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How to automate paid advertising (PPC) reports using Google Ads data

Building automated marketing reports using Google Ads data.

Automate Google Ads reports and dashboards
Connect Google Ads data and create automated reports and dashboards
Automated marketing reports
Business features include
 
Automated Google Ads reporting
Your marketing Data Hub
Connect PPC data sources
Clean and transform data
Export to external systems
Secure Data Warehouse access
Automated reporting
White label client portal
ChatGPT data insights
PPC REPORTING TOOL / GOOGLE ADS

GOOGLE ADS REPORTING

Google Ads performance, cost vs revenue, return on investment and ad ranking.

Octoboard data dashboard: Google adwords dashboard template

Google Ads Integration: Building automated Google Ads dashboards and PPC reports using Octoboard

The Significance of Google Ads Metrics for Marketing Teams

For marketing teams striving to demonstrate the impact of their campaigns, the listed Google Ads metrics play an instrumental role:

  • Google Ads CTR - Allows teams to understand the effectiveness of their ad content in enticing clicks.
  • Google Ads Cost - Offers insight into the budget spent on advertising.
  • Google Ads Impressions - Indicates the visibility of ads to potential customers.
  • Google Ads CPM - Represents the cost incurred for every 1000 ad views, critical for budgeting.
  • Google Ads CPC - A measure of the cost per click, vital for understanding ad efficiency.
  • Google Ads Clicks - The number of clicks received, showcasing direct engagement.
  • Campaign Performance - Provides a holistic view of how various campaigns are faring.
  • Google Ads Clicks by Country - Offers geographical insights for targeted marketing.
  • Google Ads Device Performance - Reveals which devices are garnering more engagement.

Monitor your ad spend budget, save costs and increase your paid advertising ROI with Octoboard.

Automation with Octoboard: A Time-Saver

In the fast-paced digital marketing realm, automation is no longer a luxury—it's a necessity. The Octoboard Marketing Analytics platform offers streamlined report generation, enabling marketing teams to save time by automating the entire process. By scheduling reports on a weekly or monthly basis, teams and management can stay updated, ensuring transparency in paid advertising endeavors.

One-Stop Solution for PPC Reporting

With the proliferation of multiple PPC channels, consolidating data and metrics becomes a challenge. Octoboard's PPC Analytics platform is the panacea, collating all PPC reports under one umbrella. This unified approach offers clarity and facilitates better decision-making by:

  • Eliminating the need for multiple tools.
  • Offering a holistic view of various PPC campaigns.
  • Ensuring data consistency and accuracy.

Automate all your marketing reports. Save time and retain clients with Octoboard.

Discover more about Octoboard's PPC Analytics module here.

Transcending Traditional Metrics with Octoboard's Advanced PPC Analytics

Beyond just displaying metrics, Octoboard's advanced PPC Analytics module offers tools for creating new metrics, defining dimensions, and deploying formulas to transform data. This flexibility empowers marketing agencies to craft tailored reports, ensuring meaningful insights for their specific needs.

Create marketing reports and use ChatGPT and Open AI to monitor data trends with Octoboard.

Staying Ahead with Automated Data Trend Monitoring

One of the cornerstones of effective marketing is adapting to trends. Octoboard facilitates this by automatically detecting data trends via metrics like Google Ads CTR, CPC, and more. Leveraging Octoboard's ChatGPT/OpenAI feature, agencies can derive actionable insights to refine their marketing strategies.

Google Sheets Integration: A Bridge to Enhanced Data Viewing

For devops teams and marketers who prefer Google Sheets for its versatility and collaborative features, Octoboard offers the Google Sheets data export feature. With the Google Sheets data add-on, teams can effortlessly send their data to Google Sheets, enjoying the familiar interface and extensive customization options.

In this ever-evolving digital landscape, tools like Octoboard are indispensable for marketing teams. From automating reports to offering advanced analytical capabilities, Octoboard ensures that teams remain agile, informed, and ahead of the curve.

