PPC Reporting Guide: How to Learn, Inform, & Impress With Your Data

It’s no secret that I LOVE paid advertising. I wish I could play with ads all day, every day. But, I can’t. No one can. That’s because they cost a pretty penny.

You don’t have to enjoy PPC as much as I do. Nonetheless, when extending ads, you DO have to ensure all the money you’re putting towards them is bring back 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 made this complete guide to fool-proof PPC reporting. I’m going to cover 😛 TAGEND

PPC reporting goals What be listed 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, prove your PPC reporting objectives

Before you create a PPC reporting process, you first want to identify what success might look like for your accounts. 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 purposes should be, but your PPC PPC reporting objectives vary depending on the situation–whether you’re an organization controlling a client’s account or a small business owner starting your report from the ground up. Here are some examples of PPC reporting purposes 😛 TAGEND

Provide an overview/ executive report Prove ROI Showcase your work Track your progress Highlighting trends

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

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 signify simply showing improvement on overall ROI. Meanwhile, other folks is necessary to have a mode to showcase the progressive work they’ve done or highlighting high level trends.

Understanding what you want to get out of your PPC reports will help you to frame up what type of report you need that they are able to display that.

example of ppc reporting by goal

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

Essential factors be listed 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 strategies and found that Databox’s PPC reporting list 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 date assortment coherent and always remember to mention that timeframe somewhere within the reports so onlookers were applicable further context to what they’re looking at.

Campaign goal: On top of date scope, another way to apply context to the numbers being reported on is to remind yourself or your viewers the level behind each campaign being evaluated. For example, a display campaign looking to drive awareness with lots of impress but no clicks may be a success–whereas a campaign with similar metrics looking to drive traffic or sales may not be considered quite as successful.

Conversions: Conversion tracking isa no-brainer different for everyone, since every ad has some type of meaningful action you want your visitors to take once they click or view 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 get the “best bang for your buck.” Conversions are great, but if you’re not drawing them in at an efficient cost your overall publicizing suffer will suffer. Note: Cost per acquisition( CPA) is not the same as customer acquisition cost( CAC ). Learn more here .

customer acquisition cost vs cost per acquisition formulas

ROAS: Proceeding hand-in-hand with CPA, ROAS takes PPC reporting to the next tier by looking at overall ad expend in relation to your revenue. Favored by the ecommerce community, ROAS is another helpful metric that takes CPA beyond just individual rate per changeover by looking at overall expend versus revenue.

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

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

Speaking of wasted expend, our free Google Ads Performance Grader will identify leakages in your spending and tell you how to plug them. Try it now !

Ad CTR: Your ad click-through rate can provide even more context to your PPC reporting. In general, a high click through rateis what you crave. If your ad CTR is low, you know your viewers learn the ad but aren’t inclined to click on them. This unveils a multitude of possible troubles to fix like improving your ad facsimile, tweaking your segment, or switching 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 assist you or your viewers decide whether your paying performance genuinely is good or bad in comparison to your overall marketing 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 accounts each day, odds are they might not be familiar with all the industry-specific terms. Quick flares of text that define any jargon or provide a tale behind the data will build such reports reader-friendly.

Attribution models: This is a bit more advanced and, therefore, may not be applicable in every situation. But if you crave a better idea of your typical patron pilgrimage, provides information on your attribution modeling will help onlookers understand how each conversion or action is actually counted and where it comes from.

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

example of month over month ppc reporting

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PPC reporting tips for a great report

Aside from includes the right kind of meat and potatoes to shape your PPC reporting a health marketing dinner, you may also want to consider these four gratuities when setting up such reports 😛 TAGEND 1. Customize your towers

Custom columns within your ad reports per platform will save you occasion later when reporting. When you’re in the accounts working on action items daily or weekly, you’ll be able to see your personalized column fixed with data specific to your reports.

That way, you can stir trained decisions seeing changes to your account with your PPC reporting ever in mind. 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 gave tier, or any sentiment in between, custom-built articles can be a PPC reporting time-saver.

custom column creation for ppc reporting in google ads

2. Tell a story 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” aims in thinker. Otherwise, if someone’s staring at numbers with no context, they’re merely that: amounts. However, those numbers mean something when you apply how they relate to your business growth or the current state of your marketing strategies within the real world.

