The problem: the match type of your Adwords keywords is not tracked by default by Adwords or Google Analytics. Let's you bid on red shoes (broad, phrase and exact match) and someone comes to your website after searching for Vancouver red shoes. The Adwords (or Google Analytics) reports will only display clicks coming from red shoes, without the match type information you need. Was it broad or phrase match that triggered your ads?



The solution: A nice combo of Google Analytics Filters and Advanced Segmentation:

There are three main steps to do it:

1. Tag the destination URLs of your Adwords keywords

2. In Google Analytics, create a separate profile to extract and replace the exact keywords searched by Googlers

3. Create advanced segments for broad, phrase and exact match

1. Tag the URL is your Adwords account

Because Google Adwords doesn't automatically tag the destination URLs of your keywords with parameters meant to track the keyword match type, you'll have to do it by yourself. This is relative simple (if you have a small number of keywords). Notice that each keyword should now have a destination URL. The easiest way to tag the keyword URLs it to copy them from your Adwords Editor and paste them in Excel. Then add the tracking parameter at the end of your website URL and upload them back to Adwords.

We are using the kmt parameter to track the match type of our PPC ads.

2. You will need to create a separate profile and apply a couple of filters to extract the exact searched keywords.

3. Create advanced segments for each match types:

To see the results, select the profile you created for this combo, go to the Keywords Report and then apply the advanced segmentation for the matching type you like to analyze.