Google Ads report


The Google Ads report shows you which campaigns from Google Ads result in traffic on your website. It combines data from Google Ads with data from Piwik PRO like sessions, bounce rate, goal conversions. By digging into this report, you’ll learn which campaigns are bringing visitors to your website and turn them into customers.

The Google Ads report works only if you’re integrated with Google Ads. If you’re not, follow integration guidelines for Piwik PRO Cloud or Piwik PRO Private Cloud and On-premises.

Google report in Piwik PRO.

Note: Our integration downloads campaigns supported by Google Ads API. These campaign types aren’t avaliable via the Google’s API: DiscoveryPerformance Max. You won’t see them in reports in Piwik PRO.

In Google Ads report, you’ll see eight subreports:

  • Accounts: This report shows Google Ads accounts connected to your website in Piwik PRO. 
  • Campaign performance: This report shows campaigns set in Google Ads that bring traffic to your website.
  • Ad group performance: This report shows ad groups set in Google Ads that bring traffic to your website.
  • Keyword performance: This report shows keywords set in Google Ads that are used to display ads.

Note: We recommend that you use auto-tagging in Google Ads. This setting allows Piwik PRO to match keyword data from Google Ads with data from Analytics like sessions, bounce rate, goal conversions. If landing page URLs are not tagged with utm_term, you won’t see analytics data in this report.

  • Landing pages: This report shows page URLs where visitors were sent from ads or keywords on Google Ads.
  • Ad performance: This report shows ads set in Google Ads that bring traffic to your website.
  • Performance by day of week: This report shows how much traffic your ads generate each day of the week. It combines data about clicks, cost, and goal conversion. 
  • Ad distribution network: This report shows where your ad was displayed. The networks are: content, mixed, search, search partners, unknown, unspecified, YouTube search, and YouTube watch.

To view the report, follow these steps:

  1. Go to Menu > Analytics.
  2. Navigate to Reports.
  3. On the left, click Google Ads.
  4. View the report.
    Google report in Piwik PRO
  5. To access Google Ads subreports, click the report name.
    Google report in Piwik PRO
  6. To access specific sections of the report, click the section name.
    Google report in Piwik PRO
  7. Also, whenever you see a nested dimension in the report, you can click the dimension to dig deeper into data.
    Google report in Piwik PRO

    Note: A question mark (?) next to the cost or average CPC in Google Ads report marks values with mixed currencies. When you merge Google Ads accounts with different currencies, data about cost and average CPC are inaccurate. Piwik PRO can’t change currencies, so you see summed up values for various currencies in reports.

  8. If you want to see two dimensions in a single view, click + and choose a dimension.
    Google report in Piwik PRO

Metrics in the report

In the Google Ads report, you’ll find the following metrics:

  • Clicks (Google Ads): The number of times people click on your ad.
  • Cost (Google Ads): The amount you’ve paid for your ads in Google Ads. 
  • Average CPC (Google Ads): Average cost-per-click (CPC) is the amount you’ve paid for your ad divided by its total clicks. Average CPC = (Cost / Click) * 100%
  • CTR (Google Ads): Click-through rate (CTR) measures how often people click your ad in Google Ads after it’s shown to them. CTR = (Clicks / Impressions) * 100%
  • Sessions: The number of sessions performed by visitors. A session starts with the first event and ends 30 minutes after the last event (after the session is over).
  • Bounce rate: The percentage of sessions during which visitors viewed only one page and didn’t continue to another page view, goal conversion, or e-commerce conversion. Bounce rate = (Bounces / Sessions) * 100%
  • ROAS (Google Ads): Return on ad spend (ROAS) shows if your ad spend in Google Ads has returned in revenue from conversions. ROAS = (Goal revenue + Ecommerce revenue) / Cost (Google Ads)) * 100%
  • Goal conversions: The number of completed goals during a session.
  • Goal conversion rate: The percentage of sessions during which visitors completed a goal. Goal conversion rate = (Sessions with a completed goal / Sessions) * 100% (You need to set goals to collect this data.)
  • Sum of goal revenue: The revenue counted for the goal. (You need to set goals to collect this data.)

You can apply segments to this report, export this report to the CSV, XML, JSON, or JSON (KV) file format, or customize the report.

Tip: Learn how to use metrics and dimensions from Google Ads in custom reports.

Click vs. session data

Sometimes you may see that the number of clicks is way higher than the number of sessions. Here’s why this can happen:

  • No consent: If you use a consent form and don’t collect data from visitors who don’t consent, session data won’t be collected. Example: A visitor clicks on an ad, but in Piwik PRO they don’t agree to data collection. In that case, a session is not created.
  • Closed tab: A visitor clicked on an ad and closed the tab before the landing page was loaded.
  • Many clicks on the same ad: A visitor clicked many times on an ad during a 30-minute session. Google counts every click and Piwik PRO still sees the same session.

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