PPC Reporting Guide: How to Use Your Data to Learn, Inform, and Impress - Nummero

I am a huge fan of sponsored advertising.

I wish I could play with advertisements all day every day.

But I’m afraid I can’t.

Nobody can.

That’s because they’re rather pricey.

You don’t have to be as enthusiastic about PPC as I am.

However, while running advertisements, you must verify that all of the money

you spend on them is bringing in a profit.

That is why PPC reporting is essential.

However, because the world of PPC advertising is so complicated,

it can be difficult to know how to report your results.

That is why I produced this comprehensive guide to error-free PPC reporting.

I’ll go through the following topics:

  • PPC reporting objectives
  • What should a PPC report contain?
  • Report writing tips and methods
  • Avoiding PPC Reporting Pitfalls
  • Tools for PPC reporting that are useful

By the conclusion of this tutorial, you’ll be able to create visually appealing,

Accurate, and actionable PPC reports that can help your business grow!

First, establish your PPC reporting goals

Before you develop a PPC reporting procedure, you need first determine

what success looks like for your accounts.

Measuring PPC data is difficult when there are no targets in place!

We wish there was a “one size fits all” answer to what your PPC reporting goals should be,

but they differ based on the situation—whether you’re an agency managing

A client’s account or a small company owner beginning your account from scratch.

Here are a few examples of PPC reporting objectives:

  • Provide an executive summary/report.
  • Show the ROI
  • Display your work
  • Keep track of your progress.
  • Emphasize trends

The best suggestion we can provide to help you figure out what your

PPC objectives are is to ask yourself one important question:

“What does success look like for my account?”

Getting to the big picture “end objective” can help you have a driving force

, or “north star,” to support all of your PPC reporting efforts.

For some, this may simply imply demonstrating an increase in total ROI.

Meanwhile, some may require a means to promote their progressive work or high-level trends.

Understanding what you want to obtain out of your

PPC reports can help you choose what sort of report you require to present that information.

Essential elements to include in a PPC report

PPC reports, I like to imagine, are like fingerprints: no two are alike.

What you want to include in your reports, and how detailed you want them to be,

will, of course, be determined by your specific objectives.

Having said that, I researched PPC reporting

techniques and discovered that Databox’s PPC reporting list was the finest.

Here’s a list of what’s included:

Date range: Now is a good time to mention that,

in addition to your goals, your PPC reporting frequency will stretch to fit your demands.

Maintain a consistent date range and always remember to specify

that timeframe somewhere within the reports so visitors may apply more context to what they’re looking at.

Campaign goal: In addition to the date period, another approach to add context to

the data being reported on is to remind yourself or

your audience of the purpose of each campaign being assessed.

For example, a display campaign aimed at raising awareness

with a high number of impressions but no clicks may be deemed effective,

but a campaign with identical stats aimed at increasing traffic or sales may not be as successful.

Conversions: Conversion tracking is a no-brainer for everyone because every ad

has some kind of significant action you want your visitors to take after clicking or seeing it.

Consider this your “bread and butter” PPC reporting statistic.

CPA: Cost per acquisition will assist your PPC reports in determining

whether you’re receiving the “best bang for your money.”

Conversions are fantastic,

but if you don’t get them at a low cost, your whole advertising experience will suffer.

ROAS: Along with CPA, ROAS takes PPC reporting to the next level by examining

the entire ad expenditure in proportion to revenue.

ROAS, which is popular in the e-commerce world, is another useful statistic

that extends CPA beyond simply individual cost per

conversion by examining entire expenditure vs revenue.

Ad targeting: Try segmenting your campaigns by ad group

or ad set to see which audience groups you were attempting

to reach via keyword or audience targeting.

That way, you’ll know if it’s a successful segment worth reusing in the future.

CPC: If your PPC data ever indicates that your ROAS or CPA is out of whack,

the next place you’ll examine is your cost per click (find out how to decrease your CPC here!).

This is a wonderful feature to have to discover any places where money is squandered.

Ad CTR: The click-through rate of your ads may add insight to your PPC data.

In general, you desire a high click-through rate.

If your ad CTR is poor, you know that your viewers

notice the ad but are unlikely to click on it.

This reveals a slew of potential issues to address, such as refining your ad text,

fine-tuning your section, or altering up your strategy.

General traffic stats: Include mentions of total traffic, bounce rates,

time on page, and any other general analytics information that you believe may be useful.

This will assist you or your visitors in determining whether your paid performance

is good or terrible concerning your total marketing efforts.

KPI breakdown: This is entirely up to you.

However, if you present these PPC reports to folks who aren’t in the weeds of your accounts

daily, chances are they won’t be familiar with all of the industry-specific jargon.

Readers will appreciate short bursts of text that clarify jargon or offer context for the facts.

