What do the numbers in the Google Ads report mean?
How spend, revenue, ROAS, cost per conversion, keywords and impression share in the Google Ads report are worked out, with the targets and colours used.
Where the numbers come from
Every number in the Google Ads report is what Google Ads reports for the account selected for your store, for the report's dates. Revenue is the conversion value Google Ads reports, and conversions are Google's own count, as your conversions are set up in your Google Ads account. They are not the sales TrueROAS tracked in your store. See Why don't my TrueROAS numbers match Meta or Shopify?.
The cards, Top Campaigns, Demand Health and the device numbers count the campaigns that had impressions in the report's dates and were not removed.
On the cards, in the tables and in the lists of this report, a ROAS is green at 2x or more, orange from 1x and red below 1x.
The cards at the top
| Card | How it is worked out |
|---|---|
| Total Spend | What Google Ads reports you spent on those campaigns. |
| Revenue | Their conversion value. |
| ROAS | Revenue divided by Total Spend. |
| Cost / Conv. | Total Spend divided by the number of conversions. It reads 0.00 when there were none. |
Campaign & Keyword Performance
Top Campaigns lists up to 10 campaigns, the one with the most revenue first.
| Column | What it shows |
|---|---|
| Campaign | The campaign name. |
| Type | The campaign type: Search, Display, Shopping, Video, PMax for Performance Max, Smart, Discovery or Demand Gen. Any other type shows the type name as Google Ads sends it. |
| Spend | What the campaign spent. |
| Revenue | Its conversion value. |
| ROAS | Revenue divided by Spend. |
| Conv. | Its conversions, rounded to a whole number. |
| CTR | Its click-through rate as Google Ads reports it. |
Top Keywords lists up to 20 keywords that had at least one impression, the one with the most conversion value first.
| Column | What it shows |
|---|---|
| Keyword | The keyword text. A keyword that is in several ad groups can show once for each of them. |
| Match | The keyword's match type, such as exact, phrase or broad. |
| Spend | What the keyword spent. |
| Conv. Value | Its conversion value. |
| ROAS | Conv. Value divided by Spend. |
| Clicks | Its clicks. |
A table is left out when Google Ads returns nothing for it.
Demand Health
Demand Health only shows when the account has Search campaigns. Its three numbers are averages over your Search campaigns, weighted by how many impressions each one had. Each bar compares the number with its target.
| Bar | What it means | Target and colours |
|---|---|---|
| Budget Lost Impression Share | The share of searches your ads missed because the budget ran out | Target: <10%. Green up to 14%, orange up to 20%, red above |
| Rank Lost Impression Share | The share of searches your ads missed because their rank, from quality and bid, was too low | Target: <15%. Green up to 21%, orange up to 30%, red above |
| Click Share | The share of the clicks you could have had that you got | Target: >70%. Green from 56%, orange from 35%, red below |
Audience Demographics and Geographic Performance
- Device Split (by spend) shows how your spend was split over devices. A slice of at least 5% shows its percentage.
- Device Performance lists the spend and the ROAS of each device: Mobile, Desktop, Tablet, Connected TV, Other or Unknown. The ROAS of a device is its conversion value divided by its spend.
- There is no gender or age split in the Google Ads report.
- Geographic Performance lists up to 15 countries, the one with the most conversion value first, with each country's Spend, ROAS and Impressions. A country's ROAS is its conversion value divided by its spend. A country TrueROAS cannot name shows as Region followed by Google's number for that location.
Good to know
- The targets and colour limits are built into the report. You cannot change them.
- Top Keywords and Geographic Performance also count campaigns that were removed, as long as they had impressions in the report's dates.
- How Google campaigns such as Performance Max show in the Ads Manager is explained in How do Google, TikTok, Pinterest and Snapchat campaigns differ in the Ads Manager?.
- The sections in the report, and which account it covers, are listed in What is in the Google Ads report?.
- Everyone on the store sees the same report. Its numbers are fetched once, when the report is made, and do not change afterwards.