Advanced filters are very helpful in exctracting data from the avaiable fields by using the Regular Expression. Advance filter takes up two fields which are Field A and Field B, to construct the output field. In order to use the advanced filter you should have knowledge of Regular expression. If you don't know you can read the Lunametics Regular Expression guide to get an idea about Regex.
In Google Analytics we see the keywords data as total, paid and non paid which is total, cpc and non cpc traffic. If someone arrive to your website through cpc or PPC(pay per click), Google Analytics show the keywords which are matched in your Ad Group in not the actual search query visitor typed in search engine.
For example, if someone search for 'cheap school shoes' and you are using 'school shoes' as broad match in your ad group, then GA will show 'school shoes' as keyword in GA not 'cheap school shoe'.
In order to create advanced filter, first you need to create a duplicate profile in Google Analytics and for this
- Go to the Account Home
- Select the website for which you want to create filter
- Click on the setting tab (small wheel tab on top of right hand side), if you are using the new version of GA.
- Click on new profile on top of right hand side, which will look like this:
Give a name to your profile and then click on create profile. Now click on Filters tab then click on New Filter and then select the create new filter for profile and after this choose the custom filter and fill the fields as shown in image. You can give Filter name as per your convenience.
In field A-> ExtractA select Referral and use this regular expression (/?|&) (q|P|search|kw)=([^&]*). After this create other filter which will look like this
Now save changes, that's it, you created filter for actual keywords search. Make sure your filter are in order i.e. filter 1 should be above the filter 2, otherwise it will not work properly. You can check this by clicking on the Filters tab.
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