Dashboard 10 – AdWords performance

Dashboard 10 – AdWords performance

AdWords performance dashboard

Who needs this Google Analytics dashboard?

  • Anybody who runs Google AdWords campaigns and sells products through their website


  • Google Analytics E-commerce Tracking must be running
  • Your AdWords and Analytics accounts must be properly linked

How can this dashboard help you?

This dashboard contains 10 widgets that allow you to quickly assess the success or failure of your AdWords campaigns.

  • View your total revenue generated by your AdWords ads
  • See how much you pay Google
  • Understand which campaigns and ads groups that perform
  • Identify areas that require special attention

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Contents of dashboard

How much revenue did AdWords get you

This figure answers the simple question “How much revenue did AdWords get you?”.

It will usually show the aggregated revenue figure including local VAT but excluding shipping charges for all orders placed by customers who found your website through your AdWords campaigns.

A filter removes all revenue that isn't recorded as AdWords revenue, it's therefore crucial that your AdWords and Analytics accounts are properly linked.

Read how to link your AdWords and Analytics accounts

How much did you pay Google

This widget shows your total AdWords expenses during the period in question, i.e. how much money have you paid Google for delivering traffic to your website.

Which 5 campaigns gave you the highest revenue

Here you will see which individual Adwords Campaigns that are pulling in visitors, how much you paid Google for that traffic and whether those potential customers swept their credit cards before they left your store.

The “Product revenue” metric shows you the total revenue (usually including local VAT but excluding shipping charges) generated by each individual AdWords campaign.

The “Cost” metric shows you the amount of money paid to Google.

A filter has been set up to weed out all orders that are not related to AdWords.

You can easily make it a “Top 10 Campaigns” widget instead of a “Top 5 Campaigns”, just click “edit” on the widget and change the default number of entries to show 10 campaigns instead of 5.

Which 10 ad groups gave you the highest revenue

This widget is very similar to above “Widget 3 – Which 5 campaigns gave you the highest revenue”. The only difference is that the figures are drilled down one level and now shows Top 10 ad groups rather than Top 5 campaigns.

Given that your AdWords account should always have a lot more than 5 Ad Groups, you will only see a small part of your entire AdWords data here.

AdWords expenses and revenue

This is a visual representation of your AdWords expenses and revenue.

The X-axis is time.

The light blue line is your AdWords expenses

The dark blue is the revenue generated by your Adwords campaigns.

This graph is really only useful if you have a fair bit of data to look at.

It's however a very handy report if you need to assess the trend of expenses and income during the course of time.

Top 10 products AdWords only

Look at this report if you want to know which products that AdWords helps you get across the counter.

The products listed here have been sold to people who found you by clicking on your AdWords ad.

AdWords purchases made on PCs and laptops

This figure shows revenue from customers who clicked on your AdWords ad from a laptop or stationary pc.

AdWords purchases made on tablets and smartphones

This figure shows revenue from customers who clicked on your AdWords ad from tablet (fx. iPad) or a smartphone (fx. iPhone).

Conversion rates on your AdWords campaigns

This table shows how large a share of your AdWords visitors that turn into customers.

A high conversion rate is good, but it's not possible to tell you exactly what is should be. Anywhere between 1 and 15% can be acceptable.

Bounce rates on your AdWords campaigns

High bounce rates on your AdWords campaigns will surely diminish the overall return of your AdWords investment.

A visitor bounces if he clicks on your ad, sees only your landing page, and then leaves your site again.

If your bounce rate is higher than say 30% or 40% then either

  • your product is not attractive enough
  • your product is too expensive
  • you promised something in your ad copy that your site doesn't deliver
  • you selected a wrong landing page
  • your website looks ugly
  • you're out of stock

What to watch out for?

  • Are you making or losing money?

Use “Widget 1 – How much revenue did AdWords get you?” and “Widget 2 – How much did you pay Google?” to assess the overall profitability of your Google AdWords advertising.

If your margin is negative or unattractive, then either stop or fix your AdWords campaigns.

Quite often significant cost reductions can be achieved if an experienced AdWords consultant reviews and optimitizes your campaigns.

However, even the best AdWords professional cannot turn a website with low conversion ratios and/or poor products into an AdWords succes.

  • Are you saying “No” to more business?

Do the figures in Widget 2 – How much did you pay Google? fluctuate from day to day?

  • If it stays at pretty much the same level every day, then you might be hitting the daily maximum spend per Adwords campaign. You should never hit your daily AdWords spend limit (we will soon explain you why in a separate blog post).
  • If the figure is zero, check whether your AdWords account balance needs a refill.

  • Pushing it to the max!

Use “Widget 6 – Top 10 Products (AdWords only)” to single out the products that really sell well through AdWords.

If you are making attractive returns on selling those products make sure that your related AdWords ads are fully optimised and frequently shown at the very top of the search results.

You should usually aim at an average ad position of somewhere between 1,1 and 1,5, but make sure to regularly keep an eye on overall profibility when gradually increasing your bids.

Typical pittfalls when looking at this dashboard

  • Impatience => Too few data => Hasty conclusions

Make sure that you have a sufficient amount of data before taking decisions.

Too few data means that your data are not statistically significant.

Read more about statistical significance

  • Missing link between your AdWords and Analytics accounts

Make sure that your Adwords and Analytics accounts are linked properly, otherwise the dashboard will be completely misleading.

Read how to link your AdWords and Analytics accounts

  • Forgetting the big picture

Don't underestimate the return on investment of your AdWords campaigns.

If people find your website through an AdWords ad on their smartphone and buy through their laptop, then the revenue won't be attributed to AdWords but more likely to direct traffic.

Likewise the AdWords revenue figures only show the value of the first purchase – it doesn't really tell you anything about the lifetime value of a new customer.

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  • About the author

This dashboard is designed by Troels Kjems, a Danish AdWords consultant.

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