We’ve made a list of 5 tips that will help you make a Google Ads report that is objective, conclusive and not least good for the eyes.

1. Define report purpose
Before you start writing the report, know your purpose well. It will assist you in the display format and what key metrics and conclusions you will be looking for. Example:
Evolution of generated leads: What were the top campaigns with the best CPA (Cost per Acquisition). What is the Impression Share of these campaigns? What is the best conversion time, etc.


2. Choose the best format to tell the story of your Google Ads data
The information you want to convey must be in a format that is appropriate for the intended purpose. Some Usage Tips for Every Way to Create a Report in Fourtwo:

  • Google Ads Presentation: More complete and detailed, a presentation generates more strategic discussions. Therefore, use this format when you want to show an evolution by telling a story. Suitable for monthly, weekly, campaign end reports, or when there are any meetings to present it.
  • Google Ads Dashboard: Format for real-time tracking of campaign developments. Focus on key metrics, maximum 5 per dashboard.
  • Infographic (or one page report): Used for daily reporting or even emailing to your client.


3. Use few elements on screen
Reading data should not be boring. With that in mind, use blanks. In Presentations, avoid placing more than one chart per slide. In your dashboards, 5 Key Performance Indicator (KPIs) is enough, but that means the first point of this post (Goal) has not been well defined.


4. Highlight important topics
Make it easy to see and understand who will consume your reports. Make shape markings, point out the most important variations, and explain why. Remember: You are telling a story and these elements is a part of it.


5. Pay attention to design
With these tips above and a careful layout, your Google Ads reports, dashboards and infographics will be very successful. Use our report templates that were created with these key points in mind.

Ready to change the way you create reports?

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