Source: https://oguzerol.com/en/google-ads-reporting/ [ View full size](https://oguzerol.com/gorseller/hizmet-kapaklari/google-ads-raporlama-seri-v2-en.webp) # Google Ads Reporting | Reports That Change Decisions [Oğuz Erol](https://oguzerol.com/en/about-me/) | 3 min read Most Google Ads reports share one problem: they show many metrics but serve no decision. A good report tells you what to do once you have read it. ## Metrics that mislead Impressions alone mean almost nothing; a rise may not be good news, because you might be appearing on irrelevant searches. Click-through rate read without context is also misleading: it is naturally high on brand searches and says nothing about overall account health. Position-style ranking metrics mean little on their own too. Appearing at the top is not the same as appearing profitably. Putting these metrics in a report fills the table and makes the decision harder. ## Metrics that change decisions Conversion count and cost per conversion are the account’s core indicators. In e-commerce, conversion value and [ROAS](https://oguzerol.com/en/roas-optimization/) join them. Alongside those you need breakdowns showing where the money goes: spend and results by campaign, wasted spend by search term, distribution by device and region. Without those breakdowns, totals say “good” or “bad” but never what to do next. ## Separating brand from non-brand This is the split that makes the biggest difference in reporting. Brand searches are cheap and convert well; non-brand searches are expensive and convert less. Shown in a single total, the account looks better than it is. Real growth comes from the non-brand side. In a report without that split, a rise in brand traffic can be mistaken for new customer acquisition. ## What belongs in a monthly report I keep reports in three parts. First, what happened: core metrics and comparison to the previous period. Second, why it happened: the reason behind the change — a budget change, seasonality, competitor movement or a measurement problem. Third, what we will do: concrete steps for the coming period. A report without the third part becomes a document to archive. And a report alone is not enough: when something important happens — unusual spend, a drop in conversions, a disapproved campaign — you say so without waiting for month end. ## If measurement is wrong, the report is wrong A report’s quality cannot exceed the quality of the measurement beneath it. If there is [double counting](https://oguzerol.com/en/google-ads-and-ga4-link/) the report is inflated; if [form tracking](https://oguzerol.com/en/form-conversion-tracking/) is broken it is incomplete. That is why reporting setup always comes after a measurement audit. **How do we start?** First we discuss which decisions you make based on reports, then I build a report structure that serves those decisions. You can reach me from the [contact page](https://oguzerol.com/en/contact/). ## Frequently Asked Questions ### How often should I get reports? Monthly is enough for most accounts; weekly reports usually carry noise because short-term variance is high. What matters is not frequency but being told immediately when something is off. ### Can I see competitor data in reports? Google Ads shows your relative position against competitors through auction insights. You cannot see a competitor’s budget or conversions; relative data such as impression share and top-of-page rate is available. ### Can reports be sent automatically? Scheduled report delivery is possible from within Google Ads. But an automatically sent table carries no interpretation; the value is in the “why it happened and what we will do” part, and that is written by hand. [Back to top ↑](https://oguzerol.com/en/google-ads-reporting/#icerik) ## You may also find these useful [ROAS Optimisation | Raising Return on Ad SpendROAS calculated on revenue misleads. How to set a target that accounts for margin, and which levers genuinely raise return on ad spend. Get in touch.](https://oguzerol.com/en/roas-optimization/)[Having AI Prepare Your Google Ads ReportHow do I have AI prepare my Google Ads report? Data pulling, deviation detection, action suggestions — the step-by-step process, limits, and a real example.](https://oguzerol.com/en/having-ai-prepare-your-google-ads-report/)[Google Ads Management | Let an Expert Run Your AccountDay-to-day management of your Google Ads account: campaign structure, bidding strategy, search term discipline and measurement. No agency layer in between.](https://oguzerol.com/en/google-ads-management/) [Browse all articles →](https://oguzerol.com/en/articles/) WHAT YOU CAN ASK FOR ## How do I work? Work-hour packages Tell me about your business and what you need on WhatsApp or by phone; we agree on **a work block of somewhere between 5 and 40 hours** and I start doing what is needed. What you get is not a calendar window — it is net working hours spent directly on your business. I can use 40 hours working three days straight, or deliberately spread it out and finish it over a year — whatever the work calls for. I do not spend my time estimating how long something will take, I spend it doing the work; every hour I spend leaves a lasting result in your business. We keep going for as long as you find it useful. WORK BLOCKS ## Why not monthly? Is 40 hours a week? On a fixed monthly fee both sides are watching the wrong thing: you watch a fixed cost, the other side watches how many more contracts like this they can line up. Working by the hour puts us both in front of the same thing — the real value of the work that got done. I know not having an upfront answer to "how much will this cost in total?" is the natural cost of this model. But instead of paying a fixed fee for months to a setup that is not producing results, you only pay for the qualified time spent on your work — and you see exactly where that time went, start to finish. That is why my clients keep coming back. 5hours300€ + VAT60€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%205-hour%20work%20block.) 10hours500€ + VAT50€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%2010-hour%20work%20block.) 20hours800€ + VAT40€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%2020-hour%20work%20block.) 40hours1,400€ + VAT35€ per hour[Choose this block](https://wa.me/905496546489?text=Hi%2C%20I%27d%20like%20info%20about%20the%2040-hour%20work%20block.)