Skip to main content
Book a Demo

May 05, 2023

How to Build an Effective PPC Report: Best Practices and Key Components

PPC advertising can be a powerful tool to drive traffic, leads, and sales for your business. However, with an effective PPC report, it can be easier to determine the success of your campaigns and make data-driven decisions to optimize your ads.

This guide will cover the best practices and key components of building an effective PPC report, including choosing the right metrics, visualizing data, and using the right reporting tools. With these tips, you can create a comprehensive and insightful report that helps you track progress, identify opportunities, and achieve your campaign goals.

What is a PPC report?

A PPC report is a document that provides an overview of the performance of a pay-per-click (PPC) advertising campaign. The report typically includes data on metrics such as clicks, impressions, conversions, and cost per click (CPC). It is used to evaluate the effectiveness of the campaign in meeting its goals.

PPC reports can be customized to fit the needs of different stakeholders, such as clients or team members, and can be used to inform decision-making, optimize campaign performance, and communicate progress toward goals.

What should be included in a PPC report?

So, how to build an impressive PPC report? A PPC report should include the following details:

Date range

It is important to specify the time period for which the report is being generated to help understand the performance of campaigns during that period.

Campaign goal

The report should clearly state the goal of the PPC campaign, whether it is to generate leads, drive sales, increase brand awareness, or any other objective.

Ad targeting

The report should mention the specific audience the campaign targets, including demographics, location, interests, and behavior.

General traffic metrics

This includes data on the number of clicks, impressions, click-through rate (CTR), and cost per click (CPC) to give an overview of the campaign's performance.


KPI stands for Key Performance Indicators, which are measurable values that indicate how effectively a business is achieving its goals and objectives. KPIs can vary depending on the industry, business goals, and metrics most important for measuring success.

  • CPC (Cost Per Click): This measures the cost of each click on an ad and is a key metric for determining an ad campaign's effectiveness.
  • CTR (Click-Through Rate): This measures the percentage of people who click on an ad after seeing it and indicates how engaging the ad is.
  • CPA (Cost Per Acquisition): This measures the cost of acquiring a new customer and is an important metric for tracking the profitability of marketing campaigns.
  • ROAS (Return On Ad Spend): This measures the revenue generated by a marketing campaign compared to the cost of running the campaign and indicates how profitable the campaign is.
  • Conversions: This measures the number of desired actions users take on a website, such as filling out a form or making a purchase, and is a key metric for tracking the success of a website or marketing campaign.

Attribution data

This data provides insights into the customer journey and helps understand the contribution of each channel or touchpoint in the conversion process. This data can help optimize the PPC campaign and improve its performance.

How to create a PPC report

Creating a PPC (Pay-Per-Click) report is essential to monitoring and evaluating your PPC campaigns' effectiveness. Here are some steps you can take to create an effective PPC report:

Choose your metrics

Determine which metrics you will use to measure the performance of your PPC campaigns. Some important metrics include clicks, impressions, click-through rate (CTR), cost per click (CPC), conversion rate, and return on ad spend (ROAS).

Tell a story with your data

Use visual aids such as charts and graphs to make the data more engaging and easier to understand. Use the data to tell a story about the performance of your campaigns and to highlight areas of strength and weakness.

Segment performance based on intent

Segment your data based on intent, such as brand keywords vs. non-brand keywords, to gain more insight into which campaigns are performing well and which ones may need improvement.

Aggregate your numbers

Aggregate your data to show overall campaign performance as well as performance at the ad group, keyword, and ad level. This will help you identify trends and patterns that can inform your decision-making.

Be transparent

Provide clear explanations of your metrics and how you arrived at your conclusions. Also, be transparent about any limitations or caveats to your data.

Check against industry benchmarks

Compare your performance to industry benchmarks to understand better how well your campaigns are performing relative to others in your industry.

Provide a summary

Provide a brief summary of your report's key findings and recommendations for how to improve campaign performance based on the data.

Things to avoid in PPC reporting

The effectiveness of the insights derived from a PPC report is only as strong as the data is presented. Hence, you should avoid the following while creating a PPC report:

Focusing on the wrong metrics

It's important to focus on the metrics that are most relevant to your campaign goals. Avoid reporting on irrelevant metrics or focusing on vanity metrics that may not provide insights into the performance of your campaign.

Using the wrong PPC reporting visuals

The visuals used in your PPC report should be clear, concise, and easy to understand. Avoid using complex visuals that may need to be clarified for your audience or make it easier for them to interpret the data.

Spending more time on PPC reporting than optimizing

While PPC reporting is important, it's also important to remember that it's just one aspect of your overall PPC strategy. Avoid spending too much time on reporting at the expense of optimizing your campaigns for better performance.

PPC reporting tools to make your life easier

You can avoid any unnecessary hassles and create an effective PPC report with a great tool. Here are some options you can choose from:

Arena Calibrate

Arena Calibrate is a marketing analytics platform that provides businesses with a comprehensive view of their marketing performance across different channels. It allows businesses to track key metrics such as website traffic, engagement rates, conversion rates, and revenue and provides real-time data updates for better decision-making.

One of the standout features of Arena Calibrate is its customizable reporting. Businesses can easily create custom reports that highlight the metrics that are most important to them and can easily share these reports with team members or stakeholders. The platform also offers interactive dashboards that allow businesses to drill down into their data and gain deeper insights into their marketing performance.

