Many agencies still rely on manual tools like Excel and PowerPoint to build Google Ads reports. These methods slow you down, limit scale, and increase the chance of errors.
But using reporting software saves time, reduces mistakes, and helps show results more clearly.
With clear, visual reports, you can quickly understand how your ad spending translates into real performance and results.
In this article, you will learn the four key features of a Google Ads reporting tool to easily create meaningful reports, analyze performance, and boost your overall advertising results.
Why You Shouldn’t Manually Process Your Google Ads Reports?
Google Ads interface includes several built-in report types, such as:
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Predefined reports – Built-in templates that cover standard views like time, geography, device, page performance, and search terms. These are ready-made reports for quick reviews or scheduled reporting.
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Custom reports – Fully flexible reports built in the click report editor. You can use the drag-and-drop interface to select the exact metrics and dimensions you need, compare performance across campaigns or clients, and automate delivery.
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Search terms and keyword performance reports – Show the actual search queries that triggered your ads. These help refine your keyword list, improve ad copy, and remove irrelevant or low-performing terms.
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Conversion tracking reports – Provide detailed insight into conversions, including volume, cost per conversion, conversion rate, and total conversion value. Use these to track return on ad spend and campaign effectiveness.
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Audience and demographic reports – Break down performance by age, gender, location, and device. These reports reveal who engages with your ads and where to focus your budget or targeting efforts.
But when you rely on manual tools like spreadsheets and slide decks to organize these reports, you lose both speed and accuracy.
As your agency grows, these manual processes create real problems:
It Limits Your Ability to Scale
When everything depends on manual input, scaling becomes a problem. Each new client adds more hours to your team’s workload.
Reports need to be built, formatted, updated, and reviewed repeatedly.
With a reporting tool, you can apply changes across multiple dashboards, reuse templates, and schedule reports automatically.
That frees your team to take on more accounts without sacrificing quality or speed.
It Makes It Harder to Show Value
Clients want proof that their investment is paying off. But if your reports are just screenshots and static charts, it’s hard to show progress or tell a clear story.
Automated reporting tools let you present visual, real-time Google Ads data that links ad performance to business results.
You can include campaign highlights, trend comparisons, and KPIs that directly support your client’s goals.
It Increases the Risk of Human Error
Manual workflows leave too much room for mistakes. Whether it’s a broken formula, outdated data, or a copy-paste error, these issues can quickly damage credibility.
A reporting tool removes that risk. Once connected, your data flows in automatically. No re-entry, no formatting errors, and no second-guessing.
It Prevents You From Tracking the Right Metrics
When you build reports manually, it’s easy to focus on surface-level metrics. But deeper performance insights often get missed due to time or technical limitations.
With a reporting tool, you can monitor the right granular analytics metrics across every account:
Overall Performance
Start by looking at impressions, clicks, and click-through rate. Impressions tell you how often your ad appeared. Clicks show how many people visited your site after seeing your ad.
The click-through rate (CTR) shows the ratio of clicks to impressions. A higher CTR usually means your ad copy matches what users are searching for.
You’ll also want to review average position, especially if you’re not using performance max or automated bidding.
Cost Analysis
Cost-related metrics give a clearer picture of your spending. Monitor total cost, cost per click (CPC), cost per thousand impressions (CPM), and cost per acquisition (CPA).
These numbers help you decide where to reduce waste or increase your budget. If one ad group performs better at a lower cost, shift your budget there.
Cost per conversion is especially important if you’re trying to meet a target return on ad spend.
Conversion Tracking
Conversions are the actions you want users to take, like a purchase or sign-up. Use the reporting tool to monitor total conversions, conversion rate, conversion value, and return on ad spend (ROAS).
A strong conversion rate usually signals that your landing page and ad copy align well with the user’s intent. Reviewing conversion value helps you connect ad clicks to real revenue.
Audience Engagement
When Google Ads is linked to Google Analytics, you can measure how users behave after clicking your ad. Bounce rate, average session duration, and pages per session show whether users find value after the click.
A high bounce rate may mean your page needs improvement or the keyword list isn’t targeting the right intent.
Quality and Relevance
Google uses a quality score to estimate how relevant and useful your ad is for a user. This score depends on three things: expected CTR, ad relevance, and landing page experience.
Higher scores can lower your CPC and improve your ad rank. Reviewing this metric regularly can give you insight into whether your ad creation strategy matches user needs.
Each of these metrics connects to performance data that helps answer specific questions.
Google Ads Reporting Features That Help Agencies Deliver Better Results
The four key features to look for include:
1. API Connections Built for Marketers
API connections let you pull data from platforms like Google Ads and Google Analytics into your reporting tool, but managing them in-house takes time and technical skills.
APIs often break due to platform updates, which means someone has to monitor and fix them constantly.
