last Updated 2 May 2022

5 PPC Reporting Best Practices That Will Help You Drive Better Results

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How do you find what works in the ever-changing world of PPC?

Pay-per-click campaigns can boost your advertising efforts, but they may feel demanding to keep track of - there are more and more competitors every day, and you need to be ready to take action when you notice a drop in the campaign’s performance.

Good PPC reporting will help you understand what you’re doing right and what can be improved. If you’re not sure where to start when creating a report, we’ve prepared this brief guide to help you out.


Set a Goal

The first, and the most important step of running an effective PPC campaign and creating a valuable report is to set a campaign goal.

Without it, you won’t be able to determine what metrics you should track or whether your campaign has succeeded.

Your goals may vary from increasing sales, raising brand awareness, boost your website traffic, and more.


Pick the Right Tools

What you’ll use to monitor and analyse your data is just as important as the data itself. If you pick the right tools, you can save precious time by automating certain tasks. Some tools also offer more metrics than others, so you may have an even more in-depth insight into your PPC results.

Other than Google’s PPC tools, which are used most commonly, you may want to try Databox, Cyfe, Reporting Ninja, Supermetrics, etc.



When you know your goal, identifying the right metrics that will tell you if you’ve reached it shouldn’t be too challenging. You can choose high-level and low-level KPIs that will help you determine if your overall business goal has been accomplished and how close you are to each of your team’s goals.

Although the metrics you’ll track depend on what you’re looking to do with the campaign, these are some of the most commonly monitored PPC metrics:

  • Campaign goal
  • Conversions
  • CPC
  • CPA
  • ROAS
  • Ad CTR
  • Ad CTR
  • Ad Targeting
  • Impressions
  • Impressions
  • Attribution models, etc.


OrganiSe Your Data Logically

PPC reporting tools play an important role in organizing your data, too. To understand it better, your data needs to be displayed logically - one of the best practices is to present it from general to detailed. That way, a person reading the report can focus on the overall outcome of the campaign without getting into specifics, if that isn’t necessary.

And a quick note: don’t include too many metrics in your reporting. Tracking only the most relevant ones will give you a clearer picture of your campaign’s success than stuffing your report with numerous irrelevant metrics that don’t contribute to the analysis.


Get Ready for Action

Finally, after analysing the report, it’s time to create actionable steps towards driving better campaign results in the future. Identify the moments when your campaign activity plummeted and try to find out why it happened so you can prevent it next time.

If your PPC campaign exceeded your expectations, it’s essential to retrace your steps and determine exactly what caused that success. That way, you can replicate the strategy that works in the future and generate an even better outcome.

Putting Your Data Together

By implementing these five practices - which are essentially five logical steps towards a quality PPC report - you’ll be able to make the most out of your PPC analytics.

Creating a report that tells a story is just as important as tracking your data, and the better it’s organized, the more you can learn from it and apply it to your next campaign.

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

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