In your opinion, what are the three most important reports to analyze every day/week?

[PistolPepe]

It all really depends on your goal and what stage you’re on. Most of my clients get to a point where we monitor basic things like conversions and spend (or CPA) if any of those is off, then we dig around.

Now, if you are on manual campaigns, then you might want to monitor more metrics so you can make optimizations. Just launched a campaign, definitely more monitoring.

[raspberyrobot]

Search term report, to build out negative keywords and feedback to client – they are usually interested in people’s search intent.

Analytics session time – I find much more useful than bounce rate, if you have a big enough set of data to work with this can be useful to feedback to the client and move elements around on the site or see where users are spending the most time e.g users are spending lots of time on the FAQ section, this could be helpful but could we add a live chat pop up while they are there?

Geographic reports are useful for bidding up on certain countries and to feedback to the client so they can tailor their product/service/website for the most popular countries or the audience they are targeting.

[ppcnyc]

1. **Search terms** (identify negatives, potential positives);
2. **Profitability** h-o-h, d-o-d, w-o-w, m-o-m revenue comparison, tROAS, CPA dynamics and proper adjustments (bids/bid adjustments, best/worst performing ads/keywords fix, campaign restructuring to better suit that dynamics);
3. **Various**: user behavior; correct & stable conversion tracking; Auction Insights (including performing live searches to see how your ads stack up to your competitors); constant conceptual, abstract, and creative thinking in your free time on what could be done better, and why, and applying those conclusions to new experiments; reading other authors, implementing new features of Google Ads).

Basically, your goal is to **always make sure you are profitable, and always strive to optimize and increase that profitability** through your attention to details and creativity. There’s no such thing as “three magic reports”. The more lenses you use to look at your account, the more opportunities you will discover.

[diamondeyes7]

1) Impression share for your campaigns and top head terms. Auction insights for monitoring competitors (usually do this 2x week)

2) Search terms (and landing page report for dynamic campaigns) to add in new keywords or exclusions (try to do this at least 1x week)

3) Cost/conv. WoW and MoM (or whatever the main KPI is) which tells you how well you are maintain campaign efficiency (look at WoW data daily)

4) If you’re on manual bidding (automated ignores it), review performance on a device, geo and network breakout

[skrfs]

cpa, roi, cpm

[dangdatkat]

I look at **spend data** three times a week to optimize budget utilization.

**CPL metrics** for the campaign. Usually I have a ceiling and look at any campaign over that amount (depending on the product). I look at **avg cpc metrics** if it is a display/awareness campaign.

If the CPL is poor I look at **search term reports** to determine if I need to add keywords or negatives.

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My main metrics are:

* Budget utilization – maximizing resources
* CPL (I don’t have good ROI data) – measure efficiency
* Percent to plan – measure growth

[Viper2014]

For beginner ppc dudes
Search terms

ROAS or CVR

CTR

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For performance marketing dudes

all of the above plus audiences

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as simple as that 🙂

[cedcommerce]

Here are the 9 Most Important PPC Metrics that you absolutely need to track every day.
Clicks: The number of times a paid ad is clicked
Cost per Click: The average amount spent per click
Click-Through Rate (CTR): How often your ad is clicked on after being seen
Quality Score: Google’s measurement of the quality and relevance of your ads, keywords, and landing pages.
Impression Share: How often your ads are displayed for a keyword.
Conversion rate: How frequently a click results in a sale
Cost per Conversion: How much it costs to drive each paid conversion
Total Conversion Value: How much on average an entire conversion is worth
Return on Ad Spend (ROAS): How much you make (or lose) per dollar spent on advertising.
Competitive Metric – How much you are missing Search Lost Impressions by budget/rank.
To make your PPC campaigns more profitable, keep reading all these important metrics regularly

[Gyshall669]

It depends where you are in your account, the size of your account, and so on. Lots of people are saying SQRs – but I’ve found that this is not really something you necessarily need to do week by week. Only time I really use SQRs now is for strong algo changes, otherwise I’m confident that my negatives have are fine.