A Google Ads dashboard your client can read
Google Ads already includes a free Google Ads dashboard. This page explains what it does well, when a Google Ads report next to Meta Ads and search data is worth paying for, and exactly which metrics ours shows.
- Sessions
- Users
- Page views
- Conversions (key events)
- Clicks
- Impressions
- Click-through rate
- Average position
- Spend
- Clicks
- Conversions
- Cost per conversion
- Spend
- Clicks
- Conversions
- Cost per conversion
- Followers
- Reach
- Profile visits
- Engagement
- Followers
The Google Ads dashboard you already have
Many searches for "google ads dashboard" end in the account itself, and that is fine. Google Ads lets you build dashboards from scorecards, charts, tables and notes, according to its dashboards help page.
- Dashboards sit under Insights and reports in the account and are free.
- Manager accounts can build cross-account scorecards.
- Statistics tables can be downloaded or emailed on a schedule to people with access; Google lists the formats on its report scheduling page.
When a Google Ads reporting tool earns its place
| Google Ads dashboard | AgentFabrica report | |
|---|---|---|
| Channels | Google Ads | Google Ads, Meta Ads, Search Console, GA4, Instagram |
| Who can read it | People with account access, or scheduled recipients | Anyone with the link, no login |
| Unmeasured data | Not applicable | Listed with the reason, never zero |
| Your branding | No | Agency plan: logo, colour, product name |
| Price | Free | From $30/mo |
The report is worth it when Google Ads is one channel among several. A client asking "did the money work" needs search ads next to Meta ads and organic search, not three separate exports.
Google Ads metrics in the report
| Metric | How it is calculated | When it is empty |
|---|---|---|
| Spend | Cost for the period, summed across selected accounts | No account selected |
| Clicks and impressions | Account totals for the period | No account selected |
| Conversions | Google Ads conversions for the period | No conversions recorded |
| Cost per conversion | Spend divided by conversions | No conversions recorded |
| Campaign breakdown | Up to 8 campaigns by spend, with clicks, conversions and cost per conversion | No campaigns in the period |
| ROAS (panel only) | Conversion value divided by spend, on the Reports screen | Conversion value not tracked |
- Up to 10 Google Ads accounts per brand are summed into one total.
- The ad window follows the report: 7 days for the weekly report, 30 days for the monthly one.
- Google Ads totals sit next to Meta Ads, so total ad spend is visible in one row.
- If one channel cannot be measured, the total says which channels it includes.
From connection to a client-ready Google Ads report
- 1Connect
Connect Google Ads and choose which accounts belong to the brand.
- 2Add sources
Connect Meta Ads, Search Console and GA4 if you use them.
- 3Build
Weekly and monthly reports build themselves and land in the archive.
- 4Send
Email goes out on Mondays and the 1st; share a no-login link when needed.
If you need a monthly structure to fill in by hand as well, our PPC report template lists the sections a client reads.
Deeper account analysis: search terms and impression share
A report tells the client what happened. Fixing the account needs a different screen. In our Google Ads management service we work from an analysis screen that goes further than the report.
- Search terms that cost the most, with clicks and conversions.
- Impression share lost to budget and lost to rank, campaign by campaign.
- Keywords with their quality score.
- Negative keyword suggestions that are written to the account only after approval, with your brand terms protected.
- A conversion tracking check that reads the account settings without changing them.
Pricing
| Reporting | Reporting Agency | |
|---|---|---|
| Monthly billing | $30 | $155 |
| Yearly billing | $288 | $1,488 |
| Brands | 1 | 25 |
| Users | 1 | 5 |
| Your logo, colours and product name | No | Yes |
Prices exclude VAT. Every plan is listed on the pricing page.
Reporting for several clients? The white label reporting page explains what the agency plan puts under your brand. Meta Ads reporting is covered on the Facebook ads report page.
Frequently asked questions
Does Google Ads have a free dashboard?
Yes. You can build dashboards from scorecards, charts, tables and notes inside the account, and schedule statistics tables by email to people with access.
What is the best Google Ads reporting tool?
If you only report on Google Ads to people with account access, Google's own dashboards are enough. If the report also needs Meta Ads, search and site data, or goes to clients without a login, a reporting tool helps.
Which Google Ads metrics are in the report?
Spend, impressions, clicks, conversions, cost per conversion and up to 8 campaigns by spend. ROAS appears on the panel's Reports screen when conversion value is tracked.
Why is ROAS empty on my Reports screen?
Because conversion value is not tracked in the account. The panel does not print zero for a number it cannot calculate.
Can I report on more than one Google Ads account?
Yes. Up to 10 accounts per brand are summed into one Google Ads total.
Does the report change my campaigns?
No. Reporting only reads data. Changes to the account happen in the Google Ads management service, after approval.
How often is the report sent?
Weekly on Mondays and monthly on the 1st, by email; both also collect in the panel archive.
Sources
The official documentation behind the technical points on this page:
- [1]Google Ads Help: Create and edit dashboards
Google Ads' own free dashboards and their card types.
- [2]Google Ads Help: Create, save and schedule reports
Downloading and emailing statistics tables on a schedule.
- [3]Google Ads Help: About conversion measurement
How conversions and conversion value are recorded.