The Google Ads Performance page in Milestone Analytics provides detailed insights into how Google Ads campaigns are performing. This view helps agencies and businesses analyze ad spend, engagement, and return on investment at both a summary and campaign level.

Overview Widget

The Overview Widget in the Google Ads section provides a high-level view of how your paid campaigns are performing over time. It allows both agencies and businesses to monitor key campaign metrics and spot trends quickly.

What the Widget Displays

Here are the key performance indicators (KPIs) you can select in the dropdown:

• Impressions: The total number of times your ads were displayed to users. Indicates campaign reach and visibility.
• Clicks: The number of times users clicked on your ads. Shows ad engagement.
• Bookings: The number of confirmed reservations or conversions attributed to ads.
• Revenue: The total monetary value generated from paid campaigns.
• Leads: The number of inquiries or potential customer contacts captured from ads.
• Cost: The total spend on your paid campaigns.
• ROAS (Return on Ad Spend): Revenue earned per unit of spend (Revenue ÷ Cost). Example: A ROAS of 4 means $4 revenue for every $1 spent.
• Click to Calls: The number of direct phone calls initiated from call-enabled ads.
• Estimated Phone Revenue: The projected revenue generated from phone calls that originated via paid ads.
• CPC (Cost Per Click): The average cost for each ad click (Cost ÷ Clicks).
• CTR (Click-Through Rate): The percentage of impressions that resulted in clicks (Clicks ÷ Impressions × 100). Indicates ad relevance and effectiveness.
• CPA (Cost Per Acquisition/Booking): The average cost incurred to generate one conversion or booking (Cost ÷ Bookings). A critical efficiency metric for ROI analysis.

Breakdown By Device Type

The Breakdown by Device Type widget helps agencies and businesses understand how paid media performance varies between Desktop and Mobile users. This breakdown is essential for optimizing campaign targeting, bids, and budget allocations.

What You See in the Widget

• Revenue: Total revenue attributed to paid campaigns, split by device.
• Leads: Total number of leads generated, broken down by device type.
• Cost: Total spend on ads, with device-level distribution.

Device Split Visualization (Pie Chart):

• Orange = Desktop performance.
• Green = Mobile performance.

Each slice shows the percentage contribution and actual value.

Paid Search Campaigns

The Paid Search Campaigns widget provides a detailed, campaign-level breakdown of Google Ads performance. This section allows both agencies and businesses to drill down into how individual campaigns and ad groups are performing across critical KPIs.

What You See in the Widget

Campaign & Ad Group List

• Displays each Google Ads campaign and its associated ad groups.
• Allows expansion/collapse to view performance at a granular level.

Customizable Columns

You can select up to 7 KPIs at a time to display. Available options include:

• Impressions: How often ads were shown.
• Clicks: Number of user interactions.
• CTR (Click-Through Rate): % of impressions that converted into clicks.
• CPC (Cost Per Click): Average cost paid per click.
• Cost: Total spend for the campaign/ad group.
• Bookings: Confirmed reservations generated.
• Revenue: Value generated by that campaign.
• ROAS (Return on Ad Spend): Efficiency of spend (Revenue ÷ Cost).
• Brand Search Volume: Search demand for branded queries.
• Leads: Potential customer inquiries captured.