Analyze your Google Ads performance

If you have not already, make sure to link your Google Ads and Google Analytics accounts to unlock key analytics features.

This will allow you to:

• View how people navigate to your website (e.g., from your ads, organic search, etc.) and how they engage with individual web pages.
• Sync Google Analytics metrics (session duration, bounce rate, etc.) into Google Ads to measure your audience engagement on an ad’s landing page.
• Create key reports to better visualize your advertising and website data.

Learn more about monitoring your advertising with Google Analytics.

There are several ways to analyze your ad performance in Google Ads Manager. Use the following tools to gauge the performance of your first ad campaign:

Keywords

• In the Keywords tab, review how many clicks, impressions, and conversions are coming from your keywords. You’ll see a quality score which indicates whether or not these terms are working well for your ads.
• You can also click into Search terms to see what search terms lead people to your page. If there are popular terms that you aren’t using as keywords, you can add them as keywords going forward.

Ads & assets

• Within Assets, monitor the number of clicks, impressions, conversions, and costs associated with each ad. To see the number of clicks on each individual asset within your ad (headline, extensions, etc.), click View Assets Details.
• Within Combinations, see which combination of assets performs best and ensure that your ads appear as intended.

Ad groups and campaigns

• Similar to the Ads tab, review the Ad groups tab to view data around the joint performance of your keywords and ads.
• Your Campaigns tab will surface data around the overall ad campaign (including all ad groups within that campaign). Keep a close eye on the campaign’s Optimization score to estimate how well your account will perform (scores range from 0-100%, with 100% noting top performance).
• Use Google’s Observation setting to monitor how ads perform when they are live in your account.

Conversion tracking

• To measure the efficacy of your ad, monitor the number of conversions it generates. Set up conversion tracking based on the type of conversion you’d like to monitor (e.g., store purchases, phone calls to your brand, app downloads, etc.).

Once you access your data, the fun begins! Begin by identifying what’s working and where to improve, then generate a plan to implement new strategies based on your results.

Write down data points that stand out, taking note of where you excel or fall behind in initial goals. You can use spreadsheets (like Google Sheets) to log your current metric performance, your goals for the future, and any results after implementation.

Additionally, think back to that initial estimated ROAS calculation. Is your ad meeting or exceeding your ROAS expectations? Analyzing your data will give you the answer.