Free Google Ads Report Template

The metrics you include in your Google Ads report should reflect your campaign goals, whether that’s driving traffic, generating leads, or increasing ROAS. 

Below is a breakdown of the most important performance metrics to track, along with what each one tells you and why it matters to your clients or team.

1. Core Performance Metrics

Impressions: The number of times your ad was shown. This gives you a baseline for ad visibility and potential reach.

Clicks: The total number of clicks on your ad. Helps you measure how well your ads are capturing user interest.

Click-Through Rate (CTR): The percentage of impressions that resulted in clicks (Clicks ÷ Impressions). A high CTR indicates your ad copy and targeting are resonating with your audience.

Average Cost Per Click (CPC): How much you’re paying on average for each click. This helps you monitor efficiency and control ad spend.

Cost Per 1,000 Impressions (CPM): The amount you pay for every 1,000 impressions your ad receives. CPM is especially useful for brand awareness campaigns where visibility is more important than direct clicks or conversions.

2. Conversion & Revenue Metrics

Conversions: The number of desired actions taken after a user clicks an ad—such as form submissions, purchases, or signups. It’s a key indicator of campaign success.

Conversion Rate: The percentage of clicks that led to conversions. Helps assess landing page effectiveness and overall funnel performance.

Cost Per Conversion / Acquisition (CPA): How much you’re spending to generate one conversion. Lower CPA typically means better campaign efficiency.

Return on Ad Spend (ROAS): The revenue generated for every dollar spent. Essential for understanding the profitability of your campaigns.

3. Audience & Behavior Metrics

Top Performing Keywords: Shows which search terms are driving the most traffic or conversions. Useful for keyword optimization and budget allocation.

Search vs. Display Performance: Breaks down how each campaign type is performing. Helps you decide where to invest more of your budget.

Device Breakdown: Reveals performance across desktop, mobile, and tablet. Useful for optimizing landing pages and ad formats.

Geographic Performance: Shows which locations deliver the best results. You can use this to refine targeting or adjust bidding strategies.

Demographics (Age, Gender, etc.): Understand which audience segments are engaging and converting. Useful for refining audience targeting.

4. Engagement & Quality Metrics

Quality Score: Google’s rating of your ads based on CTR, landing page experience, and ad relevance. A high Quality Score ‘can lower CPC and improve ad rank.

Ad Position / Impression Share Ad position shows where your ad is typically shown on the page. Impression share shows how often your ad was eligible to appear but didn’t—usually due to budget or bid.

View-Through Conversions: Conversions from users who saw your ad but didn’t click—then converted later through another channel. Important for understanding full-funnel performance.

Time on Site / Session Duration: Measures user engagement after the click. If people bounce quickly, your landing page or targeting might need adjustments.

Scroll Depth: Tells you how far users scroll on the landing page. Helps assess content engagement and identify drop-off points.

5. Attribution & Funnel Metrics

Assisted Conversions: Tracks conversions where your Google Ads played a role in the buyer journey, but weren’t the final interaction. Helps show the broader value of your campaigns in multi-touch funnels.

First-Time vs. Returning Visitors: Reveals whether your ads are attracting new audiences or bringing back existing ones. Important for brand awareness and retention strategies.

A Google Ads report is a performance summary that shows how your campaigns are doing. It brings together data from your Google Ads account, impressions, clicks, CTR, conversions, cost, and ROAS, so you can track results, measure ROI, and make smarter optimization decisions. 

A Google Ads report template saves time and removes the guesswork from reporting. Instead of building dashboards manually, you get a pre-built structure that already includes the right KPIs, visualizations, and comparisons. It helps marketers automate, white-label, and share reports effortlessly.

Top agencies and in-house teams use templates like Whatagraph’s because they can track campaign performance across multiple clients, channels, and date ranges, all in one real-time view.

The easiest way to automate Google Ads reporting is by using a dedicated reporting tool like Whatagraph.

With Whatagraph, you can automatically pull data from Google Ads (and dozens of other platforms), visualize key metrics, and schedule reports to be sent out on a regular cadence—weekly, monthly, or custom. 

You don’t need to write formulas, mess with data connections, or manually update anything. Once you’ve set it up, the data flows in and reports go out—consistently and reliably.

Another option is to use Google Looker Studio (formerly Data Studio). It’s free and works well for visualizing data from Google platforms like Google Ads, GA4, and YouTube. 

However, there are a few important limitations to be aware of:

• Reports can become extremely slow or unresponsive if you’re working with high volumes of data.

• If you want to include data from non-Google sources like Meta (Facebook/Instagram Ads), TikTok, or LinkedIn, you’ll need to use third-party connectors.

• Many third-party connectors are prone to breaking due to API updates, token expiration, or rate limits. When that happens, your data go missing or appear inaccurate, and you’ll have to manually reconnect the source—which takes time and creates unnecessary headaches. 

In contrast, Whatagraph uses fully-managed native integrations that are maintained by an in-house team. That means fewer connection errors, more stable reporting, and no more scrambling to fix broken dashboards.

If your reporting needs are simple and Google-only, Looker Studio might do the job. But if you want to save time, eliminate errors, and automate multi-channel reporting at scale, a tool like Whatagraph will give you a much smoother experience.

Here's the full breakdown of Looker Studio vs. Whatagraph.

To prepare a Google Ads performance report, connect your data sources like Google Ads, Google Analytics, or Google Sheets. Choose key metrics that matter most to your goals, such as CTR, conversion rate, CPC, and ROAS. Then, visualize them using charts or tables to show trends and comparisons.

In Whatagraph, you can automate the entire process, select a Google Ads reporting template, connect your account, and generate a professional PPC report in minutes instead of hours.

You can find fully customizable Google Ads report templates in Whatagraph. Each template connects directly to your Google Ads campaign, visualizes your performance metrics, and automates updates.

You can personalize widgets, brand the report with your logo, or combine it with other data sources like Facebook Ads, LinkedIn, or SEO. 

To help you understand your Google Ads performance, we published two calculators:

• PPC ROI Calculator: Find out if your campaigns are actually profitable. Just plug in your spend and revenue numbers.
• CPC Calculator: Measure how much you’re paying for each click and compare it against benchmarks for your specific industry.

Want to benchmark your results? Here’s what good typically looks like:

• Click-Through Rate (CTR): The average CTR across all industries is 6.42%. (Source)
• Cost per click (CPC): The average CPC across all industries is $4.66. (Source) 
• Conversion Rate: The average conversion rate across all industries is 6.96%. (Source) But this metric varies significantly by industry, with some sectors like Automotive Repair, Service, and Parts achieving rates as high as 12.96%. (Source)