Another key feature of Arena Calibrate is its ability to integrate with a wide range of marketing tools and platforms. This allows businesses to easily import data from sources such as Google Analytics, Facebook Ads, and HubSpot, and provides a centralized platform for tracking and analyzing marketing performance.

Arena Calibrate is a powerful marketing analytics platform that offers businesses a range of features for tracking, analyzing, and optimizing their marketing performance. The tool offers customizable reporting, interactive dashboards, and seamless integrations, making it a top choice for businesses looking to improve their marketing ROI.

Platform-specific reports (Google Ads, Facebook Ads, etc.)

PPC reporting tools are essential for creating and sharing reports that help track the progress of your advertising campaigns. Platform-specific reports are particularly useful for marketers who advertise on specific platforms like Google Ads, Facebook Ads, LinkedIn Ads, etc.

These platforms have built-in reporting tools that allow advertisers to track performance metrics and analyze campaign data.

For example, Google Ads offers a variety of reports that provide insights into campaign performance, including search terms reports, keyword reports, and ad performance reports. Facebook Ads also provides a range of reports, such as ad performance reports, audience insights reports, and campaign performance reports.

Using platform-specific reporting tools can save time and effort in creating reports, as the data is already organized to make it easy to analyze and interpret. These reports can be customized to fit specific needs and shared with team members, clients, or stakeholders to inform them of campaign performance.

Additionally, many platforms allow users to schedule automated reports to be sent at regular intervals, making it easier to stay on top of performance metrics without manually generating reports each time.

Google Analytics

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It provides marketers with a wide range of data related to website performance, user behavior, and traffic sources.

Google Analytics can also be used to track the performance of advertising campaigns, including pay-per-click (PPC) campaigns. The platform offers a variety of reporting options and customizable dashboards that allow users to visualize and analyze their data in different ways.

With its robust set of features and integration capabilities, Google Analytics has become a staple tool for marketers looking to optimize their online presence and drive business growth.

FAQs on Effective PPC Report

What makes a good PPC report?

A good PPC report should include a comprehensive overview of the campaign performance, focusing on the metrics that matter most to the business. The report should also tell a story with the data, providing insights and recommendations for improvement.

It's important to provide context by comparing the data to previous periods or industry benchmarks. The report should also be visually appealing and easy to read, with clear headings, charts, and graphs. It's essential to avoid vanity metrics and focus on the metrics that are aligned with the campaign's goals.

Finally, the report should be customized to the audience, presenting the data and insights that are most relevant to their interests and needs.

What is the purpose of PPC reporting?

The purpose of PPC reporting is to provide a detailed analysis of the performance of a pay-per-click advertising campaign. PPC reporting helps advertisers and marketers to understand how their campaigns are performing, identify areas of improvement, and make data-driven decisions to optimize their campaigns.

A well-designed PPC report should provide insights into various key metrics such as impressions, clicks, click-through rate (CTR), conversion rate, cost-per-click (CPC), return on ad spend (ROAS), and other performance indicators. It helps to determine the ROI of your PPC campaigns and track your progress toward achieving your marketing goals.

Overall, the purpose of PPC reporting is to provide transparency and accountability for your PPC campaigns and to guide your decision-making to maximize the effectiveness of your PPC investment.

How to access a PPC report?

Accessing a PPC report typically involves logging into the advertising platform that you are using (e.g. Google Ads, Facebook Ads) and navigating to the reporting section. Many platforms offer customizable reporting options, allowing you to select the metrics and date ranges that you want to include in your report.

You can also export reports as PDF or Excel files for easy sharing and analysis. Additionally, third-party tools like Google Data Studio and Supermetrics allow you to create custom PPC reports by pulling data from multiple advertising platforms and other data sources.

How to download a PPC report?

To download a PPC report, you typically need to access the reporting dashboard or tool provided by your PPC platform (e.g. Google Ads, Facebook Ads, etc.) and select the report you want to download.

From there, you can export the report in a variety of formats, such as PDF, CSV, or Excel. The specific steps for downloading a PPC report may vary depending on the platform and the type of report you want to download.

It is recommended to consult the help documentation or support resources provided by your PPC platform for more detailed instructions.

How do you analyze a PPC report?

To analyze a PPC report, follow these steps:

  1. Review the date range: Ensure that the report includes the correct date range to evaluate the effectiveness of your PPC campaign during the given time frame.
  2. Analyze traffic metrics: Examine the traffic metrics such as clicks, impressions, and click-through rate (CTR) to determine how many people saw and interacted with your ads.
  3. Review conversions: Review conversion metrics such as cost per conversion, conversion rate, and return on ad spend (ROAS) to determine the effectiveness of your campaign in generating leads or sales.
  4. Look for patterns: Look for patterns in your data, such as days of the week or times of the day when your ads are more effective.
  5. Check for errors: Check for any errors in the report, such as incorrect metrics or data sources, that may affect the accuracy of your analysis.
  6. Compare against benchmarks: Compare your performance against industry benchmarks to determine how your campaign is performing relative to your competitors.
  7. Identify areas for improvement: Use the insights from your analysis to identify areas for improvement in your PPC campaign, such as ad copy, targeting, or bid adjustments.

Schedule A Demo