It’s no secret that I Adoration paid publicizing. I choose I could play with ads the working day, every day. But, I can’t. No one can. That’s because they cost a pretty penny.

You don’t have to love PPC as much as I do. Nonetheless, when operating ads, you DO have to ensure all the money you’re putting towards them is bringing in a return.

And that is why PPC reporting is a must. But the world of PPC advertising is complex, so it can be hard to know the best way to report on your performance.

ppc reporting google ads dashboard example

That’s why I’ve generated this complete guide to fool-proof PPC reporting. I’m going to cover 😛 TAGEND

PPC reporting destinations What to include in a PPC report Tips and strategies for a great report PPC reporting pitfalls to avoid Helpful PPC reporting tools

By the end of this guide, you’ll be ready to build attractive, accurate, and actionable PPC reports that help your business to grow!

First, launch your PPC reporting destinations

Before you create a PPC reporting process, you first want to identify what success might look like for your notes. Measuring PPC data is hard to do when there aren’t goals set in place firstly!

We wish there was a “one size fits all” answer to what your PPC objectives should be, but your PPC PPC reporting objectives vary depending on the situation–whether you’re an agency finagling a client’s account or a small business owner starting your note from the ground up. Here are some examples of PPC reporting objectives 😛 TAGEND

Provide an overview/ manager report Prove ROI Showcase your work Track your progress Highlight vogues

The best gratuity we can give to help you identify what your PPC aims was like to you is to ask yourself one key question: “What does success was like for my chronicle? ”

Getting down to the big picture “end goal” will help you to have a driving force, or a “north star, ” to back all your PPC reporting efforts.

For some, this might entail just presenting improvement on overall ROI. Meanwhile, other kinfolks is necessary to have a route to showcase the progressive work they’ve done or highlight high level trends.

Understanding what you want to get out of your PPC reports will help you to frame up what type of report it is necessary to that they are able to showing that.

example of ppc reporting by goal

This report is simultaneously showcasing the work undertaken while being goal-focused on conversions.

Essential ingredients to include in a PPC report

I like to think that PPC reports are like fingerprints: no two reports are similar. What you’ll want to include in your reports, and how in-depth you’ll want them to go, will of course depend on your unique goals.

That tell me anything, I explore the possibility PPC reporting policies and found that Databox’s PPC reporting register was best. Here’s what it includes 😛 TAGEND

Date range: This is a good time to address that, along with your goals, your PPC reporting frequency will flex to meet your needs as well. Keep your year reach coherent and always remember to mention that timeframe somewhere within the reports so viewers were applicable further context to what they’re looking at.

Campaign goal: On top of year wander, another way to apply context to the numbers being reported on is to remind yourself or your viewers the object behind each safarus to estimate. For example, a spectacle campaign would be interested to drive awareness with a lot of impressions but no clinks may be a success–whereas a campaign with same metrics looking to drive traffic or marketings are no longer able are deemed to be quite as successful.

Conversions: Conversion tracking isa no-brainer different for everyone, since every ad has some type of meaningful action you miss your visitors to take once they sounds or sentiment it. Think of this as your “bread and butter” PPC reporting metric.

CPA: Cost per acquisitionwill help your PPC reporting prove whether or not you’re coming the “best bang for your buck.” Alterations are great, but if you’re not pulling them in at an efficient cost your overall pushing know-how will suffer. Note: Cost per possession( CPA) is not the same as customer acquisition cost( CAC ). Learn more here .

customer acquisition cost vs cost per acquisition formulas

ROAS: Running hand-in-hand with CPA, ROAS takes PPC reporting to the next tier by looking at overall ad deplete in matters of your income. Favored by the ecommerce community, ROAS is another helpful metric that takes CPA beyond time individual overhead per alteration by looking at overall expend versus revenue.

Ad targeting: Try breaking your expeditions out by ad group or ad set to display what public segments you were trying to attract by keyword or audience targeting. That method you’ll know if that’s a successful segment to reuse in future.

CPC: If your PPC reporting ever shows that your ROAS or CPA is out of whack, the next target you’ll look is your cost per sound( how to lower your CPC now !). This is great to include to identify any areas of squandered spend.

Speaking of consumed waste, our free Google Ads Performance Grader will identify holes in your spending and tell you how to push them. Try it is now time !

Ad CTR: Your ad click-through rate can provide even more context to your PPC reporting. In general, a high click through proportionis what you want. If your ad CTR is low, you know your viewers meet the ad but aren’t lowered to click on them. This uncovers a multitude of possible questions to fix like improving your ad forgery, nipping your segment, or swapping up your strategy.

General traffic metrics: Including mentions of overall traffic, bounce rates, time on page, or any other general analytics metrics you think could be helpful. This will help you or your viewers decide whether your paid achievement genuinely is good or bad in comparison to your overall sell endeavors.

KPI breakdown: This one is up to you. But if you’re showing these PPC reports to people who aren’t in the weeds of your details every day, odds are they might not be familiar with all the industry-specific terms. Quick erupts of verse that outlines any gibberish or provide a narration behind the data will realise your report reader-friendly.

