Paid Search Performance Report

Overview

The Paid Search Performance Report is broken down by date, country, platform, campaign type, campaign, and ad group - enabling you to analyse performance from high-level platform strategy down to individual ad group targeting and keywords. Campaign types are automatically classified (Brand, Performance Max, Demand Gen, YouTube, Shopping, Generic) based on naming conventions to help you quickly segment and compare different campaign strategies. Use this report to compare Google Ads vs. Bing Ads performance, analyse brand vs. non-brand efficiency, optimise budget allocation across campaign types, track new customer acquisition vs. repeat purchases, and calculate true profitability including COGS and fees.

Data Dictionary

Fields and their respective definitions available within this report.

Identifiers & Dimensions

Name	Description
ID	A surrogate key created from date, country_code, platform, campaign, and ad_group.
Date	The date of the paid search performance metrics.
Country Code	ISO country code for the ad performance location.
Platform	The paid search platform (e.g., ‘Google Ads’, ‘Bing Ads’).
Campaign Type	Campaign classification (e.g., ‘Brand’, ‘Performance Max’, ‘Demand Gen’, ‘YouTube’, ‘Shopping’, ‘Generic’, ‘Other’).
Campaign	The paid search campaign name.
Ad Group	The ad group name within the campaign.

Platform Metrics

Name	Description
Impressions	Total number of times ads were displayed.
Video Views	Total number of video views for video campaigns.
Clicks	Total number of clicks on the ads.
Interactions	Total number of interactions with the ads.
Spend	Total advertising spend.
Conversions	Total conversions reported by the platform.
Conversion Value	Total conversion value reported by the platform.
CPM	Cost per thousand impressions (spend / impressions * 1000).
CPC	Cost per click (spend / clicks).
CTR	Click-through rate (clicks / impressions * 100).

Session Metrics (GA4 Attributed)

Name	Description
Total Sessions	Total number of sessions attributed to the ads.
New Sessions	Number of sessions from new users attributed to the ads.
Repeat Sessions	Number of sessions from returning users attributed to the ads.
Total Users	Total number of users attributed to the ads.
New Users	Number of new users attributed to the ads.
Repeat Users	Number of returning users attributed to the ads.
New User %	Percentage of total users who are new users.
CPU	Cost per user (spend / total users).
CPNU	Cost per new user (spend / new users).

Order Metrics

Name	Description
Total Orders	Total number of orders attributed to the ads.
One Off Orders	Number of one-off (non-subscription) orders attributed to the ads.
Subscription Orders	Number of subscription orders attributed to the ads.
New Orders	Number of orders from new customers attributed to the ads.
New Oneoff Orders	Number of one-off orders from new customers attributed to the ads.
New Subscription Orders	Number of subscription orders from new customers attributed to the ads.
CR	Conversion rate (total orders / total sessions * 100).
NC CR	New customer conversion rate (new orders / total sessions * 100).
CAC	Customer acquisition cost (spend / new orders).
AOV	Average order value (total net revenue / total orders).
FOV	First order value (new customer net revenue / new orders).

Financial Metrics

Name	Description
Total Gross Revenue	Total gross revenue before discounts and tax attributed to the ads.
Total Net Revenue Excl Refunds	Total net revenue after discounts, excluding tax and refunds, attributed to the ads.
Total Discount Amount Before Tax	Total discount amount before tax attributed to the ads.
Total Refund Amount	Total refund amount attributed to the ads.
MER	Marketing efficiency ratio (total net revenue / spend).
ROAS	Return on ad spend (total net revenue / spend).

Cost Metrics

Name	Description
Total COGS	Total cost of goods sold attributed to the ads.
Total Payment Processing Fees	Total payment processing fees attributed to the ads.

Contribution Margin Metrics

Name	Description
CM1 £	Level 1 contribution margin (net revenue after COGS).
CM1 %	Level 1 contribution margin as a percentage of net revenue.
CM2 £	Level 2 contribution margin (CM1 minus payment processing fees).
CM2 %	Level 2 contribution margin as a percentage of net revenue.
CM3 £	Level 3 contribution margin (CM2 minus ad spend).
CM3 %	Level 3 contribution margin as a percentage of net revenue.

Questions This Report Answers

How does Google Ads performance compare to Bing Ads?

Compare platform metrics, CAC, ROAS, and profitability between Google Ads and Bing Ads to understand which platform delivers better efficiency. Analyse whether you should increase or decrease budget allocation between platforms based on true profitability metrics.

What is the efficiency difference between brand and non-brand campaigns?

Segment by campaign type to compare Brand campaigns against Generic, Shopping, and other non-brand campaign types. Analyse CAC, conversion rates, and ROAS to understand the role each plays in your acquisition funnel and optimise budget allocation accordingly.

Which campaign types drive the most efficient customer acquisition?

Compare Performance Max, Demand Gen, Shopping, Brand, Generic, and YouTube campaigns across new customer acquisition metrics. Identify which campaign types drive the lowest CAC and highest-quality new customers for scaling opportunities.

How do subscription vs. one-off orders differ by campaign type?

Analyse subscription order acquisition by campaign type to identify which strategies drive subscription adoption vs. one-time purchases. Compare the long-term value potential of customers acquired through different campaign types.

What is the true profitability of each ad group after all costs?

Calculate CM1, CM2, and CM3 at the ad group level to understand profitability after COGS, payment processing fees, and ad spend. Identify which ad groups drive profitable growth vs. which are spending inefficiently despite appearing to have good ROAS.

How does paid search performance vary by geography?

Segment by country code to understand geographic performance differences. Compare CAC, conversion rates, AOV, and profitability across markets to optimise geo-targeted campaigns and budget allocation by region.

Which ad groups within campaigns perform best?

Drill down from campaign to ad group level to identify top-performing targeting, keywords, or audience segments. Compare ad group CAC, conversion rates, and ROAS to reallocate budget within campaigns for better efficiency.

Are platform-reported conversions aligned with attributed orders?

Compare platform-reported ‘Conversions’ and ‘Conversion Value’ metrics with GA4-attributed orders and revenue to understand discrepancies in conversion tracking. Identify campaigns with larger attribution gaps to improve measurement and optimisation decisions.

How efficient is video advertising for YouTube campaigns?

Analyse video views alongside conversion metrics for YouTube campaigns to understand video engagement effectiveness. Compare CPU, CPNU, and conversion rates for video campaigns vs. other campaign types.

What's the optimal budget split across campaign types?

Compare spend distribution across Brand, Generic, Shopping, Performance Max, and other campaign types against their respective CAC, ROAS, and contribution margins. Identify opportunities to reallocate budget from low-performing to high-performing campaign types for better overall account efficiency.

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Paid Search Performance Report

Overview

Data Dictionary

Identifiers & Dimensions

Platform Metrics

Session Metrics (GA4 Attributed)

Order Metrics

Financial Metrics

Cost Metrics

Contribution Margin Metrics

Questions This Report Answers

​Overview

​Data Dictionary

​Identifiers & Dimensions

​Platform Metrics

​Session Metrics (GA4 Attributed)

​Order Metrics

​Financial Metrics

​Cost Metrics

​Contribution Margin Metrics

​Questions This Report Answers

Overview

Data Dictionary

Identifiers & Dimensions

Platform Metrics

Session Metrics (GA4 Attributed)

Order Metrics

Financial Metrics

Cost Metrics

Contribution Margin Metrics

Questions This Report Answers