Choose PPC metrics for high-level dashboard on GDS
1. Create individual scorecards to highlight the campaigns’ main metrics like impressions, clicks, cost, and conversion metrics.
Once you add the chart, be sure it is connected to the correct data source when you set up the Dashboard. To visually highlight the metrics you can: Include the scorecards at the top of the dashboard. Use a bigger and bold font. Generate a contrast between the background of the table and the number. It is important to be consistent with the look and feel of the overall dashboard and your brand guidelines too.
2. Create and add calculated CTR, CPM, and CPC fields to understand the effectiveness of your campaigns.
Click-through rate (CTR): sum(clicks) / sum(impressions) * 100 Cost per thousand impressions (CPM): sum(cost) / sum(impressions) * 1000 Cost per click (CPC): sum(cost) / sum(clicks)
3. Include lead-related metrics like total leads and cost per lead only if increasing leads is one of the goals of your campaigns.
4. Select the comparison date range on the side menu to include a percentage of variation on the main metrics and show their evolution.
You can compare to a fixed period, previous period, or the previous year. By default, this option is set to None.
5. Click on Add a > Time Series to see the evolution of the main metrics and create one chart for each metric or relate two metrics in one chart.
For example, Total Clicks and CTR, Total Impressions and CPM or Leads, and Cost per Lead.
6. Add a pie chart or treemap to show the contribution of each campaign or ad to the results of the campaign.
You can choose the dimensions to split performance metrics, according to your business objective or goals.
7. Polish your charts' design in the Style tab at the right menu to match with the rest of your dashboard.
You can change series’ colors, show or hide labels, legends, grids, and axis.