How to Read Your Google Ads Report

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If your Google Ads Report does not look like the screenshot below, click here for details.

1. AdWords Overview

The AdWords Overview gives you information on your overall account as well as your individual city campaigns for a set date. Here’s what each section means:

1: Date Picker

Select the date range you’d like to view. This defaults to the previous month each time you log in to view your reports. You can view any date range you’d like by clicking the dropdown arrow beside the date and choosing a Start Date and an End Date.

2: Individual City Campaign Stats

This graph reflects several different statistics for each area you’re running ads in.

  1. Account Name – the city or area in which you’re running ads.
  2. Clicks – the number of people that have clicked on an ad for that area within the set date range.
  3. Average Cost Per Click – the average dollar amount you spend each time someone clicks on one of your ads in that area for the selected date range.
  4. All Conversions – the number of clicks that likely lead to a conversion/lead/phone call for ads in that area for the selected date range.
  5. Cost/All Conversions – the average cost for a call that lasts longer than 60 seconds for ads in that area for the selected date range.
  6. Cost – The total dollar amount spent on ads for that area within the selected date range.

3: Average CPC

This number reflects the Average Cost Per Click for your entire account (all cities/areas), meaning the average amount you pay each time someone clicks on one of your ads.

4: Cost/All Conversions

This number reflects the Average Cost for All Conversions for your entire account (all cities/areas), meaning the average amount you pay for a call that lasts longer than 60 seconds.

2. Monthly Performance Comparison

The Monthly Performance Comparison view compares your overall campaign statistics detailed above for each month of the current year. It’s likely that you’ll see lower numbers/cost in your busier season than in your slower season.

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