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How to setup Google ads report on Looker Studio

Create performance reports and custom data visualizations for Google Ads campaigns with Looker Studio.

Why is it important:

Google Looker Studio is a powerful visual reporting tool used to create performance reports and custom data visualizations for Google Ads campaigns. With Looker Studio, you can quickly access and visualize key metrics such as impressions, clicks, cost-per-click (CPC), return on ad spend (ROAS), click-through rate (CTR), and more. By creating comprehensive reports with this tool, you can track your performance over time to make informed decisions about where to allocate your budgets. With the help of Looker Studio, you can also identify areas with potential for improvements in effectiveness or efficiency and take action accordingly.

The tool can also be used to report about the Google ads performances to your clients for whom you might be handling the Google ad campaigns.

Things required before you start:

  • You should have an existing personal Google account with the necessary login information (email address, password).
  • You need to have an already set Google Ads account, and if you haven’t done it yet, then follow our guide to do so.
  • You should have existing Google ads campaigns in your account, and if you do not, then follow our guide to create your first one.

Steps to setup Google ads report on Looker Studio

Step 1: Go to Looker Studio – Google.

Step 2: You will have access to a lot of template reports and also the option of creating a report from scratch.

Looker studio access

Step 3: Click on the Create button at the top left corner of the screen, and from the dropdown, select “Report”.

Creating a report on Looker studio

Step 4: When you are doing it for the first time, it will ask for the basic details about your company to set up your account.

Fill in the necessary details, check the Terms of Service agreement by clicking on the checkbox next to “I agree…” and then click on “Continue”.

Entering your basic information for the account

Step 5: Next you will asked to verify your email preferences with Looker Studio. You can select the ones that interest you and then click on “Continue” to proceed.

Provide your email preferences for the report to be delivered

Step 6: You will be then asked to set up a data source for the report, and a data connector’s list will pop up. You can find quite a few data sources in the Looker Studio. You can explore them later; for now, let’s click on “Google Ads” to continue.

Setting up sources for the report

Step 7: On the next screen, click on “Authorize” to give Looker Studio access to fetch data from your Google Ads account.

Authorizing Looker Studio for the access

Step 8: You will get a pop up to sign in to your Google account with which you have your Google ads account associated. Click on the necessary Google account to continue.

Choosing your google account

Step 9: Once clicked, you will be redirected to the data source setup screen and you will now be shown the Google Ads account list associated with your Google Account. If you have more than one account associated with your Google account, click on the correct one to continue.

Selecting the account

Step 10: Once selected, click the “Add” button at the bottom of the screen to proceed.

Adding the account to the Looker studio

On the next screen click on “Add to report” to finish the data source setup process.

Add to report

Step 11: Now let’s explore the basic and most important controls of the Looker Studio report:

Report screen of Looker Studio

  1. This is the segment where you can edit the report name and give a meaningful one to it to refer to later on.
  2. This menu panel helps make necessary changes to the report, like saving it, adding a page, inserting images, etc.
  3. This is a shortcut button for adding a new page to the report to spread the necessary charts etc, across pages of different themes or focus areas.
  4. This is a shortcut button to add different forms of charts to the report, from bar charts to treemaps and more.
  5. This is a shortcut button to add a control to the report. Controls are elements that can give a viewer of the report flexibility in controlling the data shown in the report. For e.g., you can add a control – Date Range Control if you want the report to show dynamic results based on the date range the viewer selects. Similarly, you can add a Dropdown Control focused on Campaign Names to help viewers select the Campaign whose data they want to view.
  6. This is the area where you can edit the chart/table item selected on the report. You can edit the dimensions and metrics of the selected item.
  7. This is the whole list of available data fields from your Google Ads account. You can also use the search bar at the top to find the specific data you want to use.
  8. This is the main area where the reports are created, and you have full access to align the reports and charts in any way you want on this whitespace.
  9. These are the individual elements (tables/charts) that are used in the report.
  10. This menu panel helps you either preview the report or share it with your team/clients.
  11. This option, though it might seem trivial, but it is necessary. Apart from changing the theme (look & feel) of the report, you can change the dimensions of the report using this option. The default dimension of the report is never enough for a full-scale Ads report, so you may need to use this feature to change the dimensions to the one you want. You can always add multiple pages to the report, but the dimensions of the pages need to be set according to you using this option.

Step 12: Let’s start with a blank report. Click on the “Add a Chart” button, and from the dropdown, select “Geo Chart”.

Adding charts to it

Step 13: Drag and drop the element at a desired position in the report area. You will see that the chart started with a default Dimension and Metric.

Dragging and dropping elements

Step 14: To change the metric, say we want to replace it with “Conversions” instead of “Clicks”.

Type in “Conversions” on the search bar of the Data column, and from the list, drag and drop the “Conversions” metric onto the Chart’s metric area.

Setting the metrics

It will automatically replace the existing one, but for this chart, only one type of metric is allowed.

Note: Metrics are denoted by the blue 123 symbol before their names on the data column, and Dimensions are denoted by the green ABC before their names.

The report will now have the new data available.

Report display

Step 15: Click on the “Add a control” button, and from the dropdown list, select “Date Range Control” and then drag + drop it into the report area.

The date range control Using the date range control on report

Step 16: To view the date range control in action, click on the View button at the top right corner of the screen.

Viewing the control in action

In the preview mode, you will see that you can alter the data on the report using the date range control and view the report based on different time periods that are selected by any viewer.

date range view

The date being set for the report

Step 17: Now that you have a basic understanding of how the main elements of the report builder work, you can play around with the different elements on a test report sheet and then create your own dashboard for your business.

Step 18: Another easy way to quickly create a report for your Google Ads account is through the predefined templates of Looker Studio.

To use them, go back to the Look Studio main page and click on Template Gallery.

Predefined templates on Looker Studio

Step 19: Scroll down to the segment “Google Ads”, and then from the 3 options given, select the one that suits your needs the best.

Search for the right template

For example, let’s start with the first one, the Overview Report. Click on the report to proceed.

Step 20: Initially, it will open with a sample datasheet provided by Google, to customize it as per your data, click on “Use my own data” at the top right corner of the screen.

Use your own data

You will be asked again to select the desired Google Ads account from the list and then click on Add.

Connect the related account

Step 21: On the next screen, click on “Add to report”.

Add it to the report

Step 22: You will now be able to see the dashboard with your data. Click on “Edit and “ to take the report to the Looker Studio report editor, and then you can customize it accordingly, change the name of the report, or even share it.

View the customized report

On the report builder, you will then have access to each and every element of the report to edit and customize it according to your need.

Customize it element wise

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