Chapter 14: Reporting Basics
Chapter 14 of 15
Chapter 14: Reporting Basics
14.1 Key Metrics
Key metrics provide insights into PPC campaign performance. Track essential metrics to measure success and identify optimization opportunities.
Performance Metrics:
- Click-Through Rate (CTR): Percentage who clicked ad
- Cost Per Click (CPC): Average cost per click
- Conversion Rate: Percentage who converted
- Cost Per Conversion: Cost to acquire conversion
- ROAS: Return on ad spend
Engagement Metrics:
- Impressions
- Clicks
- Conversions
- Conversion value
- Quality Score
Financial Metrics:
- Total spend
- Revenue
- Profit
- ROI
- Profit margin
14.2 Reporting Tools
Use reporting tools to analyze and present performance data.
- Google Ads reporting
- Google Analytics
- Custom dashboards
- Data visualization tools
- Excel/Google Sheets
14.3 Report Creation
Create comprehensive reports for stakeholders.
- Executive summaries
- Performance overview
- Key metrics
- Trends and insights
- Recommendations
14.4 Reporting Best Practices
Follow best practices for effective reporting.
- Report regularly
- Focus on key metrics
- Provide context
- Include insights
- Make it actionable