How to Run a Device Analysis

Next up on our Ad Words Reporting 101 series: Device Analysis! These reports can be handy when deciding which platforms your ads should show on. It’s important to run reports like these occasionally because you never know when you might be surprised by the performance (or lack thereof) of ads on specific devices. Let’s dive in:


Why?

INFORM. Keep clients up to date on how their ads are performing on computers, mobile phones, and tablets.

DECIDE. Observe which devices are most and least successful and determine action plans.

OPTIMIZE. Ultimately, as devices are analyzed, optimize account performance.


How?

1. Download a 30-day campaign report off Google Ads

2. Create a pivot table that sums impressions, clicks, cost, and conversions by device.

3. Calculate CTR, CPC, CVR, and CPA for each ad and conditionally format these fields

4. Identify best and worst performing ads

5. Repeat with a 90-day campaign report


Skills

1. Excel calculation functions

2. Create a pivot table in Excel

3. Conditional and number formatting in excel

End product:

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