Introduction
Custom reports in Google Ads allow you to analyze campaign performance in ways that standard reports might not offer. They give you the flexibility to view only the metrics you care about, broken down by the dimensions (like device, audience, campaign, keyword) that matter to your business goals. Whether you’re managing a large fashion brand like Zara, a multi-category eCommerce store like Myntra, or a B2B platform like Accosoft India, building custom reports helps you focus on what drives results—without having to export and filter data manually each time.
Why Use Custom Reports?
– Focus only on the metrics that align with your KPIs
– Track performance for specific campaigns, ad groups, or audiences
– Create dashboards for specific departments (sales, marketing, PPC)
– Monitor trends and performance over time
– Share or schedule automatic reports with stakeholders
Step-by-Step: How to Build a Custom Report in Google Ads
Step 1: Sign in to Google Ads
Go to ads.google.com, sign in with your Google account, and access the account for which you want to create a report.
Step 2: Go to the Report Editor
– In the top-right corner, click on the “Reports” icon (it looks like a bar chart).
– Select “Custom” and then click “+ Custom Report” or “Custom Table.”
The Report Editor interface will open, giving you a drag-and-drop layout builder.
Step 3: Choose the Type of Report
– Table (default and most common)
– Line chart (for time-based trends)
– Bar chart (to compare categories like campaigns or devices)
– Pie chart (to show proportions)
– Scatter plot (to compare two metrics, e.g., CPC vs CTR)
You can also build dashboards with multiple visual components later.
Step 4: Add Dimensions and Metrics
– Dimensions are the categories you want to break your data down by. Examples include:
→ Campaign
→ Ad group
→ Device
→ Location
→ Keyword
→ Audience
– Metrics are the data points or numbers you want to measure. Examples include:
→ Clicks
→ Impressions
→ Conversions
→ Cost
→ CTR (click-through rate)
→ CPC (cost per click)
→ Conversion value
Example for Zara
If Zara is running Google Ads for different seasonal campaigns like “Winter Collection” and “Summer Sale,” they can build a custom report with:
Dimensions: Campaign, Device
Metrics: Clicks, Conversions, Cost, ROAS
This lets them compare campaign performance across desktop vs mobile and understand which season performs better.
Step 5: Apply Filters
Use filters to narrow down your report data to what’s most relevant. Examples:
– Show only campaigns that include “Sale”
– Filter for conversions > 0
– Include only device = mobile
– Exclude campaign types like Display if you only want Search campaign data
– Filter by time (last 30 days, this month, custom date range)
Step 6: Sort and Customize
You can sort your data based on any metric—for example:
– Sort by highest cost
– Sort by lowest CPA
– Sort by best performing ROAS
You can also:
– Rename columns
– Add calculated metrics (e.g., ROAS = conversion value / cost)
– Apply conditional formatting (highlight rows that have a CPA above ₹1000)
Step 7: Save and Share the Report
Once you’re happy with your report:
– Click the “Save” button in the top-right corner
– Name your report clearly (e.g., “Myntra Search Campaign Performance – Q2”)
– Choose whether to share with other users on the account
– You can also click “Download” to export as Excel, PDF, or CSV
Step 8: Schedule Reports via Email (Optional)
– Click “Schedule email”
– Choose daily, weekly, or monthly frequency
– Enter the recipient emails
– Add a message if needed
– This is perfect for automated reporting to clients or internal teams
Example for Myntra
If Myntra wants a weekly email showing top-performing categories, they could:
– Create a table report filtered by product category and campaign
– Use metrics: Clicks, Cost, Conversion value, CPA
– Schedule it every Monday to send to the marketing team
Tips for Building Better Custom Reports
– Always align the report with a business goal (e.g., reducing CPA, increasing ROAS)
– Group related metrics together (costs, conversion metrics, engagement metrics)
– Use consistent naming conventions across campaigns and ad groups to simplify filtering
– Don’t overcrowd your report—focus on the top 5–7 metrics for clarity
– Test different visual types (charts, bars, pie) for clearer presentation of data trends
Use Cases by Business Type
For Zara (Fashion Retail)
– Compare campaign performance across regions (Delhi vs Mumbai vs Bangalore)
– Identify which ad creatives convert better for different gender segments
– Track mobile vs desktop conversion value during seasonal sales
For Myntra (Ecommerce Marketplace)
– Analyze high-performing product categories and brands
– Monitor top search terms driving conversions
– Break down performance by audience type (new users vs returning)
For Accosoft India (B2B Software)
– Report on which keywords generate demo signups
– Track ad group performance across different service modules
– Monitor long-term lead generation trends from Google Search ads
Conclusion
Custom reports in Google Ads give you full control over how you view and interpret your advertising performance. Instead of relying on generic reports that may not answer your most important questions, you can build reports that are laser-focused on the goals of your business. Whether you’re trying to understand which campaign drives the most leads, which device converts best, or how your cost per acquisition varies by location, custom reports provide the insight and flexibility you need. With features like filters, calculated metrics, scheduling, and sharing, they are an essential tool for every marketer looking to optimize Google Ads results with clarity and precision.
