Measure your results

The Reporting section is central to campaign management within GO. Monitor both real-time and historical performance of your advertising efforts with key metrics such as cost, displays, clicks, and more.  

There are two main areas: 

• Real-time: Use the Real-time dashboard to quickly check how your campaigns are performing. Clicks, Displays and Costs data is available in real-time, updated with a delay of up to five minutes. 

  By default, the dashboard shows cost, displays, and clicks. You can switch to other metrics such as sales, revenue, conversion rate (CVR), cost of sale (COS), and return on ad spend (ROAS). 

• Reports library: Use the Reports Library to build and manage custom reports using the campaign dimensions and the metrics that matter most to you.

  Choose from ready-to-use report templates or create your own custom report with the dimensions (such as advertiser, campaign, ad, or placement) and metrics (such as ROAS, Sales, CPC, CPM) that matter most to you.

  Select different breakdowns or from several metrics, and choose between attribution models, as well as various time ranges and currencies.

Available Ready-to-use Report Types

• Campaigns overview: Use this report to get a high-level view of your campaign’s performance. You can view metrics such as cost, revenue, sales, ROAS, COS, CPC, clicks, visits, displays, and exposed users. Refer to the Interpreting Your Campaign Performance section below for guidance on which metrics are most relevant for evaluating your campaign. 

• User behavior: Use this report to understand how users who have been exposed to your campaign behave on your site or app. This report can help you learn how your commerce marketing activities across acquisition and retention drive visitors and buyers. You can add the following user behavior breakdowns: 

  • New visitors: People who visited your site or app for the first time in the past 13 months 

  • Returning visitor: People who have come at least twice to your site or app in the past 13 months 

  • First-time buyer: People who bought something on your site or app for the first time in the past 13 months 

  • Repeat buyer: People who bought something at least twice on your site or app in the past 13 months

You can customize your reports in a number of ways, schedule your reports, or export your data. For each of your reports, select from various time ranges, time zones, attribution filters, currencies, or various other breakdowns. 

These dashboards provide detailed data visualizations that are fully interactive and customizable for your business needs. You can also customize the dashboards with different time ranges, currencies, attribution filters, or various breakdowns. Save and schedule your customized views or export them as CSV, Excel, or PDF files to share. 

Interpreting Your Campaign Performance 

Different campaign types require different performance measures because each campaign is designed to achieve a different marketing objective. Campaigns focused on driving discovery traffic, for example, prioritize visibility, clicks and visits, while campaigns focused on driving conversions prioritize efficiency and revenue impact. To accurately assess performance, it is important to align your evaluation metrics with the primary goal of the campaign 

Reference the list below for guidance on which metrics are most relevant for measuring success based on your specific campaign objective. 

• Drive Discovery campaigns: These campaigns optimize towards traffic to bring qualified new visitors to your site to discover your brand and products.

  • Visits

  • Qualified Visits

  • Landing rate

  • Non-bounced rate

  • Clicks

  • CTR

  • CPC (Cost per Click)

  • Cost per Visit

• Acquisition campaigns: These campaigns target high-value customers for your brand to trigger first-time conversions. 

  • Customer Acquisition Cost 

  • Visits 

  • Qualified Visits 

  • Landing rate 

  • Non-bounced rate 

  • Cost per Visit 

  • Cost per Qualified Visit 

• Maximize Conversion campaigns: These campaigns drive more value from new and returning customers. 

  • ROAS 

  • Revenue 

  • Sales 

  • CPO (Cost per Opportunity) 

  • COS (Cost of Sale)