Google Ads is one of six analytics and tracking tools featured in the Analytics application.
This document will help users understand how to utilize both the Google Ads integration tab as well as the snapshot featured in your Overview tab. You will learn how to read each metric, how to sort your campaigns and ad sets, and how to customize the table to provide the insights you need.
Adding Google Ads Analytics
To add your Google Ads analytics:
- Select + Add New from the top of the page within the Analytics application.
- Select Google Ads from the list of available integrations. Click Continue.
- An authentication window will appear prompting you to log into your Google Ads account. Log in to your account and grant the necessary permissions. Click Continue.
- Next, select the Ads Manager account you wish to integrate. You will also need to select an Ad Client within that account. Click Continue.
- Congratulations! You’ve successfully integrated your Google Ads analytics. Note that your analytics data will not appear immediately as it takes time to populate within the application.
Google Ads Analytics Overview
Note – You can verify which Google Ads account you have integrated by checking the ID underneath the Google Ads tab. You will find an icon that reads ID in the center of the page below the overview and above the table.
After successfully integrating your Google Ads account, your Analytics application will feature a new overview section as well as a tab at the top of the page.
Note – These overview metrics will also display on the Google Ads tab in a slightly different appearance.
Next, we will go over each of these metrics, so that you can your team can actively utilize your new analytics.
‘Impressions’ refers to the number of times that one of your ads appears on screen for a user. The number under Impressions refers to the total number of impressions across all of your ads from all of your tracked campaigns.
Below this number is a monetary value in purple that displays in your account’s currency of choice. This number indicates your Cost per 1,000 Impressions, also known as CPM. The value here is what you pay Google for every 1,000 ad views.
‘Clicks’ refers to the number of times that a user clicks on one of your advertisements. An advertisement appears on screen, which counts as an Impression, and then becomes a Click after the user interacts with it.
The monetary value in purple below your Clicks indicates how much you are spending in ad budget per each click you receive.
In addition to these first metrics, you will notice a blue arrow that appears in between your Impressions and Clicks. This number will always appear as a percentage. The percentage refers to the number of Clicks you have versus the number of Impressions. If you have 1,000 Impressions and 100 Clicks, the blue arrow will report 10%, for example.
Conversions are a metric that you must set up within your Google Ads account. A Conversion refers to an action that a customer must complete such as adding an item to a cart, making a purchase, or completing a form. You must determine what you wish to track and count as a conversion depending on the goals of your campaign.
Note – If you do not set up a conversion metric for your Google Ads campaigns, this will always display as 0.
The monetary value in purple beneath Conversions refers to the amount you are spending to complete a single conversion.
Finally, there is a second blue arrow in between Clicks and Conversions that also features a percentage. This percentage compares your number of successful Conversions versus your total number of Clicks. Using our example above, we have 100 Clicks, but our analytics reports that we have 10 Conversions. Therefore, the arrow in blue will display 10% once again.
This refers to your total amount of ad spend for the last thirty days for this Google Ads account. However, this is just the default. Further below, we will cover how you can set up custom date ranges for more concise analytics and tracking.
ROI (Return on Investment)
ROI is a completely optional metric that you must set up within your Google Ads account. This allows you to set a custom value that you earn per Conversion.
For example, if you set your conversion value to $10 and gain 10 Conversions, this number will read $100. You can verify this calculation by looking at the purple text below this section that indicates your total number of sales with your custom value indicated in parentheses.
Finally, the blue arrow between these two fields indicates the difference in your ROI versus the amount spent in the same time frame.
The bottom half of this page allows you to track more in-depth metrics campaign-by-campaign and ad-by-ad. By default, this table will be set to the Campaigns tab on the left as well as the Campaigns toggle on the right side of the screen.
The Campaigns tab on the left side of the screen, as well the Ad Sets, Ads, and Keywords tabs allow you to filter your Google Ads information by each of these categories. You can review your Analytics for the entire campaign and narrow that information down to specific advertisements or keywords.
Below these tabs is a table that will list all of your Campaigns, Ad Sets, Ads, or Keywords depending on which tab you currently have active.
This table also features a variety of metrics including Budget, Monthly Ad Spend, Conversions, Clicks, and much more. You can review the entire list of available metrics you can use in your table by clicking on the customization icon on the far right side of the page.
Next, notice the checkboxes to the left of each campaign listed in the table. When you check one or more of these boxes, all of your Google Ads analytics will update to reflect those campaigns only. This includes the Overview sections we discussed above.
You will also notice that the three tabs will update indicating that they are finding results for the selected campaigns only. If you switch over to the Ad Sets, Ads, or Keywords tabs, you will only be able to view the Ad Sets, Ads, or Keywords for the campaigns you selected. This makes it easier to continuously filter your analytics and find the information you need.
You can continue to filter analytics by checking the boxes next to specific Ad Sets within those Campaigns, as well.
Finally, you can track campaigns by their current status by using the toggle located to the right of these tabs. By default, you will view All campaigns. However, you can toggle between All Enabled, Paused, and Removed campaigns with the press of a button.
When you finish reviewing your analytics for your specific campaigns or ad sets, you can revert to the default setting by unchecking the boxes or clicking the X next to “X Selected.” Be sure to review the articles mentioned above to fully customize this table to your liking.
If you look back to the Campaigns/Insights toggle, you can switch to Insights now for even more analytics. We break down the Insights section of your Google Ads analytics into four separate sections:
This provides you with a quick snapshot of your highest-performing and lowest-performing campaigns/ad groups/ads regarding CPM. Click on the blue text to switch between highest and lowest.
This provides you with a quick snapshot of your highest-performing and lowest-performing campaigns/ad groups/ads regarding CPC. Click on the blue text to switch between highest and lowest.
This provides you with a quick snapshot of your highest-performing and lowest-performing campaigns/ad groups/ads regarding CPA. Click on the blue text to switch between highest and lowest.
This provides a great snapshot that allows you to quickly compare the stats of multiple campaigns. It will also compartmentalize those metrics month to month. Click on a month to expand the list and see the campaigns and performance stats for that month. You can quickly collapse the list by clicking on the month one more time.
When the Campaigns toggle is active, you can customize the appearance of the table at the bottom of the page. You can do this by clicking on the icon at the far right of the page.
Here, you can modify your table to show only the metrics you want to see at any given time. You can also rearrange the order of the columns for a better, more personalized experience.
To add a column to your table, check the box next to the one you wish to add. Unchecking a box will remove the column from the table.
On the right side of this menu, you can rearrange the table to your liking by dragging and dropping the grey boxes in your desired order. You can also delete a column from the table by clicking the X to the right.
When you’re satisfied with your column options, be sure to click Save at the bottom of this menu.