytics. An example of a UTM tagged URL:
2) Create Data Set
The Data Set is the container that will hold all of your imported data. Now that we have our custom campaigns in place, it’s time to create the data set.
Navigate to the Admin area of GA. Under Property, look down toward the bottom and click ‘Data Import.’
- Create a new data set: click on +New DATA SET
- Choose the Data Set type; we are importing cost data so we will choose Cost Data. Then click next.
- Name Data Set
- In the next step, you need to define the Data Set schema.
- Key: This is just the key that exists in GA to join with the uploaded data. By default, key is set to source and medium; these are mandatory
- Column: Option to choose at least one of the metrics. Select ‘cost’ because we are importing cost data. You also have an option to choose any additional columns you would like.
- Import Behavior: You will notice the option to either overwrite or sum the data. We will select overwrite, but if you would like to add additional data to specific days, you may select the summation option.
- Click Save. Now you will see two buttons: 1) Get Schema and 2) Get Custom Data.
- Click on the Get Schema Button.
- You will see two options: CSV header or Excel Template. We will use Excel template, which is readily available for download.
- Fill in the details in the template and save it in a CSV format after you’ve added your data. Note date formatting has to be in format YYYYMMDD
- It’s time to upload the data into Google Analytics. You have two options to upload the cost data: 1) API or 2) Manual Upload. We will choose Manual Upload.
- Go back to the data set you created just now, i.e. Admin --> Data Import. Click Manage Upload.
- Then, click on the Upload file button, browse the CSV file you created just now, and upload it.
That’s all; finally you have uploaded cost data.
3) View data in Reports
The uploaded data may take up to 24 hours to be reflected in Google Analytics. The data can be viewed in Google Analytics, navigate to Acquisition > Campaign > Cost Analysis.
This report will display all source/medium, keywords and campaign data.