Stop guessing, Evaluate and Analyse your Google Ads Performance 

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You may think you’ve done it all. You may feel great seeing your first ever Google Ads campaign out there, but the only way to keep your adverts current and effective is to track their performance. 

Tracking your stats will show you which ads are effective and which need to be changed or discarded entirely. You may quickly verify whether your advertising is assisting you in meeting your objectives and growing your organisation!

The metrics that influence how successful your ads are will differ depending on your purpose, target demographic, industry, and so on. However, every user should monitor specific variables because they will provide insight into your overall Google Ads success.

What is Google Ads Performance?

A Google Ads (previously Google AdWords) performance enables marketers to monitor and report on key campaign KPIs to their clients or business partners. 

You may show off the fruits of your labour and confirm that the campaigns are operating as expected.

Google Ads Report 

Google Ads (Adwords) is an important component of digital marketing tactics. 

Tracking the performance of various ad groups, CTR, CPC, and other metrics is to your most significant advantage.

What is Google Ads Report 

Google Ads performance report summarises the performance of Google Ads campaigns and 

helps marketers determine the impact of various attribution models on their marketing goals.

Benefits of Google Ads Report 

A Google Ads performance report allows you to track not only your Google Ads campaigns but also additional digital marketing activities to ensure that all of your clients’ marketing channels operate together.

Monitor Your Ads Performance from Time to Time 

The only way of keeping your adverts current and relevant is to track their performance. Checking your stats will show you which ads are effective and which need to be changed or discarded entirely. 

You may quickly verify whether your advertising is assisting you in meeting your objectives and growing your organisation!

Insight Source to Evaluate Your Ads Strategy

Evaluating your data can provide insights into where you are in ad rankings and which ads are most effective. 

Learning which advertisements resonate with your potential clients can provide you with the data you need to create more effective campaigns in the future and optimise your current ads. 

You will have a higher CTR, conversion rate and more sales if your advertising performs better.

Google Ads Performance Monitoring Tools

Google Analytics 

Google Analytics is a one-stop shop for getting an overview of your visitors’ online interactions with your brand. It should come as no surprise that measuring and tracking your presence within Google is critical, given that it is the world’s largest search engine.


Ahrefs is the software you need to understand how your competitors rank on search engines and what you can do to outrank them, such as bidding on keywords that bring the most valuable traffic to their websites. 

You may better grasp your SEM statistics as a whole and discover where you should go with your plan by using this free SEO tool.


Your content strategy revolves around SEO and SEM. SEMrush is most likely a tool in your marketing strategy. 

Keyword research and formulation, domain comparisons, competition ranking, and ad strategy analysis are just a few of the many ways a SEMrush dashboard can help you gain a concise view of your SEO and SEM progress and increase your content strategy.

Best Practices for Monitoring Google Ads Performance

One of the most important aspects of running a successful Google Ads campaign is regularly monitoring and analysing the performance of your ads to respond and optimise.

From how Google Ads works to how to assess Google Ads data, keep reading for our standard tips.

Setting Up and Monitoring Conversion Tracking 

A conversion occurs when your ad achieves its goal, which is valuable consumer activity. 

Conversion tracking in Google Ads allows you to observe how well your ad clicks lead to an action, which varies by business. 

Website purchases, phone calls, app downloads, and newsletter sign-ups are all examples of valuable activity. 

The method varies depending on the type of conversion you’re tracking, thus the first step in configuring conversion tracking is to select a conversion source, or where your conversions come from.

The conversions you want your potential customers to complete will be influenced by how you construct your adverts, such as whether they are on your website, app, or phone

If you wish to track numerous conversions, simply create a new conversion action for each type of conversion. 

For instance, you can set up one conversion action to track website purchases and another to track ad calls.

Measuring ROI 

Tracking your return on investment (ROI) is the one key measure we would advise all Google Ads users to measure regularly. 

Whether you utilise Google Ads to boost sales, acquire new customers, or drive other valuable customer behaviour, you should monitor your ROI, which is the ratio of your net profit to your costs.

To calculate ROI, take the income generated by your advertisements, minus your overall costs, and divide by your overall costs: ROI = (Revenue – Cost of goods sold) / Cost of goods sold.

Once you’ve started tracking conversions, you can start calculating your ROI. The value of each conversion should be larger than the cost of obtaining the conversion.

Analysing Search Term Report 

The search terms report is a list of search keywords that individuals used that resulted in your ad being displayed and clicked on. 

The search phrases listed may differ from your keyword list depending on your keyword matching parameters. The search terms report in Google Advertising can be used to analyse how your ads performed when triggered by actual searches within the Search Network.

The search terms report shows how closely linked the search phrases that triggered your Google advertisements are to the actual keywords in your account. 

This is quite valuable because, by evaluating which match types perform well for certain keywords and searches, you can improve match types for all of your keywords so that only the proper searches cause your ad to appear, allowing your budget to go further.

Checking Quality Score 

Google utilises a metric called Quality Score to determine how relevant your ads, keywords, and landing page are to someone who sees your ad. 

After you’ve created and fine-tuned your advertising, you should have a higher Quality Score, which usually results in reduced expenses and better ad positions. 

Quality, not quantity, as the adage goes.

How to Create Google Ads Report 

To see data in Google Ads reports, you must first:

  • Connect your AdWords and Analytics accounts.
  • Check that auto-tagging is enabled, either during the connection procedure or by updating your Google Ads Account settings.

