How Do I Check The Performance of My Google Ads?

By Sergio Aicardi on July 10, 2019

Every year or so, Google updates its advertising platform and creates some sort of new look and feel to the user interface. If you’re not familiar with the newest version of the Google Ads interface, this blog post will show you how to access meaningful reports. We’ll be focusing showing you how to access campaign, ad group and keyword level reports that show common metrics in a reporting table and linear graph reporting system all available within the Google Ads interface.

It’s important to mention that if you don’t have conversion tracking set up in your account, then you will not see the same type of data being shown in the examples below. Conversions are used to measure meaningful actions that your website visitors complete while on your site or engaging with your ad. The most common types of conversions are phone calls, transactions, quote requests, and live chat conversations. If you’re not tracking these types of actions, you’ll never know if your Google Ads are performing well or not. 

Accessing Your Google Ads Account

The first thing you’ll need to do is gain access to your Google Ads account. To check to see if you have access, go to the Google Ads home page and click the sign in button at the top of the page. To sign in, you will need to use a Google Account email and password. If you can’t sign in, then you probably don’t have access and you will need to request access from your marketing agency. When requesting access to your Google Ads account, make sure that you ask for administrative access so that you can have complete access to your account. When you sign into your account, you should be able to see the Google Ads home page which looks like this:

how to pull conversion reports with google ads

How To View Campaign Reports

Once you’re in your account, navigating to your desired report is pretty easy. First, take note of the different campaigns which are listed all the way to the left side of the screen in the dark column. In the example below, you can see that there are 5 active search campaigns and if you click on the “Campaign” link in the menu to the right of the dark menu, you will see a report showing all campaigns.

accessing campaign reports in google ads

The standard reporting table may not include all of the columns that you want to see but in most cases, it will show you the campaign name first, then the daily budget, then the status and the total number of clicks and impressions. If you don’t see conversions, you will need to add those to your columns by clicking on the columns icon and then adding any columns you want.

How to Add or Modify Columns To Reporting Tables in Google Ads

Adding or modifying columns in your Google Ads report is easy. Simply click on the “columns” icon and then search for the columns you want to add to the report. You can click on any column category you want, then it will open up options for each type of column in that category. Select the column you want, then click, drag and drop it in the column menu on the right side of the columns setting window. You can see existing columns in the columns menu which you can also modify by removing an existing column that you don’t want to see in your reports.

After modifying your columns, you will be able to see the metrics that matter to you. We recommend always including conversions in your reports so that you can compare how much you spend versus how many conversions you generate every day, week or month. This is how we set up our reports for our clients so that they can measure the “cost per lead”. If you sell products on your website, you will also want to set up revenue tracking with Google Analytics.

How To Show Detailed Conversion Reports Using Segments

Showing conversions in your reporting table as columns is great but it doesn’t allow you to see each conversion broken down by conversion action. For example, if you want to see how many call conversions took place, you would not be able to do so using the conversion column solely. To view the individual conversion actions, you will need to add segments to your report. This is very easy to do and can be best illustrated with the video example below:

How To Navigate Between Ad Groups & Keyword Reports

Once you have your columns and your segments set up in your reports, its time to start navigating between campaigns, ad groups, and keyword reports. The columns and segments that you set up can be applied to any of the 3 types of reports and more. To see which keywords are performing better, you would simply navigate to the keyword level report for any campaign (or for the entire account to view all keywords). You can choose to also view ad-group reports which are basically keyword-groups that are categorized for certain things (usually for different locations or services).

Below is a short video that shows you how to navigate between campaigns, ad groups, and keyword level reports. The video will also explain how to review the reports to find meaningful data that suggests your campaign is performing well or poorly.

Now that you know how to navigate your Google Ads account and how to generate meaningful reports – It’s time to evaluate your own account to see if it’s performing the way you want it to. If it’s not, we are always happy to provide a complimentary consultation and recommendation on how to improve your Google Ads marketing strategy.



About The Author

Sergio Aicardi
Sergio Aicardi /

Search engine marketing is what I am passionate about and enjoy doing. I feed off of the knowledge and the fact that SEO is always and will always be changing. Remember, when it comes to SEO, always think like a search engine and you will succeed.