Reporting is a vital a part of paid media administration for speaking outcomes to stakeholders and informing optimization choices.
Whereas there are a selection of well-made third-party reporting instruments, many are pricy and inaccessible to all PPC managers, both as a result of price range issues or complicated approval processes.
Moreover, varied instruments have totally different advantages, with some higher suited to spreadsheet-nerd evaluation and others for visually pleasant reporting.
This text appears to be like at eight free choices you should use for PPC reporting.
1. Looker Studio
Looker Studio (previously generally known as Google Knowledge Studio) is a full-scale device for constructing interactive experiences that may be considered in a browser or downloaded as a PDF.
As Google owns this platform, it integrates by default with most different Google-owned properties, akin to Google Analytics, Google Advertisements, Search Advertisements 360 and Show and Video 360.
For different platforms, you possibly can export information to Google Sheets and sync it to a report. A number of paid third-party instruments additionally will let you sync on to a wider vary of knowledge sources.
You may create charts, graphs, tables and textual content containers or embrace dropdowns and different parts to permit customers to filter information how they’d like.
Superior customers can mix a number of information sources collectively, akin to combining Google Advertisements information and CRM information or reporting throughout a number of accounts.
For these simply beginning out, ready-made templates are free immediately from Google and third-party suppliers to supply a fundamental reporting construction.
Dig deeper: 3 steps for effective PPC reporting and analysis
2. Google Advertisements/Google Sheets add-on
With this free add-on developed by Google, you possibly can generate advert experiences after which import them right into a Google Sheet.
You may customise which columns to indicate and filter information (akin to to indicate choose campaigns or solely these with current impressions).
The device additionally permits you to set schedules for refreshing information at common cadences.
This setup might be helpful when sharing with people who need to see information in a spreadsheet format or for offering simply exported information tables that you would be able to manipulate for different reporting.
3. Google Advertisements experiences and dashboards
The Report Editor inside Google Advertisements permits you to construct experiences with the exact metrics you’d wish to see and save them for future use. You may successfully make a pivot desk populated with the metrics and dimensions you need to embrace.
As well as, a number of ready-made templates may also help you rapidly view efficiency by advert group, key phrase, viewers, content material or different dimensions.
One helpful tip is that you would be able to embrace customized columns you’ve created, akin to for seeing totals and CPA for particular person conversion actions.
Moreover, you possibly can create dashboards containing information from a number of experiences, scorecards for top-level metrics and notes for commentary. One current use the place I’ve discovered a dashboard useful was monitoring particular advert exams I’m operating.
Dig deeper: How to approach weekly, monthly, quarterly and annual PPC reporting
4. Microsoft Promoting experiences
Microsoft additionally comprises its personal sturdy reporting part, the place you possibly can view premade experiences or construct your individual.
Along with exhibiting commonplace marketing campaign information, a couple of sensible makes use of for these experiences embrace:
- Writer reporting to see a breakdown of efficiency by web site URL, which may’t be considered in the principle interface.
- Adverse key phrase conflicts to take away negatives that will inadvertently be blocking key phrases you need to bid on.
- Advert extension reporting at key phrase or advert stage.
- Person location reporting to view precise geography of people versus focused geography.
- Label reporting (helpful for reviewing exams the place advert variants could also be labeled individually).
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On the social promoting entrance, Meta has a built-in reporting part, which will be discovered beneath the Advertisements Reporting part of the menu.
Choices embrace a pivot desk characteristic and the power to construct line and bar charts.
It can save you pre-built experiences with the particular dimensions, metrics and filters you’d like to incorporate. You too can break down information in varied methods, akin to by marketing campaign title, system, placement and extra.
6. Google Advertisements Editor
Whereas this will not essentially be your first thought for reporting, you possibly can see efficiency information in Google Advertisements Editor.
Once you first open it, you’ll see a graph and selectors for top-level metrics, with the power to decide on a timeframe.
You too can pull information into the modifying part through the View Statistics button within the prime bar. Select particular person metrics, which you’ll be able to then populate in a desk throughout the Editor interface.
Moreover, you possibly can view a search time period report or see the efficiency of particular person search, show, app, or Demand Gen belongings (together with photos and textual content).
These options might be helpful as a substitute for the net UI for downloading information in spreadsheet format.
7. Microsoft Promoting Editor
Equally to Google, it’s also possible to embrace metrics when downloading information into Microsoft Promoting Editor.
Use the View Statistics button within the prime bar and choose the timeframe you’d wish to see. You too can view the information immediately within the interface or export it to govern in Excel or one other program.
8. Google Analytics
A correctly configured Google Analytics implementation is essential for any PPC supervisor’s evaluation. You’ll want to ensure web site visitors out of your advert platforms is being tracked correctly (akin to by connecting Google Advertisements and utilizing correct UTM parameters throughout platforms).
Reviews inbuilt GA4 may also help present the efficiency of advert visitors tied along with web site habits metrics.
For those who’ve linked your Google Advertisements account and have auto-tagging turned on, you possibly can view Google Advertisements information along with key occasions (occasions that you just’ve marked as precedence for your small business, akin to kind completes, gross sales, and many others.) beneath the Promoting part.
Explorations supply a very good place to begin for constructing personalized experiences that may be segmented to incorporate solely particular visitors, akin to that from paid channels, together with choose dimensions and metrics.
As an example, you possibly can create a funnel report exhibiting how a lot advert visitors is getting to every step of the acquisition course of.
An added worth of Google Analytics for PPC reporting is the power to see how adverts work along with different channels akin to natural search, social, referrals and direct visitors within the conversion course of.
The Attribution part helps you to see customers’ paths throughout a number of mixtures of channels and evaluate final clicks to data-driven fashions.
Dig deeper: How to combine GA4 and Google Ads for powerful paid search results
Begin reporting
Even in case you don’t have the price range for pricier reporting instruments, there are a lot of free choices out there.
For those who haven’t examined a number of the choices reviewed on this article, take the time to verify them out, play with options and see what reporting configurations may fit in your wants.
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