Try including a quick sentence below maps or a notes segment within your PPC reporting to explain what’s going on with the data. Perhaps include your reasoning 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 strategy, the better.

Even if the report is just for yourself, you may not always remember exactly what was happening or what alters were shaped when looking back on 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 story with your data, your PPC reporting should be action-oriented. The level of reporting is to guide yourself, your patron, or your team on what to do next. Reports act as a sounding board for data-backed decisions on how you can improve your report.

Even with the best accounts, 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, similar to the mentions part we mentioned above for context, you may also want to include a quick “recommendations” part where 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 marketing and PPC, consistency is key!

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

Weekly reports help you stir tweaks to your tactics and campaigns during your day-to-day work in the account. Monthly reports help you to track goal progression. Quarterly reports help to inform you on high-level strategy tries.

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

example of ppc reporting date range selection

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5. Check against industry benchmarks

PPC reporting allows you to see how your campaigns compare to one another and what progress you’re making over hour, but it’s also important to see how your concert metrics are comparable to other advertisers in your industry. Here are part and parcel of our many 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 client, or yourself that it is on par with industry averages.

PPC reporting pitfalls to avoid

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

Your first instinct might be to immediately start evaluating your CPA or conversions. 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 are affecting your performance , not just 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 transitions you “ve brought”, it’s a huge factor in how high 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 mean most to your business’s overall report health, 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, endlessly 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 performance, but it will likewise make it easier to look back on historical reports. If you’re focusing on one set of PPC reporting metrics one month, and a different decide the next, your data will get lost in the story when you’re trying to tell that reporting story over time.

2. Using the wrong PPC reporting visuals

Have you ever seen a performance map that at first glance had jaw-dropping data, but as you appeared closer at the numbers, you watched that there were just big cracks in between the lines that made certain differences appear larger or smaller than they genuinely are?

Don’t do this! While we want all visuals to paint us in the best light, it’s more important that they’re as accurate as possible. Try playing around with two different types of graphs 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 examples online or see how other areas of your business are visually representing data to compare.

Check out this instance from Frederick Vallaeys.

In the below image, we realise the data being are presented in a pie chart showing huge differences between devices 😛 TAGEND

example of misleading pie chart with ppc reporting

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

example of ppc reporting by device

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3. Spending more hour on PPC reporting than optimizing

I’ll admit, PPC reporting is important, but not so important it should be taking up your whole work week. Next to keyword research, PPC reporting takes 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 stop you from wasting hour on guessing how you are able to do your reports every 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 build your life easier

If you feel like manually hijacking your PPC reporting is out of the question, there’s plenty of great 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 presents some type of reporting within their own platform. If you don’t have the resources to ramp up a brand-new third party tool, utilizing what’s already readily available to you within the platform can be just as helpful.

You can even take 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 reports 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 liberated a few years back, and has now become a heavily leveraged tool among the PPC and general marketing community.

Data studio aggregates your PPC data together with your other data sources, like Google Analytics, to give you detailed information on both your paid and organic performance. 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 take their PPC reporting a pace 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 already 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 audience and top courses of the customer journey. Unlike some of the other tools, where you’re at the mercy of the pre-set metrics and visuals, Google Analytics is also extremely customizable.

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

customized cost analysis report creation in google analytics

Learn how to view and analyze rate data regarding all platforms in GA here.

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, rate of course comes first. Outside of cost, however, think through it similar to your reporting goals.

Based on what the hell is 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 points? 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 want 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 crest report concert[ summary]

PPC reporting is vital to consistent proliferation with any account. Use this complete guide to PPC reporting as information purposes as you go off into your reports to start reporting!

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

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

1. Clarify your PPC reporting purposes and determine attributes and metrics to include accordingly.

Provide an overview/ executive report Prove ROI Showcase your work Track your progress Highlighting tendencies

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

Use custom articles Tell a story with the data Provide key takeaways Stick to a regular reporting cadence

3. Avoid these three PPC reporting difficulties 😛 TAGEND

Looking at the wrong metrics Using deluding 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

Read more: feedproxy.google.com

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