Interpreting Reach and Frequency Reports

The Reach and Frequency report is a metric within the Report Center that shows how many people saw your ads and how many times they saw them over a certain period of time. Reach is the number of unique users exposed to a particular advertisement during a specified period of time. Frequency is the average number of times a user is exposed to an advertisement.

These metrics can help you understand how many people saw the ads within their placement-targeted campaigns and how often each person saw them.

These metrics should be used in conjunction with a campaign's other reported metrics for an overall picture of performance. This report data is available at the site, ad group, and campaign levels for CPM placement-targeted campaigns only.

Interpreting Demographic Reports

The Demographic Performance report is packed with information about the gender and age groups of your users. For example, the report can reveal that your campaign doesn't perform very well in the age group 44 and over, but appeals more to women than men by a 2:1 ratio. Using data from this report, you can optimize your campaigns with demographic bidding

Interpreting Geographic Performance Reports

The Geographic Performance report is offered within the AdWords Report Center which gives information about the geographic origin of AdWords metrics such as clicks. This report can help advertisers refine the targeting of their campaigns based on the geographic distribution of users who see it.
Review your statistics by choosing the "Geographic Performance" report in the Report Center. This report, by default, will include the following metrics:

• Campaign, Ad Groups
• Country/Territory
• Region
• Metro
• City
• Impressions
• Clicks
• Avg. CPC
• Cost
• Conversions, conversion rate, cost/conversion

Interpreting Invalid Clicks Reports

The Invalid Clicks column provides data on the number of invalid clicks filtered during the reporting period. The Invalid Clicks Rate column provides data on the percentage of clicks filtered out of your total number of clicks (filtered + non-filtered clicks) during the reporting period.

You can include either or both columns when running a Campaign Performance or Account Performance report.

Best Practices for AdWords Reports

Overview of Best Practices for AdWords Reports

• Use the Report Center to assess the performance of your accounts at a more detailed level
• Schedule reports to run on a regular basis and have them emailed to you when they're ready
• Advanced Options allow you to customize every report with additional columns/metrics - including Account, Campaign and Campaign Status (for MCC reports), Daily Budget, Avg CPC & Avg CPM, and conversion metrics