Google Display Ads

With this dashboard, we give users all the info they need to understand how their Google Display and Discovery Ads are performing, particularly in regards to generating Revenue. From the overall funnel, down to campaign and audience etc. level, you get the full perspective and can make data-supported decisions and strategies.


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 

Ad Accounts: Choose the ad account/s you are interested in

Aggregation: Set the time frames you wish to display your data in

Group By: Choose your preferred option 

  • Campaign
  • Ad Group 
  • Audience Demographics 
  • Bid Strategy 
  • Country
  • Ad Account

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 Display and Discovery ads are shown. Each time your ad appears on someone's feed it is counted as an impression. 

Clicks: The amount of Display and Discovery campaign clicks recorded by Google Ads

Visitors: The number of unique users who landed to your website from your Google Display or Discovery 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 Display or Discovery campaigns based on your selected filter

Value: The revenue that are associated with Display or Discovery 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

Keyword: The keyword that is set up in your campaigns

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

Funnel Overview

Cost → Impressions → Clicks

In this first section, we provide the top of the funnel for your Google Display 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.

Revenue → Deals

In the third section, we provide the total number of Deals and Revenue 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 Display or Discovery 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 Display and Discovery Campaigns 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.

Ad Group Performance

This report shows all the Display and Discovery Ad Groups in Google Ads that were running during the time frame specified.

Audience Demographic Performance

This report shows which audience or demographic group most of your visitors are from.

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 a 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.

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