Ads Channels
The Ads Channels page provides insights to the ad performance on each individual channel. Use this page to track the effectiveness of each of your different ads channels individually so you can see which channel provides the best results. When you know which channels are bringing you the best results, you'll know where you should focus your upcoming marketing efforts.
Filters
When reviewing your stats, its best to start by filtering. The right column displays several helpful filters that allow you to dig into specific dates, channels, ad types, or a combination of the three.
Filter by Date Range
When you select a date range, a comparison will also display below. For example, if you select a date range of 'one week', it will be compared to the week prior to your selection. If you select a custom date range that includes the last 8 days, the stats will be compared to the 8 days prior to that. This gives you the ability to see trends and comparisons in your stats.
Filter by Channel
Select a specific ad channel to review. This will re-load all the graphs on the page to show only the channels you select. Note the color codes that are associated to each channel. These are used throughout the other graphs. If no channels are selected in the left column, the stats that display will be for all channels combined. Make a selection to see the stats for specific channel(s).
Filter by Type
Select which ad type you'd like to review. Similar to the Channel filter above, if you do not select a specific type, the graphs will display the combined overall stats.
Overall Results
The Overall results graph displays clicks and cost per click over the last week. The dark blue bars display the number of clicks and correlate to the left axis that counts from 0 to 1k. The light blue bars display cost per click and correlate to the right axis that counts upwards in dollar amounts.
| Impressions | A count of the total number of times your ads display on someone's search results |
| Clicks | The total number of times a user clicked on one of your ads |
| Conversions | The number of times that an ad click led to a user taking an action (i.e. submitting a "Contact Us" form or calling you) |
| Cost Per Impression | The average cost you are paying per every 1,000 impressions |
| Cost Per Click | The actual price you pay for each ad click |
| Cost Per Conversion | The total cost paid for your ad in relation to its success in achieving its goal (i.e. a user converting into a customer) |
Active Channels
The Active Channels panel displays each channel individually so you can review stats and trends for each.
Please note that the Active Channels data shown below will change per the date filter settings. Each comparison shown below the stats is a comparison of the current period vs the previous one, based on your date filter. For example, If you've filtered your results at the top of the page to show one week, each comparison in the Active Channels panel will show the current week vs the prior week.
Now let's break down the three tabs within the Active Channels panel.
Visibility
The Visibility tab shows you how many times your ads are being displayed on each channel, as well as the cost for each.
The impressions column displays the combined ad impressions for each channel. The Cost Per Impression column breaks down the cost of each.
| Impressions | A count of the total number of times your ads display on someone’s search results |
| Cost Per Impression | The amount you will be charged when your ad is shown per one thousand impressions. This also helps to determine other calculations for ads such as cost per click and click-through rate |
To the right of the cost, a percentage of change is also shown so you can see which way your numbers are trending.
Engagement
The Engagement panel displays stats for how often users are taking action by clicking your ads.
| Clicks/Engagement | The total amount of users that clicked your ads |
| Cost Per Click | A breakdown of the cost for each click |
| Click Rate | The percentage of users that clicked your ads out of all those that saw them |
Conversions
The Conversions panel displays stats for how many users are making conversions on your site after clicking an ad on a specific channel. Conversions include form submissions, click-to-calls, and eCommerce purchases.
| Conversions | The amount of users that made conversions on your site. |
| Conversion rate | The amount of total conversions out of the total number of impressions |
| Cost Per Conversion | The breakdown cost of each of these conversions |
To the right of the cost, a percentage of change is also shown so you can see which way your numbers are trending.
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