This Tableau Accelerator helps you to:

* **Assess & Improve the performance of your marketing campaigns with Google Ads**
* **Focus on efforts on most efficient keywords**
* **Audit the results of campaign optimisation over time**

[Demo video](https://youtu.be/xLoSQM4UqZM)

### Answer key business questions

* How efficient are our marketing investments?
* Do we increase awareness? Do we develop engagement?
* What are the most effective keywords to use in an advertisement?
* What is the performance of our top campaigns?
* How is the performance of our campaigns evolving?

### Monitor and improve KPIs

#### *Awareness*

* Total Impressions: The number of times that your adverts were on-screen
* CPM (Cost per 1’000 impressions): Cost per Mille (impressions): Average Cost per 1’000 impressions (expressed in currency)
* Impressions per Click: The number of times that your adverts were on-screen

#### *Engagement*

* Total Clicks: Total number of times users have clicked on an add to reach your property
* CPC (Cost per Click): Cost Per Click: Average Cost per Click (expressed in currency)

#### *Investment Efficiency*

* Total Cost: The estimated total amount of money you’ve spent on your campaign, ad set or ad during its schedule (expressed in currency)
* CTR (Click-Through-Rate): Click-Through-Rate: the number of clicks that your ad receives divided by the number of times your ad is shown (expressed in %)

#### *Traffic*

* Total Sessions: Total number of sessions (A session is an interaction between a website and a visitor who has loaded at least one page)
* Total Pageviews: Total number of pages viewed across all sessions
* Bounce %: Percentage of visitors that leave a webpage without taking an action (expressed in %)
* Avg Session Duration: Average duration per Session
* Avg Pageviews: Average number of pages viewed within a session

### Required attributes

* **Date** (date): Reference date ← [ga:date]
* **Destination URL** (string): The URL to which your Adwords ads referred traffic ← [Advertising - ga:adDestinationURL]
* **Ad Distribution Network** (string): The networks used to deliver your ads (Content, Search, Search Partners...) ← [Advertising - ga:adDistributionNetwork]
* **Campaign** (string): Advertising Campaign ← [Advertising - ga:campaign]
* **Ad Group** (string): The name of your AdWords ad group ← [Advertising - ga:adGroup]
* **Ad Content** (string): Ad Content ← [Advertising - ga:adContent]
* **Keyword** (string): Traffic Source ← [Acquisition - ga:sourceMedium]
* **Cost** (numeric): Derived cost for the advertising campaign ← [Advertising - ga:adCost]
* **Impressions** (numeric): The total number of campaign impressions ← [Advertising - ga:impressions]
* **Clicks** (numeric): The total number of times users have clicked on an add to reach your property ← [Advertising - ga:adClicks]
* **PageViews** (numeric): The total number of pageviews for your property ← [Page Tracking - ga:pageviews]
* **Sessions** (numeric): The total number of sessions ← [Session - ga:sessions]
* **Bounces** (numeric): The total number of single page (or single engagement hit) sessions for your property ← [Session - ga:bounces]
* **Time on Page** (numeric): How long a user spent on a particular page in seconds ← [Page Tracking - ga:timeOnPage]
* **Session Duration** (numeric): The total duration of user sessions represented in total seconds ← [Users - ga:sessionDuration

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Assess & Improve the performance of your marketing campaigns with Google Ads

Marketing