Datadrew pulls key performance metrics from your Google Ads account to give you a unified view of your advertising performance. This article explains what each metric means and how it helps your e-commerce business.
Core performance metrics
Metric | Definition | Why It Matters |
Spend | Total advertising cost for the selected period. Google Ads reports cost in micros (millionths of the account currency), which Datadrew converts to standard currency values. | Your advertising budget baseline. Essential for calculating ROAS and understanding your cost structure. |
Impressions | The number of times your ads were shown on Google Search, Display Network, YouTube, or Shopping. | Measures visibility. Compare impressions across campaigns to understand which are getting the most exposure. |
Clicks | The number of times users clicked on your ads. | Directly measures user interest. Unlike Facebook, Google Ads "Clicks" typically means clicks to your website. |
CTR (Click-Through Rate) | Clicks divided by Impressions, expressed as a percentage. | Indicates how relevant your ads are to the audience seeing them. Low CTR may signal the need for better ad copy or targeting. |
CPC (Cost Per Click) | Spend divided by Clicks. | Your average cost for each website visit from Google Ads. Compare across campaigns and ad groups to optimize budget allocation. |
CPM (Cost Per Thousand Impressions) | Cost per 1,000 impressions. Calculated as (Spend / Impressions) x 1,000. | Most relevant for Display and YouTube campaigns where awareness is the goal rather than direct clicks. |
Conversion metrics
Metric | Definition | Why It Matters |
Conversions | The number of conversion actions (purchases, sign-ups, etc.) attributed to your ads based on your Google Ads conversion tracking setup. | Your primary success metric. Ensure your Google Ads conversion tracking is properly configured for accurate data. |
Conversion Value | The total monetary value of all conversions attributed to your ads. | Represents the revenue your Google Ads campaigns are driving. Used to calculate ROAS. |
ROAS (Return on Ad Spend) | Conversion Value divided by Spend. | Tells you how much revenue each dollar of ad spend generates. Compare your Google Ads ROAS with Facebook Ads ROAS in the Blended Metrics view. |
Video Views | The number of times your video ads were viewed (for YouTube and video campaigns). | Relevant if you run YouTube or video campaigns. Helps measure brand awareness and top-of-funnel engagement. |
Data breakdowns available
Datadrew provides several dimensions for slicing your Google Ads data:
By campaign -- See performance for each individual campaign.
By ad network type -- Separate Search, Display, YouTube, and Shopping performance.
By device -- Compare desktop, mobile, and tablet performance.
By hour -- Analyze which hours of the day drive the best performance.
By product -- For Shopping campaigns, see which products generate the most clicks and revenue.
Where these metrics appear in Datadrew
Ads dashboard -- Full Google Ads performance with trends, breakdowns, and comparisons.
Blended Metrics -- Google Ads + Facebook Ads combined for total marketing performance (total spend, blended ROAS, blended CPC).
Hourly Performance -- Time-of-day analysis for Google Ads alongside other channels.
Drew AI -- Ask questions like "What is my Google Ads ROAS this month?" or "Which Shopping campaign has the best conversion rate?"
Need help? Contact us at support@datadrew.io.
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