What metrics are available?
Ads Manager Beta currently reports impressions, clicks, spend, CTR, average CPC, average CPM, and conversions when configured. These metrics can be reviewed at campaign, ad group, and ad levels.
What can reporting prove?
Reporting can prove whether campaigns served, how much was spent, whether users clicked, and whether configured conversions were attributed. It cannot by itself prove incrementality, full customer value, or all assisted demand.
How should CSV exports be used?
CSV exports should be used for offline analysis, pacing checks, date-range comparisons, and reconciliation with GA4, CRM, ecommerce, or BI data. Keep exports by date range and naming convention so tests can be compared cleanly.
What dashboard should a pilot use?
A pilot dashboard should show Ads Manager metrics next to GA4 sessions, engagement, conversions, CRM lead status, ecommerce revenue, and notes on context hint changes. The dashboard should explain what changed, not just what happened.
What should clients see weekly?
Weekly reporting should show spend, delivery, CTR, CPC/CPM, conversion activity, tracking issues, best/worst ad groups, and recommended changes. It should also say whether the data is strong enough to act on.
Reporting framework table
| Metric | Source | What it tells you | What it does not tell you |
|---|---|---|---|
| Impressions | Ads Manager | Delivery volume | Whether users were qualified |
| Clicks | Ads Manager | Traffic response | Lead or order quality |
| CTR | Ads Manager | Ad relevance signal | Profitability |
| Avg CPC | Ads Manager | Click cost | Value per click |
| Avg CPM | Ads Manager | Impression cost | Brand lift |
| Conversions | Ads Manager | Attributed configured events | Full revenue impact |
| Engagement | GA4 | Landing page quality | All offline value |
| Qualified leads | CRM | Sales fit | Total awareness impact |
Weekly reporting checklist
- –Export Ads Manager data
- –Check daily spend pacing
- –Review table and chart trends
- –Compare GA4 sessions and engagement
- –Check conversion event volume
- –Review CRM or ecommerce quality
- –Document campaign changes
- –State whether to hold, test, scale, or pause
Source notes
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