Google Ads Report Template

What is a Google Ads report?

A Google Ads report is a performance summary that shows how your Google Ads campaigns are doing across key metrics like impressions, clicks, conversions, and ROAS.

It helps you keep track of what’s working, spot optimization opportunities, and clearly communicate results to clients.

With Whatagraph, you don’t just get the numbers—you get interactive, visual reports that tell the story behind the metrics.

Why use a Google Ads report template?

Running multiple Google Ads campaigns across different accounts, sources, and clients  can quickly become overwhelming—especially when you’re trying to pull performance data together manually. 

Each marketing campaign has its own set of KPIs, naming conventions, and goals, making it difficult to create performance reports that are consistent, accurate, and easy to understand. 

That’s where a Google Ads dashboard template comes in.

With a template like Whatagraph’s, you can:

1. Bring in data from 55+ marketing channels into one place
2. Organize your data so your reports are easy to read
3. Create white-labeled reports for your clients
4. Send automated emails to clients that go out at your chosen timing
5. Create internal monitoring dashboards and track KPIs in one place

In short, a Google Ads report template helps you save time, reduce errors, and build reports that are accurate, stunning, and easy to understand—without the manual busywork.

How to use Whatagraph’s Google Ads report template?

Whatagraph’s Google Ads reporting template is designed to streamline your reporting process—from data collection to delivery. Here’s how to use it, step by step:

1. Connect your Google Ads account

Go to your Whatagraph workspace and choose Google Ads from the list of native integrations. 

Authenticate your account using your Google login. 

Once connected, Whatagraph will start pulling campaign data automatically—no coding or third-party tools required. 

You can also bring in data from 55+ marketing channels into Whatagraph, so you’ll have everything in one space. These channels include:

• PPC: LinkedIn Ads, Meta Ads, Pinterest Ads
• Social media: Facebook, Instagram, TikTok
• e-Commerce: Shopify, BigCommerce, Magento
• SEO: Ahrefs, SE Ranking, Semrush
• Analytics: Google Analytics 4, Matomo, Piwik Pro
• Email marketing: ActiveCampaign, Mailchimp, Constant Contact

Speaking of stability, over the past 6 months, Whatagraph has clocked an uptime of 99.95%. This means platform outages are extremely rare.

And if there is an outage, we have an emergency alert that notifies engineers immediately (even if it’s 3 am) so they can jump in and fix the issue right away. 

2. Organize and standardize your data

Once your data is loaded, you can organize it in a way that makes sense for you or your client. On Whatagraph, you can:

• Group by campaign, ad group, or keyword
• Filter by geography, device, or audience
• Rename and standardize metrics (e.g., unify different naming conventions across accounts)
• Blend data with other data sources if needed (e.g., combine Google Ads and Facebook Ads)

This helps you eliminate inconsistencies and produce clearer, more accurate reports.

3. Choose a template or start from scratch

To make your life easier, we offer ready-made report templates to build your first Google Ads report.

Templates include standard KPIs like impressions, clicks, CPC, conversions, ROAS, and CTR—laid out in a clean format that’s easy to understand. 

But the good thing is, you can still fully-customize these templates to match your branding. You can:

• Upload your own logos or your client’s
• Build your own color scheme or choosing from the pre-made ones
• Add headers, footers, and section dividers
• Choose icons for widgets from an icon library

Or, if you’d like full control, you can also start from a blank canvas and drag-and-drop widgets into it.

These widgets are also fully customizable. You can: 

• Rename the widget
• Change icons or remove them entirely
• Customize the color scheme to match your or your client’s branding
• Apply custom formulas (e.g. blend Google Ads data with other platforms)
• Set specific date ranges or currencies
• Add or hide footers
• Resize them horizontally or vertically

And for every report on Whatagraph, you can:

• Insert text boxes for comments or summaries
• Rearrange blocks and rows to match your reporting structure
• Insert or delete rows anywhere in your report
• Change the orientation of your reports
• Save your favorite reports as “team templates” and re-use them the next time

What’s more, to save you even more time, we have “Linked templates”. Here’s how it works:

1. Create your master template – Build your ideal Google Ads report with all the right metrics, visual layout, brand elements, and widgets.
    
2. Link client reports to the master – As you create new client reports, simply select the master template as the base.
    
3. Make changes once, update everywhere – When you update the master (e.g., adjusting color scheme, changing layout, renaming sections), those changes instantly sync across all linked reports.

5. Use AI to write summaries and answer performance questions

Clients don’t always read every chart. What they’re really looking for is a clear, concise explanation of campaign performance—what worked, what didn’t, and what to do next. With Whatagraph, you don’t have to write these from scratch.

Whatagraph’s Google Ads reporting dashboard comes with two built-in AI tools to help you save time and deliver insights faster:

1. AI-generated report summaries

Instead of manually writing out performance takeaways, you can add a text widget and let the AI do it for you.

• Choose whether you want a short or long summary
   
• Select the reporting period and data source (e.g., Google Ads for the past 30 days)
   
• Get an accurate, on-brand, and editable paragraph that summarizes key trends, changes, and performance highlights
   

You can tweak the wording, adjust the tone, or drop it straight into the final report. It’s ideal for wrapping up a report with a clear explanation your client can understand.

2. AI chatbot for performance questions

This tool acts like a ChatGPT that’s trained on your actual Google Ads (or other) data.

Here’s how to use it:

1. Pick or type a question like “Which ad group had the highest ROAS?” or “What caused the spike in CPC last week?”
    
2. Choose the data source (e.g., Google Ads)
    
3. Set the date range
    
4. Get an instant, plain-English answer—pulled directly from your report data

6. Share the report

There are several options to deliver your reports:

• Send as automated emails: Choose the frequency (e.g. weekly, monthly) and add recipients
• Share a live link: Clients can view real-time data in the browser
• Export as PDF or CSV: Useful for internal use, archiving, or offline sharing
• Use custom domains and sender addresses for fully white-label email delivery

And voila! Your reporting is now as easy as a peach. 

What are the key metrics to include in a 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)L 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.

Formula: Revenue ÷ Ad Spend.

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.