What this dashboard shows
The Google Ads dashboard provides a complete view of your Google Ads performance across Search, Shopping, Display, Video, and Performance Max campaigns. Data is pulled directly from the Google Ads API and presented alongside calculated efficiency metrics.
Access it from Acquisition > Ads Overview and selecting the Google Ads tab, or navigate to the campaign-level view for detailed analysis.
Key metrics explained
Metric | Definition | Why it matters |
Cost | Total amount spent on Google Ads during the selected period. | Your Google Ads investment. Track alongside conversions and revenue to evaluate spending efficiency. |
Impressions | The number of times your ads were shown in Google search results, Shopping listings, Display network, or YouTube. | Indicates your visibility and reach across Google's advertising surfaces. |
Clicks | The number of times users clicked on your ads. | Direct measure of the traffic your Google Ads are driving to your store. |
CTR | (Clicks / Impressions) x 100. | Measures ad relevance. Higher CTR usually means your ads match search intent well. Search campaigns typically see 3-5% CTR; Display campaigns are much lower (0.5-1%). |
CPC | Cost / Clicks. | Average cost per click. Varies significantly by campaign type — Shopping and brand search tend to have lower CPC than generic search terms. |
CPM | (Cost / Impressions) x 1,000. | Cost per thousand impressions. More relevant for Display and Video campaigns focused on awareness. |
Conversions | The number of conversion actions recorded by Google Ads (typically purchases tracked via the Google Ads conversion tag). | Primary performance metric. Note: Google Ads conversions may differ from Shopify orders due to attribution and tracking differences. |
Conversions Value | Total revenue value of all conversions, as reported by Google Ads. | Used to calculate Google Ads ROAS. Compare to Shopify revenue for accuracy. |
ROAS | Conversions Value / Cost. | Return on ad spend for Google Ads. A ROAS of 5.0 means you earned $5 in reported revenue for every $1 spent. |
Cost per Conversion | Cost / Conversions. | How much each conversion (typically a purchase) costs. Compare to your AOV to ensure profitability. |
Order Rate | (Conversions / Clicks) x 100. | The percentage of ad clicks that result in a purchase. Reflects landing page effectiveness and product-market fit. |
Revenue per Click | Conversions Value / Clicks. | The average revenue generated per ad click. Helps compare efficiency across campaigns and ad groups. |
Value per Conversion | Conversions Value / Conversions. | The average revenue from each conversion. Similar to AOV but specific to Google Ads-attributed purchases. |
Video Views | Number of video views from Video and YouTube campaigns. | Relevant for brands running YouTube or video awareness campaigns. |
Campaign breakdown
The campaign table lets you compare performance across all your Google Ads campaigns. Key columns include campaign name, status, channel type (Search, Shopping, Display, Video, Performance Max), spend, conversions, ROAS, and more.
You can sort by any column to identify your best and worst performing campaigns. Use this to make informed budget allocation decisions.
Understanding campaign types
Search: Text ads in Google search results. Typically highest intent and best conversion rates.
Shopping: Product listing ads with images and prices. Essential for e-commerce product visibility.
Performance Max: Google's AI-driven campaign type that runs across all Google surfaces. Provides broad reach but less granular control.
Display: Banner ads across Google's Display Network. Lower conversion rates but useful for retargeting and awareness.
Video: YouTube and video partner ads. Primarily used for brand awareness and top-of-funnel marketing.
Tips and best practices
Focus on ROAS and Cost per Conversion for performance evaluation. High impressions and clicks mean nothing if they do not convert.
Compare Google Ads ROAS to your Blended ROAS. Google's attribution tends to be more conservative than Meta's, so these may be closer in value.
Use the Order Rate metric to evaluate landing page effectiveness. Low order rate with good CTR suggests your landing page needs optimization.
Track CPC trends over time. Rising CPCs may indicate increased competition for your keywords or declining quality scores.
Need help?
If you have questions about your Google Ads data in Datadrew, reach out to us at support@datadrew.io or use the in-app chat widget.
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