How to Track Google AdWords Broad Match Keywords in Google Analytics

If you do a lot of work with Google AdWords and Google Analytics, you’ve probably already realized that Analytics does not accurately report traffic data for broad match keywords from AdWords. For example, let’s say I run a website that sells guitars and I bid on the following broad match keywords:

buy guitar
guitar for sale

I run the AdWords campaign for 30 days and get 1000 total clicks for those keywords. Google Analytics will show 1000 clicks for only those four keywords. However, since they are broad match keywords, the AdWords campaign likely generated clicks for other “similar” keyword phrases such as:

guitar picks
guitar tuning in richmond, va
free guitar lessons in arkport, new york

Google Analytics will only report traffic coming from the 4 broad match keywords that we bid on in the AdWords campaign.  So if we only sell guitars and don’t offer guitar lessons or guitar picks, we are wasting money on those clicks. There are several ways to get this data, such as by adding custom filters. However, those solutions only work if the traffic is being tracked as AdWords traffic. In some cases, the AdWords traffic will be counted as Organic traffic in Analytics and another solution must be used. You’re in luck because I will write about that in my next post. 🙂


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