Google Ads report

There are two options to see the Google Ads statistics:

  • Click Statistics in the Google Ads widget on the main page.

  • Click Statistics in the main menu and go to the Google Ads tab.

For Google Ads, reports can be generated at the level of campaigns, ad groups, ads, keywords, and ad placements.

The following dynamic parameters are mandatory for the Google Ads report: {targetid}, {campaignid}, {adgroupid}, {network}, and {placement}.

Set up data display

Currency in reports

You can select the currency for the financial metrics (expense, revenue, and their derivatives) in the report. When the currency changes, such financial metrics will be converted at the rate of the Central Bank.

Currency changes also convert custom metrics. You can sometimes see an incorrect calculation of the metric after you change the currency (for example, if the goal value is set by a certain number in a specific currency).

By default, the data is presented in the currencies specified during the connection to the system.

Group data

This parameter allows selecting the type of grouping by time intervals: for a period, by day, week, month, or year. Grouping affects how the data is displayed in the table and on the chart.

Chart

All metrics from the reports can be displayed on a chart.

This tool is useful for assessing the dynamics of various indicators. You can also download charts in various formats.

Charts display general data after all filters and groupings are applied. This means that you need to filter out the remaining campaigns in the report to display data for just one campaign.

Columns in the table

The statistics table can include columns with any set of metrics and measurements from Google Adwords and connected analytical systems.

To configure the columns:

  1. Click Columns.

  2. Select the section from which you want to add columns to the table.

You can select the following sections and their corresponding parameters:

  • Google Ads measurements. Contains unmeasured parameters of the ad system. Examples: campaign ID, date, and ad URL.

  • Google Ads metrics. Measured parameters of ad systems. Examples: expense and clicks.

  • Analytics metrics. Measured parameters of the analytics system (Google Analytics or Yandex.Metrica). Examples: sessions, transactions, and goals.

  • Analytical systems, call tracking metrics. Measured parameters obtained from CRM, call tracking services, and other sources. Examples: revenue from orders, calls, assisted conversions.

  • Custom metrics Metrics calculated based on the available metrics from all systems. For example, if you create a metric "Order cost", it will appear in this section.

You can create a metric in the Custom metrics section.

If necessary, you can quickly find the required parameter by its name.

To add a metric, just double-click on it in the window with the list of metrics or drag it to the list of visible metrics. You can remove unnecessary columns from the report in the same way.

The configured set of columns is saved in the URL parameters of the report. You can share a link to a custom report, and it will open on a click with already configured columns.

Sort

The function allows sorting information in the report by the data in the selected column (in the descending or ascending order). To set the sorting, click the column header.

Group

This function allows you to group data by a given column. This is useful, for example, when evaluating the effectiveness of ads within one group. It's only available for measurements.

Filter data

Select and compare periods

Period selection

Allows you to select the reporting period.

Compare data with the previous period

Allows you to compare the data for the current period with the data of any other period.

To compare periods:

  1. In the Set up periods window, click Compare and set up periods to be compared.

  2. Click Compare in the column with the metric (to be compared) in the drop-down menu.

    When you start the comparison, three additional columns will appear in the table for the parameter: parameter data for the comparison period, absolute difference between the parameters, and relative difference between the parameters (in %)

Tagging

You can assign tags to campaigns for easy searching in the future.

The Tags button is inactive if no campaign has been selected to apply the action to.

To assign a tag:

  1. Select one or more campaigns you want to tag.

  2. Click Tags.

  3. Select Add tags to campaigns.

  4. Enter the name of the tag.

After that, all the selected campaigns will be marked with the relevant tag (in the Campaign tags column).

Tags can be edited if necessary.

The following actions are available for tags: delete tag, change tag color, add comment to the tag.

Filters

This tool allows displaying the data that meets a certain criterion. For example, you can display only campaigns/ad groups/phrases with a high order cost and continue working with them.

To create a filter, click Filters.

You can also add a filter directly from the parameters of a certain column.

Adding a filter will open a pop-up window, where you need to select the parameter to filter and set the filter conditions.

After assigning all the filters, click Apply.

You can assign multiple filters in a single report. In this case, only the data that meets the conditions of all filters will be displayed.

All active filters will be displayed on the panel under the action buttons. To edit a filter, click on it. To remove all filters, clickclose filters.

The selected filters are saved in the URL parameters of the report. You can share a link to a custom report, and it will open on a click with already configured filters.

Management from statistics

With all reports, you can perform certain actions with ad objects. For example, you can change the keyword bid or stop a campaign from the corresponding reports.

Actions available in the Google Ads report:

Tab Possible actions
Campaigns – Stop/start the selected campaign(s) – Create campaign – Edit campaign.
Ad groups – Stop/start selected ad group – Change bid – Create ad group – Edit ad group.
Ads -
Keywords – Stop/start selected keywords – Change bid – Create keywords – Edit keywords.
Ad placements – Stop/start ad placement.
Tab Possible actions
Campaigns – Stop/start the selected campaign(s) – Create campaign – Edit campaign.
Ad groups – Stop/start selected ad group – Change bid – Create ad group – Edit ad group.
Ads -
Keywords – Stop/start selected keywords – Change bid – Create keywords – Edit keywords.
Ad placements – Stop/start ad placement.

The action buttons are inactive if no object is selected to which the action is to be applied.

Stop and start

To stop or start objects, select the objects that need to be stopped or started and click on the corresponding button.

The changes are immediately sent to the ad system.

Create and edit

You can create new entities (campaigns, ad groups, and keywords) and edit existing entities from the statistics table.

To create:

  1. Go to the tab corresponding to the entity you want to create and click. This will open the entity creation window.

  2. Fill in the required fields and save the changes. The created entities are immediately sent to the ad system.

  3. To edit:

    1. Select the object you want to edit and click.This will open the edit window.

    2. Make the necessary adjustments and save the changes. The saved changes are immediately sent to the ad system.

Change bids

You can change bids at the ad group and keyword levels.

To change the bids, go to the required tab and select the object(s) for which you want to change the bid, then click.

This will open a pop-up window for placing a new bid.

Get link

The function allows getting a short link to the report.

All report parameters will be saved in the link. A link like this is handy for collaborative work. When you click on the link, you'll see the report with pre-configured columns and filters.

Download to CSV

You can download the data in CSV format for further processing using your own tools.

You can configure the download parameters:

  • Download columns:

    • visible: only downloads the columns added to the report

    • all: downloads all columns available for this report.

  • Decimal separator:

    • . (period): in decimals, a period is used as a separator

    • Comma (,): in decimals, a comma is used as a separator.