October 6, 2020

Finding Online Advertising Metrics in Google Ads: Total Ad Revenue, CPC, and more...

Airhorn with phone and book
SECTIONS
  1. Accessing the metrics on the Overview page of Google Ads
  2. Accessing the metrics of a specific ad campaign
  3. Making metric-hunting a bit easier...

As Google has been the dominant search engine for more than a decade, running ad campaigns on Google Ads is on the checklist of every marketer. If you are just starting in this field, you first should learn about the following important metrics:


  1. Total Ad Revenue - the sum of all conversion values of each conversion done.
  2. Cost-per-click(CPC)  - resulting cost of ads divided by the number of click-throughs. 
  3. Click-through rate (CTR) - the percentage of users who have seen the ads that clicked through it. 
  4. Return on ad spend (ROAS) - total revenue from ads divided by the costs of the ads. 


If you are now ready, scroll down to learn how to access these metrics!


Accessing the metrics on the Overview page of Google Ads

The first thing you would see once you open your Google Ads account is the Overview screen. Two boxes are shown, the first one already contains the summary of clicks, impressions, and CPC of your ad campaigns over a period.

Overview page of Google Ads. Filter on top, with a box containing the values of selected metrics over a period.
Overview page of Google Ads. Filter on top, with a box containing the values of selected metrics over a period.


As you can see, the Clicks and Impressions are clickable; they can be replaced by other analytics metrics. 

A drop-down list of metrics you can display on the Overview page. Clicking on one will replace the displayed metric. 
A drop-down list of metrics you can display on the Overview page. Clicking on one will replace the displayed metric. 


Clicking the CTR will display the click-through rate

 An empty summary graph on the Overview page showing CTR and Impressions over a period.
 An empty summary graph on the Overview page showing CTR and Impressions over a period.


To find the total ad revenue, select Conv. value, then select All from the drop-down box that will appear.

An empty summary graph on the Overview page showing Conv. value, Impressions, Avg. CPC, and Cost over a period.
An empty summary graph on the Overview page showing Conv. value, Impressions, Avg. CPC, and Cost over a period.


For the Conv. value to be calculated, you must specify a value and the currency for each possible source of conversion. This can either be the same for all conversions or transaction-specific. You can also specify a relative value, instead of monetary value. 

To find the ROAS, click the Conv. value / cost

An empty summary graph on the Overview page showing Conv. value/cost, Impressions, Avg. CPC, and Cost over a period.
An empty summary graph on the Overview page showing Conv. value/cost, Impressions, Avg. CPC, and Cost over a period.


You can change the period by looking at the upper-right corner of the Overview page, where you can find several options for the period covered by the metrics tables.

Several options for changing the period displayed by the graphs. Options include Today, Yesterday, This Week, Last 7 days, and even a calendar to customize the period range.
Several options for changing the period displayed by the graphs. Options include Today, Yesterday, This Week, Last 7 days, and even a calendar to customize the period range.



Accessing the metrics of a specific ad campaign

While the Overview page summarizes the metrics of all running campaigns, you can opt to view the metrics for individual campaigns. Below the Overview label, you can see a long bar containing the applied filters. Click on the Add filter. A drop-down box will appear. Click Campaign.

Overview page, right-clicking on the filter bar, a pop-up of options for filter. 
Overview page, right-clicking on the filter bar, a pop-up of options for filter. 


A popup box will appear listing the ad campaigns you are currently running. Select the ad campaign you want to analyze.

Pop-up box, containing the list of campaigns running. Ticking on the checkbox before the name of the campaign will select it. Clicking Apply will load the metrics for the specific campaign on the Overview page. 


The metrics for the selected ad campaign are now displayed on the Overview page. 


Making metric-hunting a bit easier...

While these metrics are accessible on Google Ads, checking every day, week, or month for each of these can be a pain. For those who don't look forward to manually finding numbers over and over again, you can check out our Google Ads integration that will pull your conversion funnel data alongside other Google Ads and marketing platform data! Spend more time on data analysis and less time metric-hunting with Lido.

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