Google Ads Reporting Metrics and Decisions
Build three reporting layers
Delivery explains what was purchased; conversion explains the recorded actions; business results explain whether those actions were useful. Keep all three instead of elevating one metric to a universal score.
- Delivery: spend, impressions, clicks, CPC and relevant coverage indicators.
- Conversion: defined actions, conversion rate, cost per action and reported value.
- Business: unique enquiries, qualified leads, new customers and verified revenue.
- Context: budget changes, promotions, tracking changes and conversion delays.
Read ratios together
Illustrative example: CPC rises from ₹20 to ₹30 while the purchase rate rises from 2% to 5%. Media cost per purchase changes from ₹1,000 to ₹600 despite more expensive clicks. Conversely, cheaper clicks can increase customer cost if intent becomes weaker. Use consistent date ranges and avoid comparing a partial current week with a complete previous week.
End with a decision
Write a short statement connecting evidence to the next action: “spend increased in an unserviceable area; review location settings and lead rejection records.” Record who will act and how the change will be checked. Platform attribution and analytics can differ, so reconcile important sales in the business system rather than silently presenting conflicting totals as equivalent.