New metric now available in AdWords reports in GA: Return on Ad Spend (ROAS)
We're constantly exploring ways to make the metrics in Google Analytics more useful for your business. That's why we're introducing a new metric called Return on Ad Spend (or ROAS) to the AdWords reports in GA. The metric ROAS shows you how much revenue you bring in for each dollar spent with AdWords. For example: if you earn $7 for each $1 you spend on AdWords, your ROAS would be 700%.
ROAS is a powerful metric to optimize to, because it takes actual revenue into account; not just the number of conversions. In AdWords, you can even select a bid strategy to help you optimize to revenue: Target ROAS.
The new metric ROAS will replace the existing metrics Return on Investment (or ROI) and Margin in the AdWords reports in GA. You’ll find the AdWords reports in GA in the Acquisition section: Acquisition > AdWords; and then select “Clicks” on the Explorer tab to see the new ROAS metric. Note that you need to have Ecommerce enabled to see revenue data in GA.
More generally, the AdWords reports in GA can help you understand what happened after users clicked on your AdWords ad. Which pages did they visit? How much time did they spend on your site? Were they new or returning visitors? You can then use this information to optimize your AdWords campaigns.
Learn more about the AdWords reports in GA in our Help Center at: http://goo.gl/Vo4hD6