How to Export Your Report from Google Ads
To use this tracker, you need to export a daily breakdown report from Google Ads. Follow these steps to get the correct format:
Step 1: Navigate to Reports
Open Google Ads and click on "Reports" in the top navigation, then select "Reports" from the dropdown. Click the "+" button to create a new custom report.
Step 2: Choose Report Type
Select "Table" as your report type. This gives you the tabular format needed for CSV export.
Step 3: Add Required Columns
In the report builder, add the following columns by dragging them from the left panel: Campaign, Day, Cost, Conversions, and Conv. value.
Important: Make sure "Day" is included as a row dimension, not just a filter. This ensures each row represents a single day's data.
Step 4: Set Your Date Range
Click the date range selector and choose the current month (or the period you want to track). For accurate monthly projections, include all days from the 1st to today's date.
Step 5: Download as CSV
Click the download icon and select "CSV" format. The file will download to your computer, ready to upload to this tracker.
Required Export Columns
Your CSV export must include these specific columns for the tracker to work correctly. Google Ads may use slightly different column names depending on your account settings.
Column Name
Purpose
Required
Campaign
Identifies which campaign generated each result
Yes
Day
Date of each data point (YYYY-MM-DD format)
Yes
Cost
Daily ad spend in your account currency
Yes
Conversions
Number of conversions tracked
Yes
Conv. value
Revenue value of conversions for ROAS calculation
Recommended
Currency note: Google Ads exports cost in your account's currency. If this differs from your LTV currency, enable "Convert currency" and set your exchange rate.
Understanding the Dashboard Metrics
The tracker displays several key performance indicators to help you understand your campaign performance and likelihood of hitting monthly targets.
Daily Rate
Your average number of conversions per day, calculated by dividing total conversions by days elapsed. This is the foundation for all projections.
Projected Total
Where you'll end up if your current daily rate continues for the rest of the month. Calculated as: Daily Rate × Days in Month.
Required Rate
The daily conversion rate you need to maintain for the remaining days to hit your target. If this is significantly higher than your current rate, you may need to increase spend or optimize campaigns.
CPA (Cost Per Acquisition)
How much you're spending on average to acquire each conversion. Lower is generally better, but must be balanced against volume.
ROAS (Return on Ad Spend)
The immediate return calculated from conversion value divided by ad spend. A ROAS of 2.0x means you're generating $2 in tracked revenue for every $1 spent.
LTV ROAS
The true return when factoring in customer lifetime value. Calculated as (total conversions × LTV) ÷ ad spend. For subscription businesses, this is often the more meaningful metric.
Setting Realistic Monthly Targets
Your monthly target should be ambitious but achievable based on your budget, historical performance, and market conditions.
Consider Your Budget
If your average CPA is $50 and you have a $10,000 monthly budget, your maximum theoretical conversions is 200. Set your target below this ceiling to account for fluctuations and testing.
Account for Seasonality
Performance varies throughout the year. Q4 typically sees higher CPAs due to competition, while January may see lower engagement. Adjust targets based on historical seasonal patterns.
Build in Growth
If you hit your target easily every month, it's time to increase it. Aim for targets that push your team to optimize while remaining achievable 70-80% of the time.
Interpreting Projections and Taking Action
The trajectory chart and projections help you identify problems early and course-correct before month-end.
When You're Ahead of Pace
- Consider whether to maintain spend or reallocate to testing
- Document what's working for future campaigns
- Evaluate if you can increase targets next month
When You're Behind Pace
- Review campaign performance by individual campaign
- Check for budget caps that might be limiting delivery
- Consider increasing spend on top performers
- Review Search Terms report for negative keyword opportunities
- Check Quality Score and ad relevance
Early Month vs. Late Month
Projections in the first week have high uncertainty. Don't overreact to early data. By mid-month, projections become more reliable and action should be taken if you're significantly off pace.
Optimizing Campaign Performance
Use the campaign breakdown table to identify optimization opportunities across your portfolio.
Identify Winners and Losers
Sort campaigns by CPA to find your most and least efficient performers. Consider reallocating budget from high-CPA campaigns to proven winners.
ROAS Thresholds
For subscription businesses, a ROAS of 1.0x might still be profitable when accounting for LTV. Calculate your break-even ROAS based on first-purchase margin and expected customer lifetime.
Scaling Strategies
- Budget increases: Raise daily budgets on campaigns hitting target CPA
- Bid adjustments: Increase bids on high-converting demographics or locations
- Ad copy testing: Continuously test headlines and descriptions
Frequently Asked Questions
The tracker accepts CSV files exported from Google Ads. Make sure to include the Day dimension and all required columns. The file should be in standard CSV format with comma separators.
This usually means the 'Conversions' column is missing or has a different name. Check that you've added Conversions to your report columns. Also verify your conversion tracking is properly configured in Google Ads.
Projections assume your current daily rate continues unchanged. In reality, performance varies due to day-of-week patterns, budget changes, and auction dynamics. By mid-month, projections are typically within 10-15% of actual outcomes.
Currently, the tracker handles one CSV upload at a time. To track multiple accounts, export and analyze them separately, or combine the data in a spreadsheet before uploading.
No. All data processing happens in your browser. Your CSV data is never sent to any server. Settings are stored in your browser's local storage for convenience.
'Conversions' includes only the conversion actions you've marked as primary. 'All conv.' includes both primary and secondary conversion actions. This tracker supports both columns.
Start with your historical performance as a baseline. Consider your budget, average CPA, and any planned campaign changes. A good target is ambitious but achievable 70-80% of the time.
