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Google Ads Reporting - the Ultimate Guide

Google Ads reporting - something your client or an executive will expect you to do. Provide valuable insights and deliver data effectively to those in need with comprehensive, visual Google Ads reports.

Mindaugas Skurvydas

Whatagraph is a tool used to aggregate digital marketing data and present it in a visually appealing way. This works with a variety of popular digital marketing tools, one of which is Google Ads. It makes Google Ads reporting a breeze for every marketing prof out there.

For those of you who spend a considerable amount of time managing Google Ads, presenting performance data to clients or executives is not so easy.

Building a personalized report to communicate priorities effectively should be simple and time-efficient. 

We’ve prepared a walkthrough for you that simplifies your Google Ads reporting process. There is a pre-built report template included for you to use, if you wish – link is at the bottom. 

Let's go! 

What makes a great client report?

Keep in mind that a report isn’t valuable if it provides no insights. In other words, you need something that transforms plain data into information. 

  • A great client-report helps facilitate effective decision making – it improves collaboration and relays information well;
  • Reports need to guide your client’s attention to the most important metrics and activity;
  • Add context and clarity in case the person you’re reporting isn’t present during your day-to-day activity. 

So, where should you start when creating a Google Ads report for clients?

Begin with KPIs – avoid vanity metrics

Chances are, you probably have some specific KPIs that need to be tracked. Without KPIs, your efforts as a PPC specialist cannot be quantified. 

So let’s look at how your budgets are performing. Is the money spent bringing in customers and converting traffic? 

Google Ads reporting overview.

In the example above, we placed the essential metrics at the top of the report. It allows you to track your media spend against conversion and traffic targets. 

The top-left portion of the overview is goal tracking. Clearly illustrated goals and current standing is essential when disclosing your KPIs. Conversion rate is another KPI that needs to be within the top of the report. After all, PPC ads are all about driving conversions while maintaining a low CPA. 

In our example, we clearly disclosed the current conversion amount, conversion rate, and CPA metrics. Changes in those KPIs are clearly labeled – the change in the KPI since the last reporting period. 

Daily ad budget expenditures 

Some clients may also take an interest in daily ad expenditures. That’s perfectly normal and can give some additional insight as to what days convert better. 

Having a clear graph to illustrate ad spend over a specific period is also critical to any Google Ads PPC report. 

If you deliver these reports by email, having the ability to leave detailed comments explaining certain situations can prevent a lot of unnecessary phone calls from your clients.

We’ll use this conversion/cost as an example proving why you may need to add comments and provide context. 

Google Ads reporting is all about disclosing the changes in conversion rates across a period.

As you can see, conversions took a massive dip on November 21st, while expenditures rose sharply. With Whatagraph, you can simply click on the point in time and add a comment to better explain the particular situation as to why the conversions were much lower and expenditures rose.

Building proper reports with context and details is a great way of creating long-lasting relationships with your clients. 

Dive deeper into KPIs

So you have started your report with the essential KPIs – the big picture metrics.

As we go deeper into the report-creation process, let’s start including more granular data – the peculiarities. 

Of course, when managing Google Ads and creating reports that depict PPC search performance, clicks need to be analyzed. After all, clicks are what eat up your budget – presenting this data to your client is essential. 

When reporting results to your clients or executives, make sure you have all of the vital Google ads metrics easily accessible.

This data is placed in the middle of the report because the metrics need to be assessed in relation to the conversions. Conversions are the primary metric that any business tracks, and when necessary, you will compare them with clicks or other numbers. 

Also, these metrics allow your client to compare ad performance against an industry standard. It’s a great way to guarantee clients peace of mind when they see weekly, monthly or quarterly reports – this way, they can compare results against competitors’ numbers. 

Lost traffic – potentially lost revenue? 

As someone who’s managing PPC ads – Google Ads in particular – you’re constantly on the hunt for new keywords. This in turn, can lead to improved conversion rates but may require some additional testing and bigger budgets.

Disclosing lost traffic when Google Ads reporting can provide insights as to what amount of traffic is overlooked by your campaigns.

What better way to relay the need for a higher budget than to show the potential lost revenue? This, of course, can be done by disclosing the “lost traffic” metrics. 

With the help of these metrics, you can make a case that you need to test keywords, ad text, etc., that can help reach the untapped traffic. 

Ad rank is determined by your bids and ad relevance. To improve those factors, budgets may need to be increased – or perhaps, reallocated on different keywords.

Showcase specific campaigns

Not all campaigns are created equally – they all have their nuances and perform differently. In addition to the big-picture, aggregated data, it’s good to break down individual Google Ads campaigns’ performance within the report.

This data is not only relevant to you as a search PPC manager but can give valuable insights to your client. The client may wish to look deeper into what ad copy performs best, what landing pages are converting, why you’re arranging your expenditures in a certain way. 

Conversions are not only your problem. Having adequate design and content on the webpage is what helps convert. Campaign metrics can help the client allocate resources that improve conversion rates on the website level. 

Metrics that tell a story

Whether you’re reporting to your clients or firm executives, your report needs to tell a story. All of this rests on two things – data and visuals.

Data is used to showcase results and explain the reasoning for specific actions that you’ve taken. Most people – especially in marketing – aren’t too keen on making changes if the change is not supported by data; hard numbers. 

Visuals are there to help translate data into something that’s easier to digest. The simple reporting process you’ve come to dread is turned into extensive storytelling, engaging your clients and executives. 

What about internal reporting?

Client reporting has been covered, and we’ve dove deep into the reporting structure. What about internal reporting? Creating performance results for your executives or supervisors? 

What makes a great internal Google Ads report?

  • Being concise; covering KPIs that are relevant to you and your team;
  • Live reports that update daily, if not hourly;
  • Monitoring spending and budget pacing for specific time periods (monthly, quarterly);
  • Providing you with data comparisons to previous time periods.

Great tool with customization and premade templates is essential!

Insightful client-centric reports are there to tell the story of your progress via visuals and precise information.

Great internal reports help your team monitor the current situation and quickly find any shortcomings within your processes. 

You are welcome to try out our pre-built Google Ads report template for free. The report is already built for you, just connect your Google Ads account and your data will be extracted automatically. Enjoy!

Published on Jan 21, 2021

Mindaugas Skurvydas


Mindaugas Skurvydas

Mindaugas is the SEO copywriter at Whatagraph. He delivers top-notch content by consuming too much coffee and using a 10-year old laptop he is exceptionally attached to.

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