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Enhance Google Ads Reporting

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Digital Marketing - Study Notes:

Data visualization

Data visualization is an essential part of any kind of Google Ads reporting, because it simplifies very complex data tables into graphs or charts, which are easily digestible by stakeholders, by managers, by people who are non-technical, or people just have limited time to understand what exactly it is you’re doing.

There are a number of methods available to us to do some data visualization within Google Ads itself:

  • Google Docs
  • MS Excel
  • Free or paid data handling tools like Google Data Studio, or Tableau, Datarama

After using the tables and the reports that you’ve exported or created within Google Ads and inputting them into the data visualization tool, you can then create the charts and graphs. This will allow us to draw quick insights of key pivots, share important data very quickly with non-technical people, and just act as a point of reference to map trends over time. So data visualization is essential to any kind of cost-based search activity.

An example of a Google Ads dashboard, which is really become quite common within expectations around Google Ads reporting from Google Data Studio. This is the standard template. And because it’s a Google product, it links directly with Google products like Google Ads, and so on.

All of that data that we have presented here is in templated format. And simply by opening a Google Data Studio account, choosing this template and linking it to your Google Ads, you can create this report. The other thing about this report is it’s dynamic. There’s a date range. You can do things like change segments by options, including device, location, and modify your graphs to your liking by right clicking.

So creating a custom dashboard in Google Data Studio is the next level of Google Ads reporting where you really want to bring it alive and share it with people. You can then allow them to manipulate your data using the dynamic methods, but not exactly changing the data and having the safety that they’re not going to make any optimizations within Google Ads itself.

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Cathal Melinn

Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition.  Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Paid Search
    Cathal Melinn
    Skills Expert

    This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.