Attribution poses: This is a bit more advanced and, therefore, may not be applicable in every situation. But if you demand a better idea of your conventional client passage, provides information on your attribution modeling will help onlookers understand better how each transition or action is actually weighed and where it comes from.

Month-over-month data: Or week over week, quarter-over-quarter, nonetheless you choose to keep yourself on track is fine–as long as you keep yourself on track! The quality of including this type of historical data is to have something to are comparable to, and realize where you’re improving or starting to slide before you snowball into a accomplishment ditch.

example of month over month ppc reporting

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PPC reporting tip-off for a great report

Aside from includes the right kind of meat and potatoes to attain your PPC reporting a healthful marketing banquet, you may also want to consider these four tips-off when setting up such reports 😛 TAGEND 1. Customize your editorials

Custom towers within your ad histories per programme will save you time last-minute when reporting. When you’re in the accounts working on action items daily or weekly, you’ll be able to see your personalized line provide with data specific to your reports.

That way, you can clear drilled decisions involving changes to your accounting with your PPC reporting ever in sentiment. It’s easy to set up by simply selecting the column icon and following the custom column choices from there. Whether you’re at the campaign level, ad mounted elevation, or any vistum in between, tradition towers can be a PPC reporting time-saver.

custom column creation for ppc reporting in google ads

2. Tell a fib with your data

When you’re crunching data, sometimes that “north star” main point gets lost along the way. Don’t let that happen by ever trying to keep your “big picture” goals in knowledge. Otherwise, if someone’s staring at numerals with no framework, they’re time that: crowds. However, those amounts mean something when you apply how they relate to your business growth or the current state of your marketing policies within the real world.

Try including a quick sentence below shows or a notations division within your PPC reporting to explain what’s going on with the data. Perhaps include your interpretation behind why a metric went up or down, or mention external factors like a change in operating hours during that time frame. The more context you can provide in your data-driven programme, the better.

Even if the report is just for yourself, you are not able ever remember exactly what was happening or what converts were seen when to take a look at those reports down the line.

example of ppc reporting with notes

3. Make sure there are clear takeaways

Treat your PPC reporting like you would any other part of marketing: you want to answer that question of “so what? ”

On top of telling a narration with your data, your PPC reporting should be action-oriented. The point of reporting is to guide yourself, your client, or your team on what to do next. Reports act as a sounding board for data-backed decisions on how you can improve your account.

Even with very good details, I always say there’s room for improvement in PPC. So take advantage of your PPC reporting to help you identify where you can improve. For example, same to the documents area we mentioned before for framework, you may also want to include a quick “recommendations” section whatever it is you input what you think should be the coming few action items based on the data.

example of ppc report with recommendations

4. Get into a PPC reporting rhythm

It’s been said many times before, but both in commerce and PPC, consistency is key!

Be sure to set up a regular report planned and stick with it. For example 😛 TAGEND

Weekly reports help you attain tweaks to your tricks and campaigns during your day-to-day work in the detail. Monthly reports help you to track goal progression. Quarterly reports help to inform you on high-level strategy exertions.

Whether you choose one that works best for your bandwidth or a mix of all three, saving to a regular PPC reporting meter will help you stay on track without causing anything slip through the cracks.

example of ppc reporting date range selection

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5. Check against manufacture standards

PPC reporting allows you to see how your expeditions compare to one another and what progress you’re making over meter, but it’s also important is how your concert metrics compare to other advertisers in your industry. Here are part and parcel of our countless benchmark reports 😛 TAGEND

Conversion Rate Benchmarks Facebook Ad Benchmarks Google Ads Benchmarks

facebook conversion rate benchmarks

This way too, if something appears to be very low or very high, you may be able to reassure your boss, your patron, or yourself that it is on par with manufacture averages.

PPC reporting difficulties to avoid

Knowing what not to do is just as important as knowing what to do when it is necessary to PPC reporting. Check out these PPC reporting perils you’ll wish to avoid 😛 TAGEND 1. Focusing on the wrong metrics

Your first inclination might be to immediately start estimating your CPA or alterations. Without understanding how you got there, though, you’ll be quick to make decisions that may help that one core metric but not your overall goals.

Here’s how to avoid this PPC reporting difficulty 😛 TAGEND

Check all key metrics

Be sure to check out all of the key metrics that impact your achievement , not only the ones that relate to your return. For example, while a good click-through rate may not seem to matter when it comes down to how many shifts you “ve brought”, it’s a huge factor in how high-pitched you rank on the SERP which can impact your conversions inadvertently.

Choose one set

If you’re unsure what PPC metrics you are able to prioritize, start with identifying at least five main metrics that aim most to your business’s overall detail state, and stick to those when conducting your PPC reporting.

ppc reporting dashboard example

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Continuously report

Just like how deterring to a consistent PPC reporting schedule is vital, continuously reporting on the same metrics is just as important.

Not simply will this help you get a better idea of everything going on in your carry-on, but it will too make it easier to look back on historic reports. If you’re focusing on one set of PPC reporting metrics one month, and a different move the next, your data will get lost in the plan when you’re trying to tell that reporting story over time.