Tips
We recommend grouping metrics and widgets into the following areas:
  • Real-time performance
  • Reach and user actions
  • Google Ads return on investment
Notes
Use your standard Google Ads login to start collecting data. Octoboard only requires read-only access.
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Last reviewed:
7-Apr-25
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Google Ads metrics

Can I track my Google Ads performance in real-time?
There is a number of metrics that can be viewed together on a daily basis as part of a dashboard. Google makes it easy to switch between views for Ad Group, Ad Campaign full Google Ads account. We have grouped the following statistics for live view display and real-time tracking: IMPRESSIONS, CLICK-THROUGH RATE and COST PER CLICK.

IMPRESSIONS AND CLICKS

Ad Impression, Clicks and Click-Through Rate over time.
Description
Impressions is the number of times your ads have been displayed to your audience. Clicks is the number of times users clicked on your Google ads. Click-Through Rate (CTR) is the ratio of ad clicks relative to Impressions
CTR = Total Ad Clicks % Impressions
Tips
Select ad account, ad campaign or an individual ad in the widget configuration screen.
USE THIS METRIC

COST OVERVIEW

Ad Cost, Cost Per Click and Cost Per Transaction over time.
Description
Ad Cost is the total spend on your Ads and Campaigns. Cost Per Click (CPC) - Ads spend divided by ad clicks.
CPC = Ads Spend / Ad Clicks
Cost Per Transaction - Ads spend divided by number of transactions.
Cost Per Action = Ads spend / Number of Transactions
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How many people see my ads and how frequently?
REACH is a great metric. It tells you how many people are shown (reached by) your content (or ads). Not all networks report user counts. Instead, they report counts of views or IMPRESSIONS. Use REACH to evaluate and fine-tune definitions of your ad campaigns. It could be useful to correlated your REACH with user ACTIONS (such as clicks). If your content REACH grows but ACTION RATE declines this could be an indication of low content relevance. To improve relevance you should consider increasing Ad quality and/or fine-tune your Ad Campaign target audience settings.

IMPRESSIONS

Ads impressions over time.
Description
Impressions presented as value or historic trend - Line, Bar or Area graph.
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CLICKS

Ads clicks over time.
Description
Ads campaign or ad group clicks over time (total number of times users have clicked on an ad to reach the property).
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CTR

Click-Through Rate (CTR) over time.
Description
Click-Through Rate over time for all or selected campaigns or ad group (the number of clicks divided by the number of impressions for the ad).
CTR = Total Ad Clicks % Impressions
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How much am I paying for Google Ads? Is it worth it?
Tracking cost of Ads over time is easy. Google provides such metrics as COST PER MILLE, COST PER CLICK and COST PER ACTION (explained below). Understanding if you are getting return on your Facebook Ad investment is a little more complicated. It is a good idea to correlate COST PER CLICK with dollar value of one Ad Click. Ad Click Dollar value can be calculated from CONVERSION RATE (percentage of site visits from Facebook that lead to conversion, such as product purchase) and Revenue that comes from conversions. CONVERSION RATES are available from Web Analytics applications such as Google Analytics that Platform also provide.

COST

Ads cost over time.
Description
Ads cost displayed as numeric value or in a graph tracking your spend over time.
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CPM

Cost per 1000 impressions (CPM) over time.
Description
Cost per thousand impressions over time (also known as Cost per mille or CPM). CPM = Ad cost / (Number of ad impressions / 1000).
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Am I getting return on my Google Ads investment?
This is a great question to be able to answer. We have put together REVENUE PER CLICK metric that you can combine with COST PER CLICK. The names are self-explanatory. Put these metrics side-by-side in Platform and get smarter with your Paid Advertising investment. Hopefully your REVENUE is higher than COST with a big margin. If it is not, then you got a problem to fix.

