7 Things You Need to Include in an Effective PPC Report

By Jake Peterson December 14, 2021
graphic: effective pay per click reports

Ask different people what success means for them, and they’ll each give you a different definition. It all depends on how they perceive life and what they’re looking to achieve.

The same goes for your PPC campaigns and reports.

There isn’t one right way to create a PPC report because the metrics you’ll be monitoring depend on your campaign and business goals.

Do you want more sales? You’ll likely be tracking conversions. Are you looking for more clicks and traffic to your website? Then you’ll be looking at CPC.

Here’s our list of the seven things you’ll need to include for an effective PPC report.

Campaign Goal

As we’ve mentioned, it all starts with setting a goal. It’s important to highlight it in your report. Especially if you’re sending it over to a client!

Stating the campaign goal before you proceed to analyze the data gives a complete insight into the campaign performance and helps connect other information more quickly and with more sense.

You’ll also be able to circle back on weekly, monthly, bi-monthly reports and measure your current standings against your initial goal.

Ad Targeting

tracking digital ads

Does your PPC campaign contain multiple ads? In that case, a good report will display several ad groups or ad targeting. While search ads may not offer the same targeting as social ads, you can still tweak your targeting to ensure the best ROI.

That will make it easier to interpret and understand how each ad performs over a specific time period. When you learn that, you can make a conclusion about different segments of your audiences and include these new findings in your future strategies.


Return on ad spend (ROAS) is an essential metric you need to track in any PPC campaign. Vanity metrics such as engagement rate and quality scores can get you carried away, but they don’t tell you as much about your campaign success.

On the other hand, ROAS clearly shows you if your ad can acquire new customers and be cost-effective at the same time. Many marketing experts agree that, in the end, that’s the only thing that truly matters in PPC.


Breakin news: you should aim for a low cost-per-click rate. A low CPC rate means you’re spending less money and hopefully getting the most bang for your buck.

However, this metric doesn’t say a lot if you look at it on its own in a vacuum. Combined with your conversion rate, it can reveal much more about your final campaign ROI. For example, you may have a higher than average CPC, but is your conversion rate high as well? If so, you could still be satisfied with your ROI.

Just because CPC is low doesn’t mean your campaign is going well. Make sure and look at CPC with other metrics as well.


Cost-per-acquisition is an important metric, but only if you’re able to assess the quality of your conversions. A high CPA doesn’t mean much if your conversions are low-quality. However, tracking this number can help you work with the sales team on improving the value of the leads that may come in the future.

If you’re working with a client, you will have to talk with them to assess the quality of any new leads. As the agency, you may not be privy to that information from the start.

CPA can also help you calculate the cost of one sale, and see if it pays off compared to your product or service price.


By tracking your ad’s click through rate, you can discover a lot about the quality and relevance of your ads. Are your visuals ompelling and efficient? Is your ad copy effective and engaging? Is it easy to read? If so, your CTR is likely to be 2% or above. The average CTR for Google ads is about 1.9%. Anything higher than that and you’re doing great.

If you find that your CTR is below this percentage, you may want to revisit your ads and make some adjustments.


What’s an ad without any conversions?

If you need a specific answer to whether your PPC campaign has accomplished the desired goal, you’re most likely to find it in the number of conversions.

It’s probably the only must-track KPI in any PPC campaign, as results are what counts. By measuring conversions and comparing them to what you achieved last month, last week, or last quarter, you can easily attribute your success to a specific change you’ve made.

Tracking the Right Metrics

You’ll find conversions, CPA, ROAS, and similar metrics in most PPC reports.

However, your choice will largely depend on what the goal of your PPC campaign is. It’s essential to look at your data as a whole and try to determine what caused sudden increases or decreases in your numbers.

That way, you’ll better understand how your campaign is performing and make an actionable plan to improve it.

If you need help getting your next PPC campaign set up, don’t hesitate to reach out and get in touch with our digital marketing team.

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