Read your ad results

Once your ad accounts are connected, the Ads tool shows what you spend and what it brings in on Google and Meta. This article explains each screen, so you can see which campaigns work and where budget is lost.

Overview: both platforms side by side

The Overview tab compares Google and Meta for the same date range. Use the switch at the top to choose 7 days, 30 days or 90 days.

For each platform you see Spend, Clicks and Platform conversions. These numbers come straight from Google and Meta. A platform that is not connected shows not connected with a button to connect it.

Google tab

The Google tab shows your key numbers for the selected range and a Campaigns table. Each row lists the campaign type (for example Search, Display or Performance Max), the status, Budget / day, Spend, Clicks, conversions and CPA (cost per conversion).

The 2x CPA flags panel lists ad groups, keywords and search terms that cost more than twice your average cost per conversion. These are suggestions to review. Nothing is paused for you.

Open the dropdown on the Google tab for more detail:

• Full insights: the complete dashboard, explained below.
• Campaigns: every campaign with impressions, clicks, CTR, conversions, conversion rate and CPA. Turn on Hide campaigns with no spend to shorten the list. Click a campaign to see its ad groups and ads.
• Keywords: the keywords you bid on, split into keywords that convert and keywords that spend without converting.
• Search terms: what people actually typed before they clicked your ad.
• Landing pages: the pages your ads send visitors to, with their results.
• Recent changes: changes made in your Google Ads account.

Meta tab

The Meta tab shows Spend, Clicks, Pixel signups and Cost per pixel signup, followed by your Campaigns with their objective. The Insights rows panel adds up the stored daily results per Campaigns, Ad sets or Ads, with impressions, link clicks and the number of days.

Pixel signups only show when you picked a pixel during the connection. See Connect Meta ads.

Full insights

Choose Full insights from the Google or Meta dropdown, or from the Overview. Pick a range at the top: Today, Yesterday, 3d, 7d, 30d or Custom. The page groups your data into three sections:

• What's running: every campaign and ad group that uses budget.
• What's wasting money: keywords, search queries, placements and landing pages with spend and few or no conversions.
• What's working: where conversions come from, including the ad groups with the lowest cost per conversion.

A Trend warning appears when conversions drop sharply compared to the week before. Check your conversion tracking and recent campaign changes when you see it.

To share the results, click the export icon next to Create ad to Download PDF report.

Tip: Numbers are only as fresh as the last sync. Check the time of the last sync before you draw conclusions, and run a new one if needed. See Sync and troubleshoot ad data.

Frequently asked questions