How mapflo Can Track Google Ads Performance

mapflo combines your Google Ads, Google Analytics and e-commerce platform data using a data flow. The outputs can be sent to Data Studio via Google Sheets. Just connect your data. 

VIEW CUSTOMER ACQUISITION COST BY CAMPAIGN TYPE

Compare the performance of your Search and Shopping Campaigns by Category (and/or by Region).

In this example for the Clothes Category of an e-commerce store, the cost of a new customer for Shopping Campaigns is consistently above that of Search Campaigns – suggesting you should decrease your Shopping Campaigns’ Target ROAS.

Screenshot showing Data Studio CAC by Campaign Type

We can compare Actual CAC against Target CAC by Campaign Type (Search, Shopping, Display) for the category. You can see that spend on both Search and Shopping campaigns is too high (Shopping is consistently 50%+ above Target CAC).

Screenshot showing Costper order vs Target by Campaign Type

VIEW CUSTOMER ACQUISITION COST (CAC) BY CAMPAIGN

We can look at the campaign level for Search Campaigns in the Clothing Category. It is Campaign A where the cost of acquisition has accelerated over the year:

If we compare Actual CAC versus Target CAC then, as expected, spend on  Campaign A is too high. However we area also underspending on Campaigns B and F which are below the Target CAC:

Screenshot of Data Studio CAC vs Target by campaign

You can drill down into other metrics – seeing that the rise in cost of acquisition has been caused by increasing cost per click (cpc). The conversion rate has been relatively steady over the period.

Screenshot showing how cpc and conversion rate change over time for a campaign

EASY TO SHARE REPORTS AND TELL A STORY

There is a lot of data and reporting in the Google Ads platform – however, it not on a last non-direct click basis and you may not want to give all stakeholders in the business access to Google Ads.

Plus mapflo combined with a Data Studio report allows you to show a sequence of charts and tables to tell a story about the health of your Google Ad campaigns. 

HOW TO OPTIMISE GOOGLE ADS

Learn more about how to optimise Google Ads: bidding strategies and pro-tips.