Quickstart > Interface introduction

After your first import you see how your Adwords account data is displayed:

Interface introduction

Main Screen Thumb
Click on the image to enlarge.

At the top of the screen you see the selected date range:

Date range

Here you can choose if you want to see all your data or a specific time interval. The available time intervals are:

  • This week
  • Last week
  • This month
  • Last month
  • Custom
  • All

Furthermore you can set your individual time frame. Then the date range 'Custom' is displayed.

Let's have a look at the first campaign summary you see:

Campaign Summary
Click on image to enlarge.

In the first row you see all your campaigns listed.

The following rows show you how your specific campaign is performing.

The available columns are:

  • Clicks: The number of clicks.
  • Impressions: How many times was your ad shown in this campaign.
  • Click-Through-Rate: The number of clicks divided by the number of impressions. The higher your Click-Through-Rate the better was your ad.
  • Average Cost-Per-Click: How much money costs you each click on an ad of this campaign in average?
  • Cost: The summed up costs for this campaign.
  • Conversions: How many conversions (purchases) resulted from this campaign? (This is only available if you track your conversions with the tracking system of Google.)
  • Conversion Rate: The number of conversions divided by the clicks on your ads.
  • Cost per Conversion: How much ad costs were needed for a single purchase?
  • Average Position: Where is your ad displayed? Is not always good to be placed on number one.
  • Conversion value: The summed up value of conversions for this campaign.
  • Return-of-Invest: Here you see how many times you get your money back.

Why are some rows red and some are green?
Simply said: You lose money if the row is red and you make money if the line is green.
If the conversion value is higher than the costs then the line will be shown in green.

Please note: The color coding makes only sense if you track your Google sales with the Google tracking system.

A quick trip to the graph:


In this graph you see the impressions (displayed in bars) and the resulting position (displayed as line).
Each data has its own y-axle.
You can draw whatever combination you want.

The available columns are:

  • Impressions
  • Position
  • Cost per Click
  • Costs
  • Clicks
  • Click-Though-Rate
  • Conversions
  • Cost per Conversion
  • daily budget
  • max. cost per click
  • max. content cost per click
  • Quality Score

Have a look at the graph section for more details.

Help to your change management.