Reporting
An ad report a business owner actually reads
A report's job is not to show all the data. Its job is to say what happened, what was learned and what is decided next.
The report has to lead to a decision.
Show the lesson, not just a table of metrics.
Separate the result, the risk and the next experiment.
In more detail
Start with the decision
The most important thing for a business owner is what to do next: continue, cut back, test or fix the tracking.
Tie the metrics to the goal
Click-through rate, cost per click and cost per acquisition are only useful once they are tied to the business's real goal, such as bookings or quote requests.
Record what was learned
The key findings are written down so the same conversation does not start from scratch every month.
Read next
What does a Google Ads account review include?
A good review does not start with new ads. First you find out whether the account measures the right thing and whether the budget goes to demand that is ready to buy.
How to spot the search terms that burn money
A search term that burns money is not just an expensive click. It is a click that does not match the demand your business is ready to serve.
Google Ads or Meta advertising for a local business?
Google Ads usually works better when the demand already exists. Meta works better when the service has to be put in front of the right audience.
Want your own ad account reviewed?
The free review surfaces the most important things to fix and tells you whether the monthly service (from 500 €/month + VAT) is right for your business.