Attribution models: This is a bit more complex and may not be appropriate in all situations.

However, if you want to get a clearer picture of your usual customer journey,

reporting on your attribution modelling can assist

visitors to understand how each conversion or action tallied and where it originates from.

Data from one month to the next: Or week after week, quarter over quarter; whatever method you use to stay on track is fine—as long as you stay on track!
The purpose of having this sort of previous data is to have something to compare to
and identify where you’re improving or starting to deteriorate
before you spiral into a performance rut.

PPC reporting tips for a great report

Aside from incorporating the proper type of meat and potatoes to make your

PPC reporting a nutritious marketing meal,

you may also want to consider the following four suggestions while creating your report:

Custom columns inside your ad accounts per platform will save you time when reporting later on.

You’ll be able to see your unique column set with data relevant to your reports

when you’re in the accounts working on action items on a daily or weekly basis.

That way, you can make informed judgments about

modifications to your account while keeping your PPC reports in mind.

It’s simple to set up by picking the column icon and then following

the custom column options from there.

Custom columns may be time-saving in PPC reporting, whether you’re at

the campaign, ad set, or any view in between.

2. Tell a story with your data

When you’re analyzing numbers, it’s easy to lose sight of the “north star” primary point.

Don’t allow it to happen by continuously focusing on your “large picture” goals.

Otherwise, if you stare at statistics without context, they are just numbers.

However, such figures have meaning when you apply them to your company’s development

or the present condition of your marketing strategy in the actual world.

To explain what’s going on with the statistics, including a brief statement

Include your rationale for why a measure increased or decreased,

or indicate external variables such as a change in operation hours within that time frame.

The more context your data-driven approach can give, the better.

Even if the report is only for you, you may not always

recall what happened or what modifications were made.

3. Make sure there are clear takeaways

read your PPC reports in the same way you would any other aspect of marketing:

you want to answer the question “so what?”

Your PPC reporting should be action-oriented in addition to creating a story with your statistics.

The purpose of reporting is to direct yourself, your customer, or your team in the following steps.

Reports serve as a sounding board for data-driven decisions on how to enhance your account.

Even with the finest accounts, there is always an opportunity for improvement in PPC.

So use your PPC reporting to assist you to discover areas for improvement.

For example, in addition to the notes part described above for context,

you may wish to include a brief “recommendations”

section where you enter what you believe should be the next few action items based on the data.

4. Get into a PPC reporting cadence

It’s been mentioned many times before,

but consistency is essential in both marketing and PPC!

Set up and keep to a regular reporting plan.
As an example:


  • Weekly reports allow you to make changes to your strategies and campaigns while working on the account daily.
  • Monthly reports allow you to keep track of your progress toward your goals.
  • Quarterly reports keep you up to date on high-level strategic activities.

Whether you select the one that works best for your bandwidth or a combination of all three,

sticking to a regular PPC reporting cycle will help you remain on target

without allowing anything to fall through the cracks.

PPC reporting tools to make your life easier

If you believe that manually controlling your PPC reporting is out of the question,

there are a plethora of excellent options available to assist you.

Here are some popular PPC reporting and analysis tools to consider:

1. Platform-specific reports

Google AdWords, Facebook Ads, Microsoft AdWords, Twitter, Linked In,

and everything in between all provides some sort of reporting within their platforms.

If you don’t have the means to implement a new third-party solution,

leveraging what’s currently accessible within the platform might be just as beneficial.

You may also take screenshots of dashboards or schedule Google Ads

reports to be ready when you need them.

If you’re not sure where, to begin with PPC reporting, examining reporting features

directly from inside your accounts is a fantastic place to start.

2. Google Data Studio

Google Ads Data Studio has introduced a few years ago and has

since become a popular tool in the PPC and general marketing communities.

Data studio combines your PPC data

with other data sources, such as Google Analytics,

to provide you with extensive insight into both your paid and organic success.

It’s simple to set up and free to use.

You may also share and download the reports.

Data Studio is ideal for anybody looking to expand their PPC reporting beyond

what is provided in the ad networks themselves, without sacrificing a lot of time or money.

3. Google Analytics

This one is self-evident.

If you use Google Ads, chances are you’ve previously linked Google Ads to Google Analytics.

However, Analytics may also provide information

about your site’s organic and social performance.

You can also utilize Google Analytics to better analyze your audience

and the top routes of the client experience.

Unlike some other programs, where you are limited to pre-set metrics and graphics,

Google Analytics is more configurable.

Analytics is a good option if you need more complex, bespoke reporting.


PPC reporting is critical to maintaining consistent growth with any account.

Use this comprehensive guide to PPC reporting as a reference

when you begin reporting in your accounts!

Remember that there is no one-size-fits-all formula for the ideal PPC report.

So go ahead and do what works for you.

Simply follow the guidelines and best practices outlined above.

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