Get the report

  1. Visit to sign in to your Attribution project.
  2. Navigate to Explore > Google Ads Performance.

Select a date range.

Begin by selecting a date range from the report’s date picker drop-down menu.

Use a date range that finishes at least 3 days ago when reporting on Interaction time (the default).

Types of conversion

By default, the report presents aggregated statistics for all conversion types that have been enabled.

  • Use the drop-down menu to choose the checkbox next to each conversion type if you only want to see data for a single conversion type or a narrower group of conversion types.
  • When you add new goals or eCommerce transactions to your Analytics account, they will appear in the conversion types drop-down menu automatically.
  • Go to Configure > Conversion Types to disable a conversion type.

To compare, select attribution models.

To compare attribution models, use the drop-down selections in the Attribution model (non-direct) columns.

Personalize your data view

To edit what appears in the report, click Edit report.

  • You can modify the Secondary dimension and Reporting time settings in the Report settings window.
  1. Secondary dimension

Use this field to include one of the report’s secondary dimensions: interaction date (daily), interaction date (weekly), or device (interaction).

The report defaults to displaying statistics for the Google Ads account dimension.

  1. Reporting time

Conversion time reporting can be used in the other Attribution reports. 

The Google Ads performance report, on the other hand, uses Interaction time to better correlate with how Google Ads tracks conversions.

  • Interaction Time

Includes all ad events that occurred within your specified period range, as well as their related costs and conversions. If the date range is too near to the present, the overall conversion counts between attribution models may disagree.

  • Conversion Time

Includes all ad events that resulted in conversions that occurred during the specified time frame. 

The cost of those ad events is included in the report even if they occurred outside of the period indicated. Because these conversions may be ascribed to ad events that occurred before the designated date range, switching from Interaction time reporting may result in a change in cost and conversions.

The report displays data at the Google Ads account level by default. To explore more specific levels of the Google Ads account, click the Forward arrow symbol. The first click will take you to that account’s campaigns.


To download a CSV file containing the data displayed in the table, click the download icon file.

Interpret the data

The Google Ads performance report focuses on your Google Ads accounts, but the Model comparison and Conversion pathways reports allow you to compare conversions and revenue across all channels in Analytics. 

The report includes the following metrics for each Google Ads account’s specified conversion types: Cost, Conversions, CPA, Revenue, and ROAS.

Final Thoughts 

There you go, Google Ads Master! 

This article equipped you with the terms, tools, and knowledge necessary to begin and manage a successful Google Ads Campaign. We understand that this can be too overwhelming to go through, but as you try and work on this, you will love it, the way we do!

Please contact us if you require assistance with ad copy, landing pages, or Google Ads management along the process. Our Roots Digital Ads and Account strategists are more than willing to walk you through this project!


How effective are Google Ads?

Certainly. Google Ads are advantageous because they allow businesses of all sizes to reach a practically infinite, focused target at a cheap cost. 

They’re incredibly adaptable, allowing you to start, suspend, delay, or even change your bids at any time.

How do I pull a performance report from Google Ads?

Google suggests you do the following:

1. Sign in to Google Ad Manager.
2. Create and run a report.
3. When you view your report, click Export at the top of your report and choose the settings for your exported file.

Check the Include header to display the following information in the exported file:

– Unique, system-defined report ID
– Timestamp of when the report was generated
– Name of the network for which you ran the report
– Name of the user who generated the report
– Report date range
– List of included metrics that are accredited by the MRC for Display, Video, and Rich Media including Mobile Web

4. Select the file format in which you’d like to receive the report.
Ad Manager begins downloading the exported report using the settings you defined. If prompted, select the location on your computer in which you’d like to keep the file and click Save. 

Available file formats
– CSV – comma-separated values
– TSV – tab-separated values
– Excel CSV – comma-separated values specifically for use in Microsoft Excel.
– XML – Extensible Markup Language
– XLS – Excel worksheet. This format has a limit of 65,000 rows.
– XLSX – Excel Microsoft Office Open XML Format Spreadsheet.
– Google Drive

What are the KPIs for Google Ads?

If we were to summarise a Google Ads strategy, it would be to prioritise attributable revenue and CAC (customer acquisition cost) over CTRs (click-through rates), CPCs (cost per click), CPAs (cost per acquisition), and other funnel metrics.

About Roots Digital 

Roots Digital is an award-winning digital marketing agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation. We are a Google and Meta Business certified partner working to deliver the best-in-class digital marketing campaigns from large enterprises and SMEs to growing start-ups.

Some of our core digital marketing services include SEO services, SEM services, PPC services, Google Analytics Services and more.

PSG Grant For Digital Marketing – Save up to 70% on your digital marketing today!

Looking for a trusted SEO agency in Singapore? Schedule a consultation with us today.

About Roots Digital

Roots Digital is an award-winning digital marketing agency and SEO agency headquartered in Singapore, specialising in eCommerce Marketing and lead generation.

Some of our core digital marketing services include SEO servicesSEM services, Google Ads management servicesGoogle Analytics services and more.

Feel free to reach out if you’re interested in working with us. Connect with us via our service enquiry form. You may schedule a call for more information and to know more about our digital marketing services.

Looking for digital marketing grants for SMEs? Check out our pre-approved digital marketing solutions under the PSG digital marketing grant.

PSG Grant For Digital Marketing – Save up to 50% on your digital marketing today!

Picture of Ian Ong
Ian Ong
Marketing Director @ Roots Digital, a digital marketing agency in Singapore. Aka the guy responsible for growing the digital marketing agency.
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