How to create a Google Ads report: Key metrics and practical tips

Google Ads is one of the most powerful tools for generating qualified traffic and increasing business conversions. To ensure that your investment is delivering real results, it is crucial to monitor the data continuously and in a structured way.

In this article, you will learn about the main metrics that are essential for your Google Ads report and discover practical ways to create it effectively.

Essential metrics for your Google Ads report

We have selected some of the main metrics that provide a complete view of your campaign's performance in Google Ads:

1. Clicks

Indicates the total number of clicks in the campaigns during the selected period.

Screenshot of Google Ads Power BI Report by Kondado

2. Impressions

Shows how many times your ad was displayed.

Screenshot of Google Ads Power BI Report by Kondado

3. Cost

The total amount invested in the campaigns over a specific period.

Screenshot of Google Ads Looker Studio Report by Kondado

4. Conversions

These are actions completed by customers/users, such as purchases, downloads, sign-ups, subscriptions, among others.

Screenshot of Google Ads Looker Studio Report by Kondado

5. CTR (Click Through Rate)

It is a metric that indicates the ratio of clicks on a link, ad, or email compared to the number of times it was displayed to the audience.

6. CPM (Cost per Thousand Impressions)

The amount paid for every thousand times the ad is displayed.

7. CPC (Cost per Click)

The average cost per click on your ad.

Screenshot of Google Ads Power BI Report by Kondado

Ways to create your Google Ads report

You can create your report in the following different ways:

1. Manually

You can export data from Google Ads and manually organize it into spreadsheets or presentations. This option works well for specific reports, allowing you to customize the information, but it takes more time, is prone to manual errors, and is less practical for frequent updates.

2. Using Kondado

With Kondado, you can automate your Google Ads reports. Just connect your account and send the data directly to:

Spreadsheets in Google Sheets or Excel
BI platforms like Looker Studio or Power BI
Databases like Amazon S3 or Redshift

This way, you can create custom reports with automatic updates and interactive charts, all without the need for programming.

3. Using Kondado's ready-made templates

Kondado also offers ready-made and customizable Google Ads report templates, featuring the main metrics already configured and optimized visualizations. Just connect your account, and that's it: your report is ready in just a few minutes, hassle-free.

Get information about the Kondado Google Ads report in Looker Studio.

Get information about the Kondado Google Ads report in Power BI.

Change the way you track your campaigns

Closely tracking Google Ads metrics is essential for making strategic decisions and getting the most out of your campaigns. With Kondado, you automate the process, eliminate repetitive tasks, and focus on what truly matters: analyzing results and optimizing your investment.

Try it now with a 14-day free trial and see how simple it is to turn data into intelligent decisions with Kondado.

Frequently asked questions

What are the essential metrics to include in a Google Ads report?▼

The essential metrics for your Google Ads report include Clicks, Impressions, Cost, Conversions, CTR (Click Through Rate), CPM (Cost per Thousand Impressions), and CPC (Cost per Click). These metrics provide a complete view of your campaign's performance, from audience reach to cost efficiency and actual conversions.

How can I automate my Google Ads reporting instead of doing it manually?▼

You can automate your Google Ads reports using Kondado's data integration platform. Simply connect your Google Ads account and send the data directly to spreadsheets, BI platforms, or databases. This eliminates manual errors and provides automatic updates without any programming required.

What destinations can I send my Google Ads data to with Kondado?▼

With Kondado, you can send your Google Ads data to multiple destinations including spreadsheets in Google Sheets or Excel, BI platforms like Looker Studio or Power BI, and databases like Amazon S3 or Redshift. You can also explore specific integrations such as the Google Ads to Redshift pipeline for data warehouse storage.

Does Kondado offer ready-made Google Ads report templates?▼

Yes, Kondado offers ready-made and customizable Google Ads report templates with the main metrics already configured and optimized visualizations. You can get started quickly with templates for Looker Studio or explore other visualization options to have your report ready in minutes without any hassle.

What are the drawbacks of manually creating Google Ads reports?▼

Manual reporting involves exporting data from Google Ads and organizing it in spreadsheets or presentations. While this works for specific reports and allows customization, it takes more time, is prone to manual errors, and is less practical for frequent updates compared to automated solutions.

How does tracking Google Ads metrics help improve campaign performance?▼

Closely tracking Google Ads metrics is essential for making strategic decisions and maximizing your campaign ROI. By monitoring metrics like CTR, CPC, and Conversions continuously, you can identify what's working, optimize underperforming areas, and ensure your advertising investment delivers real business results.

Written by

Thassyo Pereira·Published 2025-05-07·Updated 2026-04-25