With TapClicks, we handle the API connections for you. You don’t need a developer or extra time spent checking if data is flowing. Everything stays connected and up to date.
You can also segment your data easily. For example, if you’re targeting specific demographics or time slots in a Google Ads campaign, TapClicks lets you break down performance by those filters inside your dashboard.
Instant-on connectors further make setup fast. TapClicks supports over 250 APIs, including Google Ads, Google Display Network, Google Analytics, and Google Search Console.
Just sign in, connect your account, and start pulling up to a year of historical data in minutes.
2. A Marketing Dashboard You Can Easily Customize
Manual reporting makes even small changes a hassle, especially when you’re buried in spreadsheets and formulas.
TapClicks makes dashboard updates quick and easy. You can build from scratch or use a prebuilt template. We offer templates for services like Facebook Ads, Display, and Google Ads.
In this example, let's focus on the Google AdWords template.
After selecting the Google Ads template and connecting your Google Ads-related platforms to your account, you can edit your dashboard to reflect which KPIs you want displayed.
Dashboards are made up of widgets. These widgets can be removed completely or edited. You can even change the date range of data for individual widgets.
For example, you may want your overall dashboard to reflect May's numbers while showing May and April data within your Average Cost Per Click (CPC) widget.
Creating and Editing Widgets
Creating a widget is also simple.
Just click the plus (+) sign in the top right corner of your Google Ads dashboard.
Choose your data source, select how to organize it (by ad group, campaign, or date), and pick the display format, such as table, chart, or graph. Click save, and it’s live.
3. A Marketing Dashboard That Helps You Scale
As your agency grows, managing multiple Google Ads dashboards becomes time-consuming, especially when updates need to be made across all clients.
When you need to make changes to one dashboard, you then need to make them to all dashboards.
With TapClicks, you create a universal dashboard template. Any edits you make can be applied across all client dashboards instantly, saving hours of manual updates.
Unlike other tools, changes apply to both new and live dashboards.
This is a huge gain in efficiency that allows you to easily manage more reporting dashboards.
FYI: You can also choose to make an edit to just one dashboard if it's a change that you need to make for one client.
4. Google Ads Reports Automation
With TapClicks Report Studio, you can build reports from scratch or start with a customizable, white-label template.
These templates highlight metrics and include space for notes so you can add context for clients.
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Schedule reports automatically – Set recurring delivery for daily, weekly, or monthly intervals. Choose the file format (PDF, PPT, CSV) and schedule an end date if needed.
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Give clients dashboard access – Create a simplified, read-only view with only the widgets and data points your client needs.
Build smarter, faster Google Ads reports and scale your agency with ease. Try TapClicks today!
How to Incorporate Your Google Ads Reporting Tool Into Your Agency’s Operations
With TapClicks, you can go beyond reporting and improve your full marketing operations process. TapClicks supports three main pillars:
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Planning – Use TapOrders to submit and track client orders. If you already use a CRM, you can connect it through an Instant-on connector and send data straight into TapClicks.
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Execution – After submitting an order, your team can manage tasks with TapWorkflow. Use it to handle approvals, coordinate campaign builds, and launch Google Ads directly through TapClicks with our push integration.
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Measurement – Since your data is already connected, you can track performance right inside the dashboard. From there, create and schedule reports to keep clients updated and campaigns on track.
Accelerate Google Ads Reporting at Scale With TapClicks
Manual reporting takes time, especially for agencies managing multiple clients. Switching between platforms, downloading data, and formatting spreadsheets every week adds up fast.
TapClicks simplifies this by pulling data from your Google Ads account and other platforms into one place.
With TapClicks, you connect once and start building reports in just a few clicks. Use drag-and-drop dashboards, ready-made templates, and automated delivery.
You can filter by campaign or ad group and include key metrics like conversions, cost per acquisition, and ROAS. Reports run on a schedule and send automatically, saving hours every week.
For agencies, TapClicks makes it easy to scale. Instead of repeating the same process for each client, TapClicks gives you one system for all reporting. It helps you deliver accurate reports and clearer insights without the manual work.
FAQs About Google Ads Reporting Tool
How to get reports from Google Ads?
Go to your Google Ads account, click “Reports” in the top menu, then choose a predefined report or use the Report Editor to build a custom one. You can filter, schedule, and export reports as needed.
How do I track Google Ads performance?
Track performance by reviewing metrics like clicks, impressions, CTR, conversions, CPC, and ROAS. Use the reports tab or dashboard to monitor these regularly.
What is CMP Google Ads?
CMP usually stands for “Consent Management Platform.” In the context of Google Ads, it refers to tools that handle user consent for tracking, especially under privacy laws like GDPR. CMPs help ensure your ads and tracking comply with these regulations.
How do you know if your Google Ads are doing well?
Check if your ads are meeting goals. Look at conversions, ROI, CTR, and CPC. If results align with your budget and campaign goals, they’re performing well.
