An overview of our Standard Reporting Package

1. Google Ads Search Campaign Process &
Reporting Overview

3. Nr Name What is it ? Why do we look at it ?
W1 Sessions Overview of sessions on website with acquisition type &
geographical data.
This provides us insight in who is visiting your site and
how you acquired them (e.g. via paid search).
W2 Pages Overview of pages on the website that are visited. This provides us insight what pages on your site are
most relevant to your visitors.
W3 Time on
site
Overview of the time in minutes that is spent by all
users combined on the website.
This provides us insight in where people spend their
time. More time spent on the site indicates that your site
is relevant for the users, but can also mean it’s hard to
use.
W4 Clicks on
site
Overview and trend of nr of times users clicked on
buttons / links with the source and destination.
This provides us insight in what’s important to users.
Clicks are interactions that indicate your users take
action to get something done: a call, scheduling
appointment or purchasing a product.
Reporting Overview: Website Reports.

4. Nr Name What is it ? Why do we look at it ?
G1 Process Overview of key Google Search Ads steps. This is not a real report, but an overview of steps. Use it
to get a high-level understanding of the process.
G2 Dashboard Overview of Key Metrics vs Target. This gives us an immediate answer on the question if
your total account is performing better or worse than the
target.
G3 1 day
Performance
Overview of Key Performance Indicators - 1 day This allows us to understand how your individual
campaigns are performing. The 1 day view is important
to identify issues without delay, but cannot be used to
draw long-term insights.
G4 7 day
Performance
Overview of Key Performance Indicators - 7 day This allows us to understand how your individual
campaigns are performing. The 7 day view is important
to identify in what direction the campaigns are trending
in the short term.
G5 28 day
Performance
Overview of Key Performance Indicators - 28 day This allows us to understand how your individual
campaigns are performing. The 28 day view is important
to identify in what direction the campaigns are trending
in the longer term.
Reporting Overview: General Ads Reports.

5. Nr Name What is it ? Why do we look at it ?
A1 Impression
Share
Trend of Impression Share This gives us insight in how well your ads perform in the
auction. A higher impression share could mean your ad
is shown more frequently. If we see the impression
share decline, we either have to adjust the bid or
improve the quality of the ad.
A2 Impressions Trend of Nr. of Impressions This gives us insight in how many times your ads have
been shown to users - and which campaigns are
shown.
A3 Competitors Overview of the other companies that took part in
auctions your ads were competing in.
This allows us to understand who the competition is
we’re up against. Note, this is the competition for the
very limited real estate on the Search Engine Result
Page, this doesn’t necessarily align with real-life
competitors (but it can very well be). We use this
overview to assess if we are bidding on the right
keywords.
Reporting Overview: Auction

6. Nr Name What is it ? Why do we look at it ?
C1 Clicks Trend of Clicks on the Ads This gives us insight in how well the ad captures the
searches attention and interest. More clicks means
more traffic to your website.
C2 Click Through
Rate
Trend of Click Through Rate This gives us insight in how well the ad captures the
searches attention and interest. A high CTR is
important, because it will indirectly lower the cost per
click Google charges.
C3 Cost per Click Trend of average cost you pay for each click on an
Ad.
This allows us to understand which keywords are
affordable and which ones are more expensive. While
the cost-per-click is important, a high cost per click is
not necessarily bad, as long as the conversion rate is
also high.
C4 Cost Trend of total cost spent on Ads and overview per
keyword, location & campaign.
This allows us to understand where the money is spent
on. Again, a high cost is not necessarily bad, as long as
the conversion rate is also high.
Reporting Overview: Clicks

7. Nr Name What is it ? Why do we look at it ?
CO1 Conversions Trend of Conversions This gives us insight in how many times a desired
action - called a conversion - is taken. This is the main
goal of the campaign.
CO2 Conversion
Rate
Trend of Conversion Rate This gives us insight in how well the ad captures the
searches attention and interest. A high CTR is
important, because it will indirectly lower the cost per
click Google charges.
CO3 Cost per
Conversion
Trend of average cost per conversion This allows us to understand which campaigns are
affordable and which ones are generating conversion at
more expensive levels.
CO4 Conversion
Cost Details
Detailed overview of cost per conversion - split out
by region, keyword, device and ad group
This allows us to understand what keywords, devices,
ad groups or regions are providing conversions at what
cost level. This in turn informs us to achieve more
impression share on those profitable terms.
CO5 Conversion
Details
Table with all metrics per keyword. This allows us to sort by each metric to see the
individual keywords that are performing best.
Reporting Overview: Conversion

8. Useful Info What is it ? Where to find it:
Google Analytics
Glossary.
A comprehensive list of Google Analytics Terms put together by Benjamin
Mangold from Lovesdata.com.
https://www.lovesdata.com/blog/google-analytics-glossary
Google Ads
Glossary.
A comprehensive list of Google Ads Terms put together by Benjamin Mangold
from Lovesdata.com.
https://www.lovesdata.com/blog/google-ads-glossary
Need help with terminology ? Use the below links