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Easy Way to Create AdWords Reports

Google AdWords report can show ROI, but it can also analyze the performance of ad campaigns. This helps search engine marketers to add or pause keywords, change bids, rotate in new ad copy, and do other stuff to optimize their accounts.


Therefore, if you’re using Google ads, it’s important to know all the available reporting options. They can help you analyze large amounts of data.

How to Create an AdWords Report?

You can always create your own AdWords report from scratch, but you can also use Google’s ready-made reports, also called predefined reports. You can use them as a basis for a new report where you can add or remove columns and edit them as you wish.

In fact, using an AdWords reporting tool is the easiest way to create a report that will save you valuable time.

Here are some of the most useful reports that are available in the Campaigns tab in your account. Use them to find the information you need to optimize your ad campaign, or as a basis for a new report.

Ad Reports

The ad report shows the performance of each ad across your account. You can use it to analyze and compare the performance of various ads, and identify effective messaging strategies. 

You can choose to run this report only for a specific type of ad, such as display ads, text ads, or image ads. When viewing your ad data, remember that it may be determined by the keywords which triggered the impressions rather than the ad itself.

Ad Group Reports

Use this report to look at the ad group performance data for as many campaigns as you want. Instead of managing your keywords at the keyword levels, try managing them at the group level if you have tightly themed ad groups. Even though you can adjust your keywords occasionally, it’s easier to optimize 100 ad groups instead of 10,000 keywords, isn’t it?

URL Reports

The URL report shows the performance of your destination URLs. It is especially useful if you’re using many URLs instead of one or few landing page URLs, as it can tell you which combinations of ads, keywords, and webpages are generating the highest ROI. 

For instance, the report can tell you if you’re selling more products by sending people to the sub-category pages, the category pages, or directly to the product pages.

Campaign Reports

This report reveals the performance of each of your campaigns. Usually, people need this report only for historical purposes. You can use it to track the progress of your account over months. 

Search Query Reports

This report shows performance data for search queries that triggered your ad and got clicks. You can use this information to make better decisions about which search terms with high potential to add as keywords. Also, the report can help you find out which queries are less relevant so that you can make them negative keywords. 

For example, if the term ice-cream records an impression, the actual query might have been curry and mint ice cream or fried ice cream. Your ad was triggered because ice cream appeared in the query string. Using a more general term usually results in more versions which can trigger it to show an ad. This report can help you find new keywords that trigger your ads, so you can add them.

Account Reports

This report reveals the performance of your entire AdWords account. You’ll only need this report when you want to compare your account’s performance across certain time periods.

Demographic Reports

Thanks to this Google AdWords report, you can better understand the demographic information (age, gender, etc.) about people who saw your ads on publisher sites in the Google Display Network.

Geographic Reports

Pull this report when you want to find out the performance of your ads in regions and countries that are sending traffic to your website. It allows you to see where your visitors are coming from thanks to the location included in their search queries and their IP addresses. 

Use this information to edit your campaign settings to target the areas which convert better. The geographic report can show which parts of the world or country are searching for your service or product. This, in turn, can tell you which areas may use more offline marketing efforts.

A Better Alternative?

There are many online tools you can use to get better visual Google AdWords reports. Whatagraph, for example, is one of the best tools that automatically generate clear and concise reports to measure the value of your ad campaign’s performance.

How to Create AdWords Report from Scratch?

There’s always the option to fully customize the information that shows in a report. Using the Report Editor tool, you can select which values, rows, and columns you want to be part of your report, as well as in what type of chart or table you want them to be presented. 

  • Log in to your AdWords account, click the reporting icon found in the upper right corner, and choose Reports. 
  • In the upper left corner, click the plus button and choose Table, Bar chart, Line chart, Scatter chart, or Pie chart. 
  • Drag and drop tiles in a blue highlighted area so that the canvas can show your data.
  • Use some of the following actions and queries (or their variations) to create your report: show me campaigns and clicks; clicks, impressions, and cost; clicks, impressions, and cost sort by cost; show me campaigns with more than 100 clicks, etc.
  • Refine the analysis in your report by changing the data range, rearranging tiles, or removing a metric or dimension from the report. 
  • Save the report to view it or edit it at any time.


Regular reporting can help you visualize your data and optimize your ad campaigns and your entire AdWords account.  This, in turn, will help you avoid wasting your ad budget and get a higher Return on Investment or ROI.

Published on Feb 07, 2020




Former data analyst and the head of Whatagraph blog team. A loving owner of two huskies, too.

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