When you first select an Excel report, you see a landing page with a summary of the entire report, including a description of the report, thumbnail screenshots of every page, and short descriptions of the fields or charts on each page. At the bottom of the landing page, you see links that allow you to either export the report as an Excel Zip file, or send it as an email attachment. Every Excel report is ready to export with one click.
The cover page of all Excel reports includes a list of the entities you have chosen to report on.
When the report becomes available, a link to it is sent to the email address associated with the account. (Reports for 100 entities typically generate in three minutes; those with 5,000 in 15 minutes or less; those with 50,000 in five hours or less; and those with over 500,000 entities may take 12 hours or more.)
The Report tab includes a variety of pre-built Excel reports. They include:
Performance Report, and Custom Metrics
The Performance Report provides performance metrics for all entities in up to three accounts. You can select standard SEM metrics, "Social Only" metrics on Facebook, or create your own custom metrics. By default, the Account Performance Report includes separate tabs for accounts, campaigns, ad groups, keywords, placements and ads. However, you can choose which entities to report on from the Entities section above Standard Metrics. If you only want to report on some entities, deselect the entities you don't want to see in your report, and only check the boxes beside the individual entities that you want to report on. The report will be delivered in a multi-tab Excel format, with a separate tab for each entity you select.
To return to the default, check the box beside Select All.
You can also select the data interval for the Performance Report. You can select Day for date ranges of 90 days or less, Week, Month, Quarter, or, for multi-year reports, Year.
Each metric will appear as a column header in your report.
The standard metrics include:
• Impressions: The total impressions associated with the entity over the selected date range.
• Clicks: The total clicks associated with the entity over the selected date range.
• CTR: The average click-through rate associated with the entity over the selected date range.
• Average CPC or CPM: The average cost-per-click (for keyword campaigns) or cost-per-thousand impressions (for placement campaigns) associated with the entity over the selected date range.
• Average Position: The average position on which ads associated with the entity appear on search results pages (SERPs) over the selected date range.
• Cost: The total cost associated with the entity over the selected date range.
• Conversions: The total number of conversions associated with the entity over the selected date range.
• Conversion Rate: The average conversion rate associated with the entity over the selected date range.
• Cost Per Conversion: The average cost per conversion (or "cost per acquisition/CPA") associated with the entity over the selected date range.
• Revenue: The total revenues associated with the entity over the selected date range.
• ROAS: The average return on ad spend associated with the entity over the selected date range.
• Goal Variance Value: The difference between the actual return on ad spend (ROAS) or cost per acquisition (CPA, or cost per conversion) associated with the entity, and the CPA or ROAS goal value that you entered in the Set Goal Value wizards.
• Goal Variance Percentage: The percentage difference between the actual return on ad spend (ROAS) or cost per acquisition (CPA, or Cost Per Conversion) associated with the entity, and the CPA or ROAS goal value that you entered in the Set Goal Value wizards.
• Last Modified Date: The last date on which a change was made to this entity.
The social only metrics applicable to only Facebook accounts include:
- Social Impressions - The impressions in Facebook which were shown to users with social context over the selected date range.
- Social Clicks - The number of clicks on Facebook Ads with social context over the selected date range.
- Social % - The percentage of your Facebook ads which were shown to users with social context over the selected date range.
- Social CTR - The average click-through rate associated with Facebook ads which were shown to users with social context over the selected date range.
- Social Spent - The total cost associated with Facebook ads which were shown to users with social context over the selected date range.
- Actions - The total number of actions that were taken on an ad – such as RSVP or a Like – over the selected date range.
- Social Conversions - The total number of conversions – such as email signups, videos watched – recorded by Facebook on your Fan page over the selected date range.
If you want to include all of the above metrics in your report, check the box beside Select All at the beginning of the list.
You can also create custom metrics. Start by entering the name of your custom metric in the Name Metric field. Next, select a standard SEM metric, or enter a variable to add to your expression. Then, click Add to Expression. Next, click an operator (e.g., "+" or "-") and add it to your expression. Then, add another metric or variable, and so on.
For example, let's say you want to create a metric that displays the total costs for an account you manage (such as costs + 5%).
First, you need to name your metric by entering a name in the Name Metric field, such as "Cost with Fee". Next, you would select Cost from the metric drop down and then click Add to Expression. Then, you would select the "x" operator for multiplication, and add it to the expression. Finally, enter the variable "0.05" (for 5%) in the Enter Variable field, and add it to your expression. The field at the bottom should now read "Custom Metric=Cost*0.02".
To save the metric, click on the Save Metric button at the bottom right, and the metric will appear in a section called Custom Metrics below the Standard Metrics section. Beside the metric name will be Edit and Delete links in case you want to make changes to your custom metric or delete it from your list. (If you don't delete the metric, it will always appear in the Custom Metrics section as an option for your Account Performance reports.) To reset the custom metric and start over, click the Reset button at the bottom right.
Structure Report
The Structure Report provides details and characteristics (but not performance metrics) for all entities in up to three accounts. It is ideal for showing the full structure of each selected account, independent of how each entity is performing. By default, the Account Performance Report includes separate tabs for accounts, campaigns, ad groups, keywords, placements and ads. (Keywords and placements are applicable for SEM accounts only.) However, you can choose which entities to report on from the Entities section above Standard Metrics. If you want to report on only some entities, deselect the entities you don't want to see in your report, and only check the boxes beside the individual entities that you want to report on. The report will be delivered in a multi-tab Excel format, with a separate tab for each entity you select.
To return to the default, check the box beside Select All.
Morning Report
The Morning Report compares the performance of key performance metrics on the previous day with their average performance over a series of date ranges, including last 30 days, last full month, last 90 days, and the same-day average over the last 90 days.
Trend Report
The Trends Report is a multi-tab Excel report which gives you a comprehensive look at the most important performance indicators for your account. Each tab contains a data grid and intuitive charts and graphs.
Comparison Report
The Comparison Report compares key performance indicators over the last 90 days.
Note: This report does not currently support Facebook accounts.
Day of Week Report
The Day of Week Report displays totals and averages for key performance metrics over the past 30 days. The metrics are broken down by day of the week as well as by weekday/weekend.
Keyword Report
The first tab of the Keyword Report displays key performance indicators for the top five keywords in your account over the past 90 days. The second tab provides the same performance indicators broken down by keyword match type.
Note: This report does not currently support Facebook accounts.
Ad Report
The Ad Report displays key performance indicators for the top five text ads in your account over the past 90 days.