Chapter 16
Ad Campaign Metrics That Matter
IN THIS CHAPTER
Exploring Google Ads reporting
Creating custom reports and dashboards
Defining the metrics to measure
Optimizing the performance of your ad campaigns
The biggest challenge people face when it comes to reporting is understanding which metrics really matter. Not all are equal, and metrics that matter can be something of a philosophical choice based on how you, as a marketer, think and operate.
It’s my belief that amateur marketers neglect their reporting, whereas sophisticated marketers make time every day to understand how their target audience are responding to their campaigns, iterating, evolving, and optimizing. A marketer should know how the reporting tool works and how to interpret the data and act.
In this chapter, I walk through the reporting capabilities of the Google Ads interface. I also describe the various metrics that you can use to evaluate and improve the performance of your campaigns.
The options you see in ...
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