Reporting
How to Read a Google Ads Report
By Adedon · Updated 2026-08-14
How do you read a Google Ads report?
Read a Google Ads report by confirming which conversions are in the columns, splitting brand from non-brand when it matters, checking spend versus plan, then looking at CPA or value, then diagnostics (CTR, CPC, impression share, search terms). Performance Max needs its own chapter so it cannot hide inside branded Search success. Recommendations should cite queries or assets, not only a color-coded optimization score.
Conversion columns lie when misconfigured
‘Conversions’ versus ‘all conversions’ can change the story. Primary actions should match the meeting’s language. If the report uses the wrong column, stop and fix it before discussing bidding.
Brand split
If brand is 80% of conversions, say so at the top. Otherwise non-brand looks like a failure or a miracle depending on the blend.
Search terms and negatives
A Google report without a waste-and-wins query note is incomplete for Search. This is the part a dashboard often skips and a manager should not.
Impression share
Lost IS (budget) versus rank tells you whether to talk money or quality. Use it on the campaigns that matter, not as an account average.
PMax opacity
Include what Google gives you and what it does not. Do not fill the gap with confidence. Adedon will label inference here more aggressively than on Search.
Frequently asked questions
Should Google Analytics be in the Google Ads report?+−
As a supplement, if you are not double-counting. Pick a conversion source of truth per action.
How do I read Quality Score in a weekly report?+−
As an exception list (keywords with poor landing-page scores), not as an average to celebrate.
Is conversion delay in the report?+−
It should be, for lead gen. Early-week CPA on a slow closer needs a footnote.
Related services
Advertising Reporting
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Google Ads Management
Search, Performance Max, and Demand Gen managed with conversion tracking and bidding that match how you actually make money.
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