Google Ads

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

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