A framing example, not a client result: "You spent €100k on Meta and Google. Here's what actually produced the €300k that hit your bank account." Use their month. Keep the order.
The client read: spend on one line, bank revenue on the next
Cost for the agreed dates, in the account timezone. Under it, payment revenue for that window: charges the processor settled. Name the Google conversion actions. If they changed, say so. Conv. value / cost stays on the efficiency line. Google scores its rules. The processor scores what cleared.
Before you add Meta's number to Google's, read do Meta and Google double count sales?.
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Ecommerce clients: which Google ads produced the revenue that hit the bank
Ecommerce retainers still open with Google's Cost line. The next line the client trusts is payment revenue for the same dates: charges that cleared.
Framing example only (not a customer result): "You spent €100k