8-MINUTE READ · By Krzysztof Stanisławek
One thing that we encounter all the time in PPC, no matter the industry and no matter the client, is reporting issues. Companies struggle to get a big picture overview of their spending, clicks, and conversions. As a result, they fail to make quick, on-the-spot decisions and are unable to correct the course when campaigns are still live.
To answer all these problems, we at metrics.agency have created a multichannel reporting dashboard which we call This Year. I want to give you a quick run through on all the aspects we cover in our reporting so you can create a similar dashboard on your own using Supermetrics.
Navigate this post:
- How To Plan Your Multichannel PPC Dashboard
- The Metrics of Your Multichannel PPC Dashboard
- How To Get Your Data Into The Spreadsheet Report & Set Up An Auto Query Refresh
- Putting It All Together – inc. video walkthrough
1. How To Plan Your Multichannel PPC Dashboard
The first point to consider when building your dashboard is the time frame. We have clients that plan budgets yearly, monthly, weekly, and per campaign. Every client is different and has different needs. For this reason, we generally recommend two types of dashboards: monthly and yearly. The yearly dashboard covers all the campaigns that don’t have specific budgets per month. The monthly ones are for clients that plan budgets per month.
The beauty of our dashboard solution is that we can include an infinite number of sources. Among the most common sources we use are Google Ads, Facebook Ads, LinkedIn Ads and Twitter Ads. Just for the peace of mind, we also keep the colors close to the brand’s official color for us to be able to quickly distinguish among the sources.
After importing your data from various platforms into a spreadsheet with Supermetrics, you will need to implement a naming convention so you know which channel specific data is from. So say if you extract data from Facebook but don’t name it correctly, you will be a little lost.
This is a real example:
If I find a campaign like this in a spreadsheet I cannot know if it’s from FB, Google or LinkedIn.
For this reason, we include a very specific part of naming inside every campaign we set up in our naming convention. The first part is called Source, where we include a three-letter shortening of a channel. Be it LIN for LinkedIn Ads, FBA for Facebook Ads of GAD for Google Ads; it helps us immensely when putting all the data together.
The second most important part of the naming process is the ActionID. For us, an ActionID is a unique identifier of a campaign, which we understand as a marketing campaign and it can include multiple campaigns in Google, Facebook and other channels which share an ActionID. It can be an evergreen Dynamic Remarketing Campaign or a Lead Generation campaign promoting a specific eBook. The important part is that it has a unique identifier. We use [/XYZ] for this where XYZ is a number from 001-999. For example, the end result of the naming process would be:
You can read this as a Facebook remarketing campaign using the list of all users that’s identifier equals /101 and the name is EvergreenEbookRemarketing.
We plan our our dashboards carefully and customize them to each client’s preference, but there are some fixed points that need to be done in a certain way. Here I want to go into the sheets we recommend using. You will be able to click through them and understand them better in the live preview provided at the end of this article.
ActionID overview – here we put all the ActionID numbers and their names. This helps us quickly identify the campaigns and serves as a reference point for the main dashboard.
ALL Campaigns (ActionID) report – here we put all the elements together. This is the main overview for our dashboard.
Platform report – We need one sheet per channel to get the data to a spreadsheet using Supermetrics. For example, it could be “Google Ads report”, where we set up a report in Supermetrics.
Conversion per platform – In a similar manner we set up a conversions sheet that gathers all the data on specific conversions per channel.
2. The Metrics of Your Multichannel PPC Dashboard
This is the most basic metric we include in our reports. It does not matter if you are the CEO or a Digital Marketing Manager, we all care about the spend. We always include three columns – Budget Spend, Budget Planned (to check if we are on schedule with spending) and the % of Budget Spend up to today. This gives the report reader an overview of the situation.
Impressions, Clicks & CTR
These three metrics help us notice anomalies in the campaigns. When we have a very low CTR and high impressions it screams “Investigate me!”
Macro- & Micro-Conversions
We always distinguish between two types of conversion: macro & micro.
Macro is the main goal of campaigns. For example, it can be filling out a form or making a transaction in an e-commerce store.
The second type is a micro-conversion, which can be described as actions that bring you closer to your goal or signal engagement but are not the main goal. These conversions could include video plays, scrolls, visiting a specific page or “add to cart”. These goals are always connected to the main goal and give us an indication if we are going in the right direction. You can read up on the micro-conversions on HubSpot’s blog.
Cost per Conversion
Having campaigns on different channels is always a challenge. Cost per macro and micro conversion help you make decisions on which campaigns to boost and which to end. If the cost per sign up from FB is a lot higher than from Google Ads, you should consider adding more budget to Facebook when there is still potential to improve. However, you need to remember that increasing the budget will also cause the cost/conv to increase as we are bidding on lower intent users.
3. How To Get Your Data Into The Spreadsheet Report & Set Up An Auto Query Refresh
The majority of our reports and documents are built on Google Sheets. Therefore, we feel like a million dollars when using vlookups, sumifs, and index/matches among others. Here I would like to give you an overview of all the functions that you need to know to configure your own dashboard.
- CONCATENATE: This helps us identify the correct campaign. The formula is as follows(“*”,A108,”*”) where A108 is for example the channel FBA.
- IFERROR: In case of anomalies, we don’t break our report but we have a failsafe. We recommend putting a 0.
- SUMIFS: With this formula you select the source, for example FBA, and also the ActionID to sum up the clicks and impressions. Please note you have to use it with the CONCATENATE function
- VLOOKUP: This lets us find the action name based on the ID.
4. Putting It All Together
I hope this article helped you understand and plan out your next digital marketing dashboard for multichannel PPC reporting. Sometimes we use Google Data Studio, sometimes Microsoft BI, but our preferred option is Google Sheets. With Supermetrics, it allows us to be as flexible as we want and modify the dashboards in a simple fashion without spending a lot of time on it. If you have any questions, feel free to email me directly at firstname.lastname@example.org
How To Build A Multichannel PPC Report – Video Walkthrough
To fully understand the complexity of our dashboard it’s better to check it yourself. Here is a link to a demo (access by request).
About Krzysztof Stanislawek
Krzysztof is an experienced performance marketer with a focus on web analytics. Currently, he is helping companies get to a higher level in Google Analytics, GTM management and marketing dashboards. You can connect with him on LinkedIn.