CPC

Cost Per Click over time.
Description
Cost per click over time for all or selected campaigns or ad group.
CPC = Ads Spend / Ad Clicks
Tips
This is a very important metric. Place Revenue Per Click widget next to Cost Per click to view your Return On Investment trend. Alternatively, select Ads ROI widget.
USE THIS METRIC
Can I benchmark my ad performance?
Google Analytics can tell you how often ads are displayed and how often they are clicked. Combine above with COST-PER-CLICK and you get a great tool for ranking your ads. In Platform you can rank Campaigns and Ad Groups by comparing in real-time IMPRESSIONS, user ACTIONS (such as clicks) and COST. If click count decreases or COST goes up, you should look at fine-tuning your underperforming campaign and individual ads.

AD CAMPAIGN PERFORMANCE

Ad Campaign ranking by clicks.
Description
Ad campaign performance. Your top campaigns in the last period ranked by clicks. Most effective campaigns shown at the top.
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AD GROUP PERFORMANCE

Ad Group ranking by clicks.
Description
Ad group performance. Your top ad groups in the last period ranked by clicks. Most effective ad groups shown at the top.
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CONVERSIONS

Ad conversions over time.
Description
Total number of conversion for account, selected campaign, ad group or ad.
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CONVERSION RATE

Ad conversion rate over time.
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REVENUE

Ad conversion value over time.
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ROI

Return on paid ads investment.
Description
Return on Ad Investment over time using value of conversions and ad costs.
ROI = (Total Conversion Value / Total Ad Costs - 1) * 100%
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COST PER CONVERSION

Cost per conversion.
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VALUE PER CONVERSION

Value per conversion.
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CONVERSION CATEGORIES

Categories ranked by number of conversions.
Description
Ad categories parameters in table format (Number of conversions, Conversion rate, Conversion value). Categories ranked by number of conversions.
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AD ENGAGEMENT

Ad engagements over time.
Description
The number of engagements. An engagement is an instance of customer interaction with your ad (for example, expanding your ad lightbox).
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AD ENGAGEMENT RATE

Ad engagement rate.
Description
Engagement rate for your ads over time.
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AD PERFORMANCE BY DEVICE

Ad performance by device.
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AD PERFORMANCE BY AGE

Ad performance by user age.
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AD PERFORMANCE BY GENDER

Ad performance by gender.
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KEYWORDS

Top 50 keywords ranked by clicks.
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CLICKS BY COUNTRY

Map of countries ranked by ad clicks.
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TOTAL COST - DEPRICATED

Ads cost per aggregation period
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CLICKS BY COUNTRY (INSIGHTS)

Countries ranked by ad clicks.
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ADS FEED

Short description for ads feed
Description
Full description for Ads Feed
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ROAS

Return on Advertising Spend
Description
ROAS = Total Conversion Value / Total Ad Costs
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VIDEO VIEWS

The number of times your video ads were viewed.
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VIDEO VIEW RATE

The number of views your TrueView video ad receives divided by its number of impressions.
Description
The number of views your TrueView video ad receives divided by its number of impressions, including thumbnail impressions for TrueView in-display ads.
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VTCONVERSIONS

The total number of view-through conversions.
Description
The total number of view-through conversions. These happen when a customer sees a Display network ad, then later completes a conversion on your site without interacting with (e.g. clicking on) another ad.
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100% PLAY RATE

Percentage of impressions where the viewer watched all of your video.
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25% PLAY RATE

Percentage of impressions where the viewer watched 25% of your video.
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50% PLAY RATE

Percentage of impressions where the viewer watched 50% of your video.
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75% PLAY RATE

Percentage of impressions where the viewer watched 75% of your video.
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VIDEO CAMPAIGN PERFORMANCE

Key video performance metrics for selected campaigns.
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VIDEO AD GROUP PERFORMANCE

Key video performance metrics for selected ad groups.
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COST-PER-VIEW

Cost-per-view tracked over time
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