How We Track And Report On Paid Search Performance

What we track

• Impressions: How many times your ads were shown.
• Clicks: How many people clicked your ad.
• Conversions: Form submissions, phone calls, bookings, purchases.
• Cost per click (CPC): What you're paying per click on average.
• Cost per conversion (CPA): How much you're paying to generate each enquiry or sale.
• Conversion rate: The percentage of clicks that turn into conversions.

Attribution

Attribution connects a conversion back to the campaign, ad group, and keyword that drove it. Accurate attribution requires proper conversion tracking — phone clicks, form submissions, and booking completions tracked separately so we know exactly what's driving results.

Our reporting format

Monthly reports cover the period's performance against target KPIs, what changed and why, and specific recommendations for the coming month.