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Important PPC Metrics to Report

Steps for Making PPC Report and Metrics

PPC (or Pay-Per-Click) knowledge can be overwhelming–the more you dive into the numbers, the more sophisticated things can get.

So, once it’s time to wrap your PPC campaign’s results into a report, you want your insights to be as straightforward to grasp as possible. That’s why it’s important to know the right metrics to set up in your reports.

A PPC report must mirror your goals to make sure that your activity is corresponding to what matters most to your business.

And the most significant step for devising a PPC report that matches your goals and displays the appropriate KPI’s, is to make sure you have a good grasp on why you’re adding the precise knowledge points to your report.

Here are two steps to follow, which will guide you through the method of making your PPC report, and a few samples of templates that you can use as a basis for your report:


1) Define the Objective(s)

The first step to making your own PPC report is to agree on the company’s objective (or objectives) for a paid search campaign. By understanding what the organization desires, you’re able to produce a helpful report that solely focuses on the foremost vital metrics.

For example, if your company desires to extend awareness through ads, then you’ll need to concentrate on metrics like reach, frequency, and impressions.

Every graph or table that you’re adding to your report ought to be directly relevant to the goals you’ve set and whether or not they are met.

2) Highlight the Key Metrics

This is the foremost vital step once making a PPC report. It’s time to feature the metrics that matter most to your business in your report.

It’s smart to recollect your KPI’s because not everybody has constant expertise with you within the realm of PPC, therefore try and strike a balance between your technical data and overview data to generate a general report that creates sense to your stakeholders.

You need to incorporate metrics which will mirror your key objective in a very clear and structured manner.

In general, the most common metrics that a PPC report includes are:

  • Impressions
  • Clicks
  • Cost
  • Conversions
  • Cost per conversion
  • Ad performance
  • Keyword performance

And, overall campaign metrics:

  • Device performance
  • Channel performance
  • Best ads and keywords
  • Lessons learned for future campaigns

In addition to those, if you’re making a report that compares month-over-month (MoM):

  • Month-over-month knowledge (change in conversions, impressions, clicks, etc.)
  • What worked (and what didn’t work)
  • Lessons learned
  • Benchmarking to match the success of your work

If you don’t take but 1 thing from this blog, let it be that, in general, your stakeholders need to know:

  • The overall PPC performance
  • How your work has contributed to an increased awareness
  • How many conversions you’ve generated
  • The cost for every conversion
  • What worked and what didn’t
  • Your next steps towards meeting objectives

Thank you for reading! Comment below on your thoughts on PPC reporting and if you would like tips on how to update your campaign, schedule a free strategy session by clicking the button below!