2. Using the wrong PPC reporting visuals

Have you ever seen a performance planned that at first glance had jaw-dropping data, but as you gazed closer at the numbers, you checked that there were just immense breaches in between the lines that made certain differences appear big or smaller than they truly are?

Don’t do this! While we want all visuals to draw us in the best light, it’s more important that they’re as accurate as possible. Try playing around with two different types of diagrams with the same data set to see which one fits better. If you’re unsure what types of visuals to use, check out some PPC reporting instances online or see how other areas of your business are visually representing data to compare.

Check out this lesson from Frederick Vallaeys.

In the below portrait, we see the data being displayed in a pie chart showing huge differences between devices 😛 TAGEND

example of misleading pie chart with ppc reporting

However, with the raw counts taken out of percentage format and put into a table, you can see there isn’t actually a huge gap 😛 TAGEND

example of ppc reporting by device

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3. Spending more term on PPC reporting than optimizing

I’ll admit, PPC reporting is important, but not so important it should be taking up your whole make week. Next to keyword research, PPC reporting makes up the most time out of an advertiser’s day. But it shouldn’t have to!

Establishing a process early on that you can stick to will hinder you from wasting day on suppose how you are able to do your reports each time. Plus, if your reporting method is the exact same each time you’ll be able to streamline your PPC reporting, or even automate it. You can also leverage online PPC reporting tools to help you avoid this pitfall–which we’ll get into next!

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PPC reporting tools to reach their own lives easier

If you feel like manually hijacking your PPC reporting is out of the issues to, there’s plenty of huge solutions out there to help you out. Here are some common PPC reporting and analysis toolsyou could try 😛 TAGEND 1. Platform-specific reports

Google ads, Facebook ads, Microsoft ads, Twitter, LinkedIn and everything in between offers some type of reporting within their own platform. If you don’t have the resources to ramp up a new third party tool, applying what’s previously easily accessible to you within the stage can be just as helpful.

You can even make screenshots of dashboards, or schedule your Google Ads reports and have them ready to go. If you’re unsure where to start when it comes to PPC reporting, exploring reporting capabilities right from within your details is a great place to kick your PPC reporting off.

reports tab in google ads analytics

2. Google Data Studio

Google Ads Data Studio was released a few years back, and has now become a heavily leveraged implement among the PPC and general marketing community.

Data studio aggregates your PPC data along with your other data sources, like Google Analytics, to give you detailed information on both your paid and organic act. Set up is easy, and it’s free to use. Plus, you can share and download the reports.

Data Studio is great for someone ready to do their PPC reporting a stair beyond what’s readily available in the ad platforms themselves, without having to sacrifice a ton of time or resources.

example of ppc reporting with data studio dashboard

3. Google Analytics

This one is a given. If you’re advertising on Google Ads, odds are you’ve previously linked Google Ads to Google Analytics. But Analytics can also report on so much more, like organic and social performance across your site.

Additionally, you can use Google Analytics to understand your public and exceed courses of the customer journey. Unlike some of the other tools, where you’re at the boon of the pre-set metrics and visuals, Google Analytics is also most customizable.

If you’re looking for more advanced, custom reports, Analytics is a fitting solution.

customized cost analysis report creation in google analytics

Learn how to consider and analyze expenditure data regarding all platforms in GA now.

4. Third-party PPC reporting tools

On top of the free-to-use Google and platform-specific tools mentioned above, there’s of course a plethora of third-party tools you are eligible to pay to use.

When looking for a third-party tool, price of course comes first. Outside of cost, nonetheless, think through it same to your reporting goals.

Based on what we encompassed today, here is a list of questions to ask when choosing a third-party PPC reporting tool 😛 TAGEND

What are my goals and how can this tool report on those levels? What metrics are most important to me, and can this tool report on all of those as in-depth as I’d like? Do I need to share these reports with anyone? If so, does appropriate tools allow for those types of capabilities? How customizable do I demand my reports to be?

There are plenty of third-party tools out there like, SEMRush, Agency Analytics, Reporting Ninja, and more.

example of a third-party ppc reporting tool

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Master PPC reporting for top note performance[ recap]

PPC reporting is vital to consistent expansion with any report. Use this complete guide to PPC reporting as your reference as you go off into your chronicles to start reporting!

Remember, there’s no set formula for the excellent PPC report. So do what works for you. Merely is secure to stick with the tips-off and best rehearsals provided above.

We reported just about everything there is to know about PPC reporting, so to recap 😛 TAGEND

1. Clarify your PPC reporting destinations and marks qualities and metrics to include accordingly.

Provide a general overview/ administration report Prove ROI Showcase your work Track your progress Highlighting veers

2. Keep these four PPC reporting tips in mind 😛 TAGEND

Use custom editorials Tell a narration with the data Provide key takeaways Stick to a regular reporting cadence

3. Avoid these three PPC reporting drawbacks 😛 TAGEND

Looking at the wrong metrics Using fooling visuals Wasting too much time on reports

4. If you’re stuck, here are a few PPC reporting tool options 😛 TAGEND

The platform’s data Google Ads Data Studio Google Ads Analytics Third-party tools

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