Knowledge Base/PPC/AdWords Metrics

AdWords Metrics

Nate Baker
posted this on September 07, 2011 04:15 PM


AdWords Metrics

PPC > AdWords Metrics


How It Works

Once you've authorized your Google AdWords account in Raven, you can view and report on a variety of different metrics based on the campaigns, ad groups and ads contained within that account. Much like in Google Analytics, users can view their data on a broad, account-wide level or as narrow as drilling down to specific keywords.

In addition to performance metrics, the AdWords Metrics section of Raven also gives you several insights tools that you can use to evaluate the efficiency and optimization of your AdWords Campaigns. These tools are located in the Insights menu.

Case Study

If you're managing AdWords campaigns, it's critical to know if your ads are drawing a return on your investment. Using AdWords Metrics, you can quickly see how your cost, clicks, conversions and return are changing over time. You can drill down into specific campaigns to see how they're performing and see which Ad Groups are bringing in the most clicks or conversions.

Like the rest of the tools in Metrics, AdWords Metrics integrates with tools like Event Manager to show you how different events in the life of your campaign affect your AdWords data. All of this information is completely reportable – both at quick reports and in Report Wizard.

Authorize Your AdWords Account

  1. Navigate to PPC > AdWords.
  2. Click the New Account button. If you already have a Google Account authorized, you can choose that account from the dropdown menu and click the Use This Account button to use it in your Campaign.

  3. Click the Submit button after checking the Google AdWords option in the authorization window.

  4. Click the Accept button to allow Raven to display data from Google AdWords. If you are signed into multiple Google Accounts, you will be directed to choose the appropriate account. If you are not signed in at all, you'll be directed to sign in.
  5. Select a specific AdWords Account. Raven recommends that users authorize My Client Center (MCC) accounts, which contain multiple AdWords accounts. If you are authorizing a single AdWords account, skip this step.


AdWords Account Settings

Choose a Different Customer Account

If you authorized a MCC account in Raven, you can change the active account in Settings. Click the Settings icon and navigate to the Customer Accounts tab. Choose a new Customer Account from the dropdown menu and click Submit to save your changes.

Reauthorizing AdWords Accounts

If you'd like to tie a different AdWords account to the current Website or reauthorize your current account, you can do so by clicking the Settings icon in AdWords Manager. In the window that appears, select the Reset Authorization tab and click the Reset Authorization button.


Navigating AdWords Metrics

A great deal of information is accessible in a single Google AdWords account, so we've built in some features to help you find your way around.


AdWords users can easily manage different elements of their AdWords accounts by using the navigation menu in the left sidebar. Section specific settings and options can be found on their respective pages. Additionally, any menu item in the sidebar with a plus symbol next to it contains additional tools for use.

Networks, Devices and Click Types

AdWordsMetrics-NetworksDevices.pngAt the bottom of the sidebar for most sections in AdWords Metrics and AdWords Insights are several dropdown menus allowing you to narrow the scope of your data. This includes dropdown menus for Networks, Devices and Click Types. To filter your data to only show metrics based on one of these criteria, click the dropdown menu and choose your option. The data will automatically filter from there.


AdWords data can be filtered by two networks: Search Network and Display Network. The Search Network covers text ads displayed alongside search results in Google, including results shown in the searches themselves and along the sidebar. The Display Network covers all image, video and rich media advertisements displayed in services like YouTube and AdSense.


If you're running your AdWords campaigns in such a way that ads are displayed on multiple kinds of devices, you can filter your data by device type using the Devices dropdown menu. Four options are available:

  • Tablet: Devices that are larger than a phone, but smaller than a laptop. This includes iPads, Kindles, Nexus tablets and more.
  • High-end Mobile: Mainly referring to smartphones with full-featured Internet browsers, but could also display data from phone-sized touchscreen devices like iPod Touch and Zune.
  • Desktops / Laptops: Netbooks, laptops, desktop computers and any other device running a browser that has not been modified specifically for mobile users.
  • Unknown: Everything that hasn't been categorized in one of the above devices.

Click Types

Click Types categorize the ways that users interact with your advertisements. Depending on your Campaigns, this could be performed in a multitude of ways, ranging from clicking an ad's headline, making a phone call from your ad, viewing map directions and more.

The following Click Types can be filtered to using this dropdown menu: Ad Headline, Sitelink, Breadcrumbs, Location Expansion, Driving Directions, Phone Calls, Mobile Phone Calls, Manually Dialed Phone Calls, Product Offer, Product Plusbox Offer, Print Offer, Other and Unknown.

Date Range


Click the Date Range menu to creates the boundaries for all metrics within AdWords Manager. You can set the Date Range to one of the following options:

  • This Week (Sunday - Today)
  • This Week (Monday - Today)
  • Last 7 Days
  • Last Week (Sunday - Saturday)
  • Last Week (Monday - Sunday)
  • Last Business Week (Monday - Friday)
  • Last 14 Days
  • This Month
  • Last 30 Days
  • Last Month
  • Custom Date

These presets will automatically change your date range, which will shift your data to filter out anything that didn't take place within your chosen date range.



You can display custom events laid over your graphs in Raven. Once you add events to Event Manager in Campaign > Events, those events will automatically appear on your AdWords graphs.

Google AdWords vs. Google Analytics

There are two places where you are able to see AdWords metrics data in Raven: Google AdWords and, if your AdWords account is connected to your corresponding Analytics account, Google Analytics. The difference in this data is that what you see in PPC > AdWords Metrics comes directly from Google's AdWords API. The data in Campaign > Google Analytics is a mash-up, containing some Google Analytics data and some Google AdWords data.

For most purposes, we recommend using PPC > AdWords Metrics for detailed information about your ad campaigns (and only about your ad campaigns). This data is more accurate to the kind of information about your ads themselves. If you would prefer to see information tied to your Google Analytics goals, you should navigate to Campaign > Google Analytics > AdWords.

You can find more information about AdWords Metrics delivered by the Google Analytics API elsewhere in the Knowledge Base.

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