Campaign Analytics

Campaign Analytics shows how your Google Ads campaigns and keywords connect to CRM deals: spend and delivery alongside the companies identified, influenced pipeline, and revenue each one drives. Click any campaign or keyword to reveal the warm accounts it is driving.

Campaign and keyword views

By default you see the campaign view, with each campaign's top keywords listed as a sub-label. Toggle to the keyword view to see the same metrics broken out per keyword. Both views share these columns:

Ad Spend: Google Ads spend for the campaign or keyword.
Impressions: Google Ads impressions.
Clicks: Clicks, with the average CPC shown underneath.
Companies: Companies identified from visits in the period, whether or not they have a matched CRM deal. A measure of reach and prospecting size.
Conversions: Google Ads conversions, the ones counted in your "Conversions" column in Google Ads.
All conversions: Every conversion action Google recorded, including the ones you have set not to count as conversions. It is therefore the same as or higher than the Conversions column.
Influenced Pipeline: Value of influenced deals created in the period that aren't closed-won (open and closed-lost).
Influenced Revenue: Closed-won revenue.

The keyword view adds two more, both of them Google's own estimates rather than anything Fibbler calculates:

First page CPC: the bid Google estimates the keyword needs to reach the first page of results.
First position CPC: the bid Google estimates it needs to reach the first position.

All conversions, First page CPC and First position CPC show a dash when Google sent us nothing for them, and the cell is left empty in the CSV. Google only estimates the two CPC columns for some keywords, so dashes there are normal. Conversionsalways shows a number, so if you don't have conversion tracking set up it reads 0 (and 0.00 in the CSV).

Account totals

Above the table, an Account Totals row gives impressions, clicks, cost, conversions and all conversions for the whole connected ad account over the selected period. It is summed across every campaign in the period, so it always agrees with the table below it rather than being a separate figure fetched on its own.

Reports: search terms, ads and bidding strategies

Reports in the Google Ads section of the sidebar holds three more views, each on its own tab, for the last 7, 30 or 90 days:

Search terms: what people actually typed before they clicked, with the match type that caught it, plus the campaign and ad group it landed in.
Ads: performance of each individual ad, with its type, status, ad group and campaign.
Bidding strategies: clicks, impressions, cost and conversions grouped by bidding strategy type, with the portfolio strategy name where the campaigns use one. Average CPC and cost per conversion are worked out from those totals.

These three come from the same nightly sync as the rest of your Google Ads data rather than being fetched from Google while you wait, so the page says when the figures were last updated. A range that crosses a month boundary adds the months together, so a search term used in June and July is one line rather than two.

The deals behind the numbers

Click the Influenced Pipeline number to see the deals behind it (open and closed-lost), or the Influenced Revenue number to see the closed-won deals. Each deal shows:

Deal name
Company name
Deal amount
Deal stage
Created and close dates

Warm accounts per campaign and keyword

Each row shows a warm accounts pill: companies visiting from that campaign or keyword that aren't a deal in your CRM yet. Click the row to open the list, scoped to the period you are viewing. Companies are flagged New or Rising and the list exports to CSV. See Warm accounts for the full explanation.

Google Ads attribution gets more reliable as visit history builds up. Give it at least 30 days, and expect pipeline and revenue figures to fill in as deals are created and closed.

CSV export

Export the current view as a CSV. The export includes the campaign or keyword name (and its keywords or campaigns), ad spend, impressions, clicks, companies identified, CPC, conversions, all conversions, pipeline and revenue, plus first page CPC and first position CPC on the keyword view. All conversions and the two CPC estimates are left empty when Google sent no value. Conversions is always written as a number.