Documentation > Paid Search > Google Ads (Analytics)

Google Ads Campaigns

The Google Ads Campaigns analysis report provides data on the performance of Google Ads campaigns that are connected to the same Google Analytics profile as the domain's campaign in Rank Ranger. A Compare to Past feature allows you to include comparison data for the previous period, same time last year or a custom date range.

Report data can be filtered by Key Metric (sessions, percentage of new sessions, new users, bounce rate, pages per session, etc.), Segment and Goal Conversion type. Goal Value can be displayed in your choice of world currencies.

Important! To view this report Google Analytics must be configured correctly (please refer to our Google Analytics documentation) for the primary domain. In addition, Google Ads must be linked to your Google Analytics profile (refer to Link Google Analytics to Google Ads).

Table of Contents

Screenshots

Traffic Graph
The traffic graph displays the results associated with the Key Metric you select (e.g., sessions, page views, goal completions, etc.). The orange line represents comparison to the previous period (refer to the Date section in Report Options).

Traffic Metric Totals
Enabling the Traffic Metrics Totals option presents Google Ads campaign number of sessions, the percentage of those sessions that are new visits to the site, the number of new users visiting the site, the bounce rate, the average number of pages visited per session and the average session duration for visits to the site. You can also view the change from a previous time period by selecting the Compare to Past option.

By selecting the Conversions Display Goals option, the Ads Goal Conversion Rate, Goal Completions and Goal Value for the selected goal (or the total, if All Goals was chosen) can be included in the report.

Selecting Ecommerce Transactions in the Conversions Display option, displays the Ecommerce Conversion Rate, Transactions and Revenue instead of the Goal metrics above.

Traffic Metrics
The Traffic Metrics table displays sessions, percentage of new sessions, new users, bounce rate, pages per session, average session duration, goal conversion rate, goal completions and goal value per campaign. Note that in the bounce rate column, a lower number indicates a better rate, therefore, the downward arrow is green and represents a positive change.

Google Ads Metrics
The Ads Metrics table displays clicks, impressions, CTR (click through rate), Average CPC (cost per click) and Cost per campaign.

Google Ads Campaigns with Ecommerce Transaction Data

When the report is filtered by Ecommerce transactions, the Ads campaign metrics include Ecommerce Conversion Rate, Transactions and Revenue.

AdWords Campaigns Ecommerce Transactions

The tables can also be filtered, which allows the user to narrow down what is shown within the table.

Report Options

	Dates Select Report Dates from the Report Options calendar tool or select a Custom Date Range in the top right toolbar Check the Compare to Past box and select a period, if desired. If "Previous Period" is elected and the report date range is set to a 31-day month (e.g., July), and the previous month has only 30 days (e.g., June), then the report will include the last day of the month prior to that (e.g., May 31). This is the way the Google calculates the dates in their reports. We also offer a "Calendar Month(s)" option that compares each full calendar month in the report date range to the previous month(s). For example, if you select a report period of April 1 - May 31 (i.e. 61 days), the previous Calendar Months compared will be February 1 - March 31 (59 days), even though the total number of days in the 2 periods are not the same. As opposed to the "Previous Period" setting, resulting in a comparison period of January 30 - March 31 to match the 61 days of April 1 - May 31. The "Same Time Last Year" setting matches exact dates (e.g., January 1, 2018 - June 30, 2018 compared to January 1, 2017 - June 30, 2017).
	Display Settings Enter a report title, if desired Enable Data Source icon(s) if you want Google's logos displayed in the report. Notes Choose to show or hide notes in the top graph. Show or Hide Report Sections Traffic Graph Traffic Metrics Totals Traffic Metrics Ads Metrics Choose to show or hide Google Algorithm Changes
	Select the Google Analytics Key Metric Key Metric is reflected in the Graph above Sessions: the period of time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce etc.) is associated with a session. Page Views: number of pages views on the site Bounce Rate: the percentage of single entry/exit page visits New Users: the number of first-time users during the selected date range Pages/Session: the average number of pages viewed per session Goal Completions: the total number of all goal completions Clicks: the number of clicks received from your Ads campaigns Impressions: the number of impressions received for your Ads keywords on the SERPs CTR: Click Through Rate from your Ads keywords Avg. CPC: the average cost per click Cost: the total cost for the keyword/s
	Select Conversions Type Hide Goals All Goals Specific Goals that appear in the list based on the goals you've set in your Google Analytics account. Ecommerce Transactions
	Ecommerce Currency If e-commerce goals are included, you may select from this list of world currencies to display in the report
	Select a Segment Filter by segments created in your Google Analytics account, for example: All Sessions Android Traffic Bounced Sessions Direct Traffic iOS Traffic Made a Purchase Mobile Traffic Multi-Session Users New Users Non-bounce Sessions Non-Converters Organic Traffic Paid Traffic Referral Traffic Search Traffic Sessions with Conversions
	Filter by Ads Campaign(s) Select which Ads campaign(s) to show using the tick boxes
	Filter by Keyword Enter a Keyword if you want to filter the report by a keyword. Enter a plus (+) before positive keywords and minus (-) before negative keywords with a space between each keyword/phrase in the Filter by Keyword field. Select a logical operator AND/OR: OR operator will include data for any keyword from the specified list, while AND operator will include only data for all keywords in the list More information...
	Click the Apply Changes button.

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Google Search & Ad Metrics Glossary

The below-listed metrics are only for the Google Analytics Universal Profile connection.
Wondering what some of the Google metrics in our reports and graphs mean?

Ad Clicks	Displays the number of times viewers of a banner click on an ad to view the full offer.
All Users	Total of new users and returning users for a given period of time.
Assisted Conversions	Google's measure of any interaction, other than the final click, that led to a consumer converting on a website.
Assisted Value	The total value of the conversions assisted by the channel.
Attribution	The process of assigning credit for sales and conversions to touchpoints in conversion paths. Attribution allows marketers to quantify each channel's contribution to sales and conversions. For example, many people may purchase on your site after searching for your brand on Google. Refer to this Google Support document for more information.
Avg. Time on Site	Displays the average length of time a visitor spent on a particular page or set of pages.
Avg. Value	A calculation of Event Value / Total Events.
Bounce Rate	Displays the percentage of single-page visits (i.e. visits in which the person left your site from the page they entered through without going deeper inside your site).
Completions	The total number of users who have completed all elements defined for a particular goal.
Conversion	A completed activity, online or offline, that is important to the success of your business. Examples include a completed sign-up for your email newsletter (a Goal conversion) and a purchase (a transaction, sometimes called an Ecommerce conversion). Refer to this Google Support document for more information.
Conversion Rate	The number of conversions is divided by the number of total ad clicks that can be tracked to a conversion during the same time period.
Cost	The total cost of Google AdWords campaigns, in currency units defined by the Google account user.
Channel Grouping	A roll-up of traffic sources in the Acquisition reports that groups several marketing activities together. Channel groupings allow you to view and compare aggregated metrics by channel name, as well as an individual traffic source, medium, or campaign name. Refer to this Google Support document for more information.
CPC (Cost Per Click)	Cost-per-click is the average cost an advertiser paid for each click on search ad(s).
CTR (Click Through Ratio)	Displays the Click-through-ratio for an ad. This is equal to the number of clicks divided by the number of impressions the ad received.
Dimension	A descriptive attribute or characteristic of an object that can be given different values. For example, a geographic location could have dimensions called Latitude, Longitude, or City Name. Values for the City Name dimension could be New York, London, etc. Refer to this Google Support document for more information.
Event	A type of hit used to track user interactions with content. Examples of user interactions commonly tracked with Events include downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays. Refer to this Google Support document for more information.
Event Value	A calculation of Total Event * Value.
Exit Rate	How often do users end their session or leave the site after viewing a particular page
Goal	A configuration setting that allows you to track the valuable actions, or conversions, that happens on a site or mobile app. Goals allow you to measure how well your site or app fulfills your target objectives. Refer to this Google Support document for more information.
Hits	An interaction that results in data being sent to Analytics. Common hit types include page tracking hits, event tracking hits, and e-commerce hits. Each time the tracking code is triggered by a user’s behavior (for example, the user loads a page on a website or a screen in a mobile app), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers. Refer to this Google Support document for more information.
Impressions (Ads)	The measurement of how many times an ad is shown.
Impressions (Search Console)	An impression is the display of a website link in search results or an advertisement. This metric accounts for the total number of impressions recorded by Google for a website or ad campaign.
Last Interaction Conversions	The ratio of assisted/last interaction conversions. This is a number that indicates whether this channel primarily results in last interaction conversions or is predominantly assisted conversions. Numbers of 1.5 and higher indicate that this channel is predominantly accounting for assisted conversions, while numbers closer to 0 indicate the channel’s contribution to conversions is predominantly as the last interaction.
Last Interaction Value	The total value of the conversions completed by the listed channels.
Metric	Individual elements of a dimension that can be measured as a sum or a ratio. For example, the dimension City can be associated with a metric like Population, which would have a sum value of all the residents of the specific city. Refer to this Google Support document for more information.
New Users	New Users is based on Google's ga:newUsers metric and represents the number of sessions marked as a user's first sessions.
New Users %	New Users % is based on Google's ga:percentNewSessions metric that represents the percentage of sessions by users who had never visited the site before. It does not represent the number of new users between one period and the previous. In this Google Developer document, it is described as the calculation of ga:newSessions / ga:sessions
New Visits	Displays the number of new visits by people who have never been to the site before.
Organic Traffic	Number of users who find your website ‘organically’ through search results, as opposed to via a paid ad, clicking a link on another site, or from a bookmark they already have saved.
Paid Traffic	Number of visitors to your site who came there via Google Ads, paid search keywords and other online ad campaigns.
Pageviews	An instance of a page being loaded (or reloaded) in a browser. Pageviews is a metric defined as the total number of pages viewed. Refer to this Google Support document for more information.
Permission	The right to perform administrative and configuration tasks, to create and share assets, and to read and interact with report data. Refer to this Google Support document for more information.
Property	A sub-component of an Analytics account that determines which data is organized and stored together. Refer to this Google Support document for more information.
Revenue	Specifies the total revenue or grand total associated with the transaction (e.g. 11.99). This value may include shipping, tax costs, or other adjustments to total revenue that you want to include as part of your revenue calculations.
Roll-Up Reporting	A feature of Roll-Up Properties, which aggregate data from multiple source properties into a single property. Refer to this Google Support document for more information.
Sampling	The practice of selecting a subset of data from your traffic and reporting on the trends detected in that sample set. Refer to this Google Support document for more information.
Segment	A subset of sessions or users that share common attributes. Segments allow you to isolate and analyze groups of sessions or users for better analysis. Refer to this Google Support document for more information.
Session	The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Refer to this Google Support document for more information.
Sessions with Event	The number of sessions during which an Event was recorded.
Source / Medium	Source: the origin of your traffic, such as a search engine (for example, google) or a domain (example.com). Medium: the general category of the source, for example, organic search (organic), cost-per-click paid search (cpc), web referral (referral). Refer to this Google Support document for more information.
Tags	Referring to Google Tag Manager, a Tag is a snippet of JavaScript that sends information to a third party, such as Google. The Analytics tracking code is an example of a tag. Refer to this Google Support document for more information.
Total Events	A total of Events (executions of a specific action) that occurred on a website during a specified period of time.
Unique Events	The number of unique events that occurred on a website during a specific period of time.
Unique Page Views	The number of times a page was viewed during a specific time period.
Views	The number to views a website or specific web page received during a report period.
Visits By Medium	Displays the number of visits by medium through which your site was reached. For example, every referral to a website also has a medium. Possible mediums include: "organic” (unpaid search), "cpc” (cost per click, i.e. paid search), "referral” (referral), "email” (the name of a custom medium you have created), "none” (direct traffic has a medium of "none”).
Visits By Source	Displays the number of visits by source that brought visitors to your website. For example, every referral to a web site has an origin, or source. Possible sources include: "google” (the name of a search engine), "facebook.com” (the name of a referring site), "spring_newsletter” (the name of one of your newsletters), and "direct” (users that typed your URL directly into their browser, or who had bookmarked your site).

We will update this periodically, but in the meantime if there are metrics you're curious about that aren't listed in this glossary, please refer to this Google support document.

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Google Ads Campaigns

Screenshots

Report Options

Dates

Display Settings

Notes

Show or Hide Report Sections

Select the Google Analytics Key Metric

Select Conversions Type

Ecommerce Currency

Select a Segment

Filter by Ads Campaign(s)

Filter by Keyword

Add to PDF Report

Add to Marketing Dashboard

Google Search & Ad Metrics Glossary