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Introduction

This article explains how to access and interpret performance data for your Google Ads campaigns directly within your CRM's Ad Manager. You can analyze metrics at the campaign, ad group, ad, and keyword levels to optimize your advertising strategy and improve return on investment.

Accessing the Statistics Tab

To begin reviewing your Google Ads performance, navigate to the Ad Manager section of your CRM. At the top of the screen, select the Statistics tab. From the platform dropdown, choose Google. You can then select a date range to filter the results according to your needs.

Understanding the Conversion Summary Panel

The top portion of the Statistics view displays a high-level Conversion Summary. This panel includes the following key metrics:

Impressions: The total number of times your ads were shown.
Clicks: The number of times users clicked on your ads.
Conversions: The total number of completed actions attributed to the campaign.
Average CPC: The average cost you paid for each click.
Cost per Conversion: The average cost to acquire one conversion.
CPM: The cost per one thousand impressions.
Client Spends: The total amount spent on advertising for the account.

Reviewing Performance Analytics

Below the summary, you will find Performance Analytics presented in visual graph format. These graphs help you track trends over time:

The Impressions graph shows how your ad visibility has changed.
The Clicks graph illustrates user engagement levels.
The Conversions graph allows you to monitor conversion trends.

Use these visuals to identify patterns, spot anomalies, and uncover opportunities for improvement.

Analyzing Campaign-Level Metrics

Scroll down to the Campaign Details table to examine data for all your campaigns. This table includes metrics such as:

Clicks, CTR, CPC, and Impressions
Sales, Revenue, and ROI%
Cost per Lead (CPL) and Cost per Sale (CPS)

You can use the search bar to find a specific campaign and customize or export the columns as needed.

Viewing Detailed Statistics for an Individual Campaign

Click on any campaign name in the list to open its dedicated dashboard. This provides deeper insights at three sub-levels:

Ad Group Performance: Review metrics like clicks, impressions, and conversions for each ad group.
Ad Performance: Evaluate how individual creatives are performing within their ad groups.
Keyword Performance: Identify which keywords are driving results and which may be underperforming.

This granular data enables you to:

Pause low-performing ad groups or keywords.
Adjust budgets toward high-performing segments.
Optimize creatives based on engagement data.

Important Notes

Data within the Ad Manager refreshes periodically. Please allow some time after publishing your ads for metrics to populate. If you see zero conversions, this may indicate issues with your tracking setup or landing page performance. For accurate comparisons, always use consistent date ranges when analyzing your campaigns.