The Paid Search dashboard is pre-filtered to only include data from paid search channels. It's designed to give you a granular look into your advertising campaigns. Note the additional filter at the top allowing you to filter by campaign name.
KPI summary
Several of the KPIs in this dashboard mirror what can be found in the Marketing homepage, with a few additions.
Ad spend
The ad spend is taken from Google Ads.
Impression share
The percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. This metric is taken from Google Ads.
Click through rate (CTR)
Calculated as the number of clicks an ad receives divided by the number of times it is shown. This data is taken from Google Ads.
Cost per click (CPC)
Calculated as the total cost of your clicks divided by the total number of clicks.
Conversion rate
The percentage of website visitors that place an order, as tracked by Google Analytics.
Cost per conversion
Calculated as ad spend divided by the number of conversions.
Return on ad spend (ROAS)
The amount of revenue earned for each dollar spent.
Customer acquisition cost (CAC)
The average marketing cost of acquiring a new customer.
KPI deepdive
Like in other dashboards, the deepdive allows you to view two charts side by side, choosing the KPI, split and type for each chart.
As well as the usual splits, these charts can be segmented at a more granular level - by marketing campaign, ad group or ad.
KPI scatter
The scatter graph allows you to examine the best and worst performing campaigns, ad groups and ads. KPIs that are calculated as ratios can be displayed in this way.
Choose from:
Impression share: Impressions ÷ Max impressions
Conversion rate: Orders ÷ Sessions
Cost per click: Ad spend ÷ Clicks
Cost per conversion: Ad spend ÷ Orders
ROAS: Gross revenue ÷ Ad spend
CAC: Ad spend ÷ Customers acquired
The chart allows you to quickly identify outliers, so you can tell where certain campaigns or ads are under- or over-performing. Hover over a data point to see the name and values.
Table breakdown
Select data points from the KPI scatter to populate the table breakdown. Do this by clicking and holding to highlight an area covering the data points of interest.
The table breakdown will then load, displaying the Paid Search KPIs for the relevant campaigns, ad groups or ads.