Best PPC report templates for marketing teams and agencies (2024)

What is a PPC report?

A PPC report is a document that consolidates data from multiple sources (e.g., Google Ads, Meta Ads, Microsoft Advertising) to track and display key performance indicators (KPIs) (e.g., CTR, CPC, conversions), enabling teams and agencies to monitor campaign and channel performance and create presentations for clients and executives. 

PPC reports are typically created using flexible tools like Google Looker Studio, Power BI, Google Sheets, or platform-specific solutions to enable high customization and integration of multiple data sources.

What to include in a PPC report?

An actionable PPC report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.

Executive PPC reports

Executive reports for CMOs, CEOs, and clients show PPC's bottom-line impact. Reviewed weekly, monthly, or quarterly, they include:

• PPC ROI analysis: by channel, using attribution models for large budgets (≈100k/mo).
• Unit economics analysis: CAC, LTV, payback, ARPU from PPC-acquired customers
• Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel)
• Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified Looker Studio reports.

PPC manager reports

Manager reports have cross-channel views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:

• Cross-channel reporting: overall campaign, product, client, or region reporting across channels
• Goal tracking: compare current performance vs objectives
• Audits for prioritization and spotting issues 
• Competitive analysis for channel and tactic mapping
• Keyword and audience research

Operational PPC reports

Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:

• PPC: budget pacing, engagement, creative performance, CPA
• Social: post metrics, follower growth, engaging topics/hashtags
• Email: delivery, open, conversion rates
• SEO: keyword/page rankings, impressions, clicks, speed, errors, backlinks

Operational PPC reports are highly customized, built in flexible tools like Google Sheets or Looker Studio to enable data cleaning, blending, annotations, and integrating multiple sources.

How to build a PPC report?

To build a PPC report, connect your data sources, choose a template on Looker Studio or Sheets, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF or email. 

Here’s the breakdown: 

Connect data sources

Define and connect the data sources to bring to your report. Common sources are Google Ads and Meta Ads for PPC performance, GA4 for web analytics, CRM or E-commerce for sales and email data, and Instagram or TikTok for Social Media.

To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report. 

You can follow these tutorials on connecting your data:

• How to connect PPC data to Google Looker Studio
• How to connect your data to Google Sheets

Choose a template

Choose from dozens of PPC report templates in Google Sheets or Looker Studio, designed for use cases like PPC monitoring, budget pacing, funnels, and creative performance. 

Learn to copy Looker Studio templates. 

While templates are the starting point. Make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, GA4 events and all the fields and metrics that you define as "conversions" and "revenue".

Depending on your reporting tool—Google Sheets or Google Looker Studio, pick any of the dozens of templates created by our team and customers to solve your PPC reporting use cases, such as PPC monitoring, budget pacing, funnels, and creative performance. 

Select metrics, dimensions, and charts

Once your report template is downloaded, you may 1)modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps: 

1. Select the data source and the account connected to it
2. Choose metrics (e.g. Clicks, spend, Sessions, ROAS, etc.). 
3. Choose breakdowns to segment your data (e.g. by date, campaign name, ad image, etc.)

You can follow these tutorials on adding data to your reports

• Calculated fields
• Charts
• Data blending
• Grouping and tagging

Design

To make your PPC reports truly white-label you can add logos, colors, fonts, and styling to mirror your brand. 

Follow these tutorials to design your PPC reports:

• Design reports on Looker Studio
• Best practices on designing PPC reports

Share

Share your PPC reports via links, PDF, schedule emails, and control permissions.

KPIs to include in a PPC report?

PPC reports should include a mix of funnel—visibility, engagement, conversion—,efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of PPC campaigns towards business goals. They include:

PPC funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel: 

• Visibility metrics: impressions, reach, followers, email deliveries
• Engagement metrics: clicks, comments, shares, video plays, Sessions, average time
• Conversion metrics: custom conversions, leads, purchases, key events

Efficiency KPIs compare your PPC outputs to the cost, including:

• Visibility: CPM (Cost per Mille)
• Engagement: CPC (Cost per Click)
• Conversion: CPA (Cost per Acquisition), CPP (Cost per Purchase) 

Effectiveness KPIs compare the input with the output from one funnel stage to another

• Visibility: Frequency
• Engagement: CTR, engagement rate
• Conversion: Conversion rate

Sales and cost KPIs show the bottom-line impact of your PPC performance:

• Sales: customers, revenue
• Cost: ad spend, OPEX, payroll
• Efficiency: ROI, ROAS, CAC
• Effectiveness: AOV, ACV

To analyze these PPC KPIs, segment them by:

• Channel: paid, social, Facebook Ads vs Google Ads

• Time: Hourly, daily, weekly, monthly

• Campaign: funnel stage, objective

• Business: client, branch, region

• Audience: geo, tech, demographics, interests, behavior, placement

• Content: creatives, format, topic, keyword