AdWords Reports

AdWords Campaigns

This report focuses specifically on traffic from your AdWords campaigns. As with your other campaigns, you want to know how well your AdWords campaigns are meeting your expectations. You can use this report to answer questions like:

How effective are your campaigns at attracting new users?

  • For website campaigns, investigate the Acquisition metrics (in the default Summary metric group on the Explorer tab)
  • For mobile app install campaigns, look at the New Users metric (in the default App Usage metric group on the Explorer tab)

How engaged are users with your website or app?

  • For website campaigns, investigate the Behavior metrics (in the default Summary metric group on the Explorer tab) or switch to the Site Usage metric group
  • For mobile app install campaigns, look at the Sessions, Screen Views, and Avg. Session Duration metrics (in the default App Usage metric group on the Explorer tab)

How much money are users spending, and how often are they completing Goals or Ecommerce Transactions?

  • For website campaigns, investigate the Conversion metrics (in the default Summary metric group on the Explorer tab) or switch to the Goal Set or Ecommerce metric groups
  • For mobile app install campaigns, look at the Revenue and Goal Completions metrics (in the default App Usage metric group on the Explorer tab) or switch to the Goal Set or Ecommerce metric groups

As with other Analytics reports, you can sort the data table by the metric that is most important to you by clicking on the column header for that metric. Click a campaign or ad group name to drill down and view metrics at a more granular level.

Consider optimizing any campaigns or ad groups that are underperforming according to your advertising goals. You may also want to consider investing more in high performing campaigns.

You may see (not set) listed in the table. Occasionally, information related to a click can be lost even if the URL has been properly appended with Google AdWords auto-tagging. Find out more about (not set) entries.