The Ads Overview page provides a high-level overview of your ad performance. Use this page to track the effectiveness of your ads and plan future decisions. By using the custom filters, you can dial into the specific stats you need and make plans based on data!
When reviewing your stats, its best to start by filtering. The right column displays several helpful filters that allow you to dig into specific dates, channels, ad types, or a combination of the three.
When you select a date range, a comparison will also display below. For example, if you select a date range of 'one week', it will be compared to the week prior to your selection. If you select a custom date range that includes the last 8 days, the stats will be compared to the 8 days prior to that. This gives you the ability to see trends and comparisons in your stats.
Filter by Channel
Select a specific ad channel to review. This will re-load all the graphs on the page to show only the channels you select. Note the color codes that are associated to each channel. These are used throughout the other graphs. If no channels are selected in the left column, the stats that display will be for all channels combined. Make a selection to see the stats for specific channel(s).
Filter by Type
Select which ad type you'd like to review. Similar to the Channel filter above, if you do not select a specific type, the graphs will display the combined overall stats.
The Overall results graph displays clicks and cost per click. The dark blue bars display the number of clicks and correlate to the left axis that counts from 0 to 1k. The light blue bars display cost per click and correlate to the right axis that counts upwards in dollar amounts.
|Impressions||A count of the total number of times your ads display on someone's search results.|
|Clicks||The total number of times a user clicked on one of your ads.|
|Conversions||The number of times that an ad click led to a user taking an action (i.e. submitting a "Contact Us" form or calling you).|
|Cost Per Impression||The average cost you are paying per every 1,000 impressions.|
|Cost Per Click||The actual price you pay for each ad click.|
|Cost Per Conversion||The total cost paid for your ad in relation to its success in achieving its goal (i.e. a user converting into a customer).|
All other graphs on the lower portion of the page change per the date filter settings. Each comparison shown below the stats is a comparison of the current period vs the previous one, based on your date filter. If you've filtered your results at the top of the page to show one week, each comparison will show the current week vs the prior week.
The Overall Visibility panel displays stats for the visibility of your ads. This gives you helpful info on how often your ads being displayed to users searching the web.
|Impressions||A count of the total number of times your ads display on someone’s search results.|
|Market Share||The percentage of your ads vs. overall number of ads that displayed in audience for the same search term.|
|Cost Per Impression||The amount you will be charged when your ad is shown per one thousand impressions. This also helps to determine other calculations for ads such as cost per click and click-through rate.|
Say, for example, you're targeting the keyword 'lawyer' for searches that happen in the in Denver area. If 100 users search that phrase, and your budget of $200 allows your ad to display 25 times, you have 25 impressions, a 25% market share for that keyword, and your cost per impression is $8.
The Overall Engagement panel displays stats for how often users are taking action by clicking your ads.
|Clicks/Engagement||The total amount of users that clicked your ads.|
|Click/Engagement Rate||The percentage of users that clicked your ads out of all those that saw them.|
|Cost/click||A breakdown of the cost for each click.|
The Conversions panel displays stats for how many users are making conversions on your site after clicking an ad. Conversions include form submissions, click-to-calls, and eCommerce purchases.
|Conversion rate||The amount of total conversions out of the total number of impressions.|
|Cost Per Conversion||The breakdown cost of each of these conversions.|
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