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While PPC campaigns can potentially drive more leads, there’s a lot you must look into when running the campaigns. 

PPC campaigns do not guarantee results. Hence, if you fail to track your campaign, you may end up spending more with no valuable outcomes.

Here comes the role of PPC reports. 

This blog will discuss all about PPC reporting – what PPC reports are, key metrics to track in PPC, and a few useful PPC reporting tips.

What is a PPC Report?

PPC reports provide an in-depth analysis of the performance of a PPC ad campaign using metrics and KPIs like Click-Through Rate, Conversion Rate, Cost per Click, Return on Ad Spend, etc.

It acts as a treasure trove of insights, allowing you to understand what works, what doesn’t, and most importantly, how to optimize your campaigns for maximum ROI. 

What is PPC Reporting? 

PPC Reporting is the process of gathering, analyzing, and presenting data related to your Pay-Per-Click advertising efforts. 

Examples of PPC reporting goals include:

• A summary of your campaigns.
• Demonstrate ROI/ROAS
• Display campaign efforts
• Track accomplishments and failures
• Highlight important trends

PPC reporting can be time-consuming if you produce in-depth, meaningful reports for your clients that involve intricate workflows, processes, and inputs. Hence, all you need is a PPC reporting tool to make your work easier. 

An efficient PPC reporting tool simplifies the reporting process and provides real-time automated data with 100% visibility on ad spend, conversions, and ROAS across all ad campaigns in a single, customizable dashboard.

Growth Nirvana’s powerful PPC reporting tool takes care of your entire PPC reporting process, allowing you to stay laser-focused on strategizing and executing.

Check out why Growth Nirvana is the #1 reporting tool for PPC experts.

How To Choose The Most Important PPC KPIs?

For most PPC specialists, identifying the right PPC KPIs to track performance is a roadblock and following the wrong metrics means money down the drain. On the other hand, there is no definitive list of PPC metrics every business should track.

Here are a few steps you can follow to make the process easier:

Step 1: Set SMART PPC goals. Make sure they are measurable, realistic, and time-based. Align the goals with your company’s objectives, whether it’s lead generation, sales, or brand awareness.

Step 2: Choose KPIs that directly tie into your company’s objectives. Start by listing what you want to achieve and trace it back to KPIs most relevant to your campaign type.

For example:

• E-commerce businesses focused on sales might prioritize ROAS (Return on Ad Spend) and Conversion Rate
• Lead-driven companies might emphasize Cost per Lead, Lead Conversion Rate, and Cost per Acquisition
• Companies aiming to amplify brand awareness, ad reach, clicks, and impressions are important metrics.
• Local service providers might prioritize tracking inbound calls, click-to-call rate, forms filled, store visits, etc.

Step 3: Conduct a comparative analysis. Choose KPIs that allow you to benchmark against past performance, competitors, or industry standards, providing valuable context. Your research quality plays a vital role in PPC reporting strategies. 

Step 4: Consider conversion funnel coverage. Select metrics that cover the entire customer journey, from initial click to final conversion. This ensures a comprehensive view of your PPC campaigns’ impact.

💡Pro Tip: Set realistic and achievable PPC KPI targets you can hit. When your goals are realistic, you can measure your progress better and make necessary adjustments. 

Top 10 PPC KPI Metrics

If you’re not sure which PPC metrics to track, here are the top 10 PPC KPIs to get you started on your PPC reporting strategies: 

1. Click-Through Rate (CTR)

The percentage of audience who clicked on your ad after seeing it. 

How to calculate CTR?

Divide the number of ad clicks by the number of ad impressions, then multiply by 100. 

How is CTR valuable?

CTR indicates how engaging your ad is to your audience. A higher CTR means more people are interested, potentially leading to better ad performance and lower costs.

2. Conversion Rate (CVR)

The percentage of website visitors who completed a desired action, such as purchasing or filling out a form. 

How to calculate CVR?

Divide the number of conversions by the number of ad clicks, then multiply by 100. 

How is CVR valuable?

CVR shows how effective your ad is at driving valuable actions. A higher CVR means your campaign resonates with your target audience, leading to more successful outcomes.

3. Cost per Click (CPC)

The average amount you pay for each click on your ad. 

How to calculate CPC?

Divide the ad campaign’s total cost by the number of ad clicks. 

How is CPC valuable?

CPC helps you understand how efficiently you’re spending your ad budget. Lower CPC means you’re getting more clicks for your investment.

4. Return on Ad Spend (ROAS)

The revenue generated from your ad campaign compared to the cost of the campaign. 

How to calculate ROAS?

Divide the revenue generated from the campaign by the cost of the campaign. 

How is ROAS valuable?

ROAS reveals the profitability of your ads. A ROAS greater than 1 means your campaign is profitable, while less than 1 indicates a loss.

5. Cost per Lead (CPL)

The average cost of acquiring a potential customer’s contact information. 

How to calculate CPL?

Divide the total cost of the campaign by the number of leads generated. 

How is CPL valuable?

CPL helps you assess the efficiency of lead generation efforts. Lower CPL means you’re acquiring leads at a more cost-effective rate.

6. Customer Acquisition Cost (CAC)

The average cost of acquiring a new customer, including marketing and sales expenses. 

How to calculate CAC?

Divide the cost of sales and marketing by the number of customers acquired.

How is CAC valuable?

CAC helps you understand the financial impact of gaining new customers. Lower CAC means your marketing efforts are more efficient.

7. Quality Score

It is a rating given by ad platforms (like Google Ads) to your ads based on their relevance, expected CTR, and landing page experience. 

How is quality score valuable?

A higher Quality Score leads to better ad placement and lower costs. Optimizing your ads for a higher Quality Score improves ad performance.

8. Ad Impression Share

The percentage of times your ads are shown compared to the total number of impressions they were eligible to receive. 

How is Ad Impression Share valuable?

Ad Impression Share indicates how often your ads are seen. Improving impression share can increase brand visibility and reach more potential customers.

9. Click Share

The percentage of clicks received by your ad compared to the total number of clicks it was eligible to receive. 

How is Click Share valuable?

Click share measures the effectiveness of your ads in capturing available clicks. A higher click share means you’re maximizing potential clicks.

10. Customer Lifetime Value (CLV)

The predicted net profit a customer will bring during their entire relationship with your business. 

How is CLV calculated? 

Projected revenue per customer over the customer’s lifetime minus the acquisition cost. 

How is CLV valuable?

CLV helps you understand the long-term value of each customer. Focusing on increasing CLV allows for better customer retention and more profitable relationships.

7 Useful PPC Reporting Tips:

Here are some useful PPC reporting tips you must keep in mind:

1. Include all key elements in your PPC report. Always start by providing a concise summary of the campaign’s overall performance and highlight the goal at the top. Other key elements include campaign comparison, ad performance, keyword analysis, budget allocation, time-of-day analysis, attribution data, and intent and audience-based segmentation. 

2. Tailor each report according to your audience. Highlight the KPIs that matter most to them. 

For example, an executive may only be interested in the end result like the number of lead qualified and conversions. On the other hand, the marketing team may want detailed metrics like lead quality, campaign costs, clicks, engagement, etc.

3. Visualize the data. Make your reports engaging and well-structured. Don’t make it a wall of text, increase the readability with visual cues such as dot points, graphs, charts, infographics and colors. Keep it short and transparent and craft a truly useful narrative to the stakeholders.

4. Use A/B testing to experiment with different ad variations and landing pages, and then incorporate the findings into your PPC reports. This will help you keep track of the elements with positive results. 

Less than 20% of marketers use landing page A/B tests to improve conversion rates; turn this gap into an opportunity and stay ahead of the competition.

5. Analyse mobile vs. desktop vs. tablet. Segment the data insights on your reports by device to understand how your PPC campaigns perform on various platforms. This will help you in the device-specific optimization of your ads.

6. Assess the geo-targeting impact. Analyze the results of campaigns targeted to different geographical locations to optimize regional performance.

7. Utilize automated reporting tools. Embrace the power of automation to save time and effort in generating recurring PPC reports for your clients/team.

Did you know? Marketers who utilize automated PPC reporting tools save an average of 6-10 hours per week on reporting and analysis and are 39% more likely to witness improvement in their overall marketing performance.

Let your PPC campaigns thrive like never before with Growth Nirvana. 

Growth Nirvana’s Full-funnel PPC Reporting Tool offers exceptional features such as:

✅PPC KPI Metrics

Choose from a wide range of KPIs for your PPC reporting and prepare fully customizable, real-time client reports.

✅Campaign level

Identify best and low-performing ads. Get a campaign-wise return on ad spend (ROAS) and measure the full funnel for each campaign. 

✅Keyword / Ad set level

Identify high-value keywords. Find out which keywords bring not only leads but revenue with full-funnel metrics. Get a keyword-wise return on ad spend and boost your paid search results.

✅Reliable data at your fingertips

Great marketing stems from accurate data. Get reliable and authentic data across all channels. Secure powerful insights to understand what is working and what is not, drive better decisions, and strategize effectively.

✅Always on track using pacing report

The automated pacing report tracks your budget, leads, and sales against the target.

✅Schedule automated reports

Schedule your weekly/monthly/quarterly reports straight from the dashboard to your team/client’s inbox.

Book a demo today to get started!

FAQs

Which PPC reporting tool do you recommend? 

Growth Nirvana offers a robust suite of reporting tools, streamlining your PPC reporting process for maximum impact. Our PPC reporting tool integrates seamlessly with ad platforms, collecting data on impressions, clicks, conversions, and more. It compiles data across multiple platforms and builds user-friendly reports, offering a holistic view of campaign performance and actionable insights.

Can I build a multi-channel PPC metrics report?

Yes, Growth Nirvana allows you to connect 300+ platforms and visualize all your multi-channel PPC metrics into a single dashboard. It helps you analyze channel effectiveness, identify low and high-performing channels and include the insights in the PPC reports.

Can I customize the PPC reports to suit my needs? 

Absolutely. Growth Nirvana’s PPC Reporting Tool allows full customization of reports. You can choose the KPIs, metrics, and visuals you want to include, tailoring each report to match your business goals and target audience.