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.
Filters
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
Metrics
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.
