What does this dashboard measure?

This dashboard provides insights into:

- The performance of Google Ads campaigns and keywords

- The direct and assisted impact of Google Ads on demo requests, deals, and closed-won deals

- The incremental lift of different match types on KPIs

- The holistic user journey and the influence of Google Ads on it

‍

Google Ads Dashboard

Spent and top-level overview

‍

‍

This dashboard starts with an overview of spend pacing-to-date, ensuring that campaigns stay within budget in each region.

Next, we have the conversion rate data and compared to the previous period, followed by the number of demos to date and their change compared to the previous period.

‍

Then, we have cost-per-acquisition figures, which help understand the effectiveness of Google Ads as a channel.

Having this data easily accessible and side-by-side aids in reporting and spotting irregularities.

‍

Channel Metrics over time

‍

‍

This report gathers key in-platform metrics, CRM data, and attribution figures, providing a comprehensive view of month-over-month performance to help you understand the effectiveness of your campaigns.

With HockeyStack, you can build custom reports, change columns, and define your own data points to fit your business needs.

‍

‍

When launching campaigns, Roman focuses on conversions coming from Google Ads. However, tracking website behavior, such as "HIP - High Intent Pages," can be used as early performance signals until conversion volume is sufficiently high to provide reliable insights.

‍

Direct and assisted conversions

‍

‍

Google Ads is a great channel for capturing demand, leading to a huge volume of direct conversions.

Viewing them in a line chart helps you visualize the changes over time, enabling you to identify trends, patterns, and seasonality in your conversion data. This visualization allows you to optimize your ad campaigns, allocate your budget more effectively, and ultimately drive more conversions and revenue.

‍

‍

Next, we have a report showing direct conversion rates broken down by campaigns. 

‍

In this case, we are using last-touch attribution to see the direct impact of Google Ads, as well as key metrics that Roman measures: Demos, Cost per Demo, Demo to Deal Conversion Rate Deals, Cost per Deal Closed Wons, Win Rate, Cost per Closed Won.

‍

‍

As the buyer journey is complex and long, relying solely on last-touch attribution can result in missing crucial data points that help evaluate campaign performance.

By using linear attribution, campaigns that influenced prospects before booking a demo will receive partial conversion credit, helping you optimize Google Ads more efficiently.

‍

Lift of keywords

‍

‍

The Lift report shows the incremental impact of ad groups on goals, revealing whether a goal is more or less likely to occur if a prospect visits the website from a specific ad group.

In the example above, we can see that broad match has a significant uplift on booking demos but negatively impacts deals and closed-won conversions. This means that while prospects are more likely to book a demo if they visit the website from a broad match ad, those leads are less likely to convert into deals.

‍

Campaign, keyword, and regional performance

‍

‍

To manage Google Ads, Roman segments the reporting by Campaigns, Keywords, Countries, and Date. 

This granularity allows him to manage the account more efficiently, pinpoint areas of improvement, optimize ad spend, and make data-driven decisions to maximize ROI.

Although the data is combined, you can easily use the search bar to filter the data and focus on specific regions or campaigns.

‍

Google Ads in the user journey

‍

Next, we have reports that track website visits from Google Ads through to the Lead, Deal, and Closed Won stages. This allows you to understand the impact of Google Ads beyond a standard last-touch view and provides visibility into the complexity of the user journey in B2B SaaS. By clicking on the report, you can see the entire user and account journey, including details of each touchpoint.

Following this, we have data showing how many times Google Ads was mentioned in the Self-Reported Attribution, helping you capture impact beyond data that can be measured by UTMs and software.

Finally, this dashboard shows Google Ads touchpoints in the deal journey over time.

‍

‍

Full Dashboard:

‍

‍

About the Author:

Roman Krs is a founder of Grouts Online, where he utilizes his years of experience in Paid Media to help his clients maximize ROI on Ads.

LinkedIn: https://www.linkedin.com/in/roman-krs/

‍

‍