Online advertising is all about results and statistics. That is why reporting is so important. For campaign managers, it helps to take a step back on their daily work. For clients or managers, it’s the only way to understand how performs a campaign and discuss the results.
Reporting is a difficult exercise. Let’s have a look to what matter in a good Adwords report.
The choice of metrics
Metrics are the basis of an Adwords report. There are hundreds in Google Adwords – like clicks, impressions, CTR, conversions, cost per conversion, … – and most of them are used daily by campaigns managers to optimize the campaigns.
Google Analytics is going to improve his Google Adwords reporting features by adding a new feature called Treemaps. The information is coming from Google+ “Introducing Treemaps in Google Analytics for Adwords Insight“.
What is Treemaps ?
Treemaps will offer to Adwords campaign managers a better insight of the performances of their ads. The approach is not to only have look to numbers but to visually identify the trends or troubles.
It’s done by displaying hierarchical data using nested rectangles, showing positive results in green, lagging results in red. It aims to speed the decision process and to optimize better and quicker the campaigns.
It’s a really interesting improvement in the ad performances analysis. Treemaps will be available in the next weeks in Google Analytics in Acquisition > Adwords > Treemaps.