Google Search Ads

Siminta Jacinavice Updated by Siminta Jacinavice

With this dashboard, we give users all the info they need to understand how their Google Search and Smart Ads are performing, particularly in regards to generating Revenue. From the overall funnel, down to campaign and search query level, you get the full perspective and can make data supported decisions and strategy.


Date: Set the time period you want to investigate

Stage: You can select your preferred pipeline stage. Read more about the Free Tier Stages here

Attribution: Choose the attribution model which is meaningful for your analysis

  • First Touch
  • Last Touch 
  • Linear 
  • U-Shaped
  • W-Shaped

Campaigns: Choose the campaign you want to investigate 

Ad Groups: Choose the ad groups you want to analyse 

Aggregation: Set the time frames you wish your data to be displayed

Group By: Choose your preferred option

  • Campaign
  • Ad Group 
  • Keyword
  • Bid Strategy 
  • Country

Note: Date is referring to the time period when visitors/contacts interacted with any Google Ads


Cost: The Served Cost of all the clicks or impressions that the campaign received. Please note that there is difference between Served Cost and Billed Cost. Google Ads API currently does not expose Billed Cost metric.

Impressions: The number of times your Search and Smart ads are shown. Each time your ad appears on someone's feed it is counted as an impression. 

Clicks: The amount of Search and Smart campaign clicks recorded by Google Ads

Visitors: The number of unique users who landed to your website from your Google Search or Smart ads

Contacts: The number of visitors who we have been able to attach an email to their user id

Companies: The number of companies who are attached to Contacts, or the number of companies in your CRM who we can be attached to any visitor traffic (anonymous)

Deals: The number of deals that are associated with Search or Smart campaigns based on your selected filter

Value: The revenue that are associated with Search or Smart campaigns based on your chosen stage it will show (basic/expected/actual value estimation)

Cost per Mille (cpm): Cost per thousand, this calculation is used to denote the price over 1,000 impressions

Click Through Rate (ctr): Clicks divided by Impressions 

Cost Per Click (cpc): Total Cost divided by Clicks

Cost Per Acquisition (cpa): Total Cost divided by Attributable Deals

Return on Ad Spend (ROAS):  Total Attributable Revenue divided by Total Cost

Impression Share: The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Keyword: The keyword that is set up in your campaigns

keyword match types: Displayed keywords in your Dreamdata app are now marked with punctuations.This is done to help you understand your chosen keywords match type.Here are the 4 keyword match types:

  • Broad Match is the only type of keyword that is not marked with any punctuation. Meaning, all keywords without a punctuation mark are broad match keywords
  • Modified Broad Match keywords are marked with +
  • Phrase Match keywords are marked with " "
  • Exact Match keywords are marked with [ ]


  • Broad Match: Dreamdata
  • Modified Broad Match: +Dreamdata
  • Phrase Match: "Dreamdata"
  • Exact Match: [Dreamdata]

Funnel Overview

Cost → Impressions → Clicks

In this first section, we provide the top of the funnel for your Google Ads for the given time period. This data is pulled directly from Google Ads through our integrations.

Visitors → Contacts → Companies

In the next section, we give an overview of the traffic from Google Ads which is based on the Tracking script we have on your websites.

Deals → Value

In the third section, we provide the total number of Deals and Revenue (Value) that can be assigned to Google Ads based on the filters selected.

To calculate these numbers, we first look at the pool of contacts/companies that visited a Google Search or Smart campaigns based on the dates/filters. Once we have that group, we see what deals were closed after their visit, up to today's date. More importantly, we are only looking at deals where we have a recorded history of sessions: Deals. This pool of deals will make up the basis for this section. For each of these deals and all their sessions, we will run the Attribution Model you have selected so each session is given a deal and revenue amount.

For both Deal and Revenue, we then provide the sum of these amounts for each session that contains a Google Ad, depending on which Attribution Model you have selected.

This explains why when using First Touch/Last Touch you will get a round Deal number, as a deal is either First Touch Paid or Not. While with Linear, W-Shaped or U-Shaped you will get a fraction of a deal as most Paid Touchpoints will make up a fraction of the sessions on a deal.

Cpm → Ctr → Cpa → ROAS

On the fourth row, we provide some common KPIs, most important Return on Ad Spend.

Graphs and Tables

Campaign Performance

In this table, we list all the Search and Smart Campaigns and Ad Groups in Google Ads that were running during the time frame specified. We provide all the metrics for each campaign making it easier for you to compare and find out which performed and which ones did not perform.

Keyword Performance

This report shows the performance (impressions, visitors, deals, etc..) of your keywords.

Country Performance

This report shows where your campaign click events happen, and which regions bring more value than others.

Bid Strategy Performance

This report can help you compare different bid strategies and help you make a decision on choosing bid strategy when you set up campaigns.

Note: You can open a larger view by clicking on the performance title in the top left corner.

Top 10 Performing campaigns over time

We provide a graph showing the development of your Google Ad Campaigns and their attributed revenue over the period of time specified in your Filters. Use the Aggregate filter to breakdown the X-Axis as you wish e.g. week vs month.

This graph makes it easy to see which Campaign is performing best, but also it shows how long it generally takes for a campaign to provide a Return. Time frame is the key, remember to give enough time to your campaigns to create value.

Search Term Performance

We provide a table with peoples' search terms that have matched your paid keywords. This analysis helps to understand the math type between your keyword and search term. The keywords are then broken down into: cost, impressions and clicks involved.

Data Freshness

Google Ads data in Dreamdata can have up to 72 hours delay due to the nature of Google Ads API, which means there will be discrepancies if you compare the latest 3 days data between Dreamdata and Google Ads. Here is the Google Ads data freshness documentation.

How did we do?

Return on Ads Spend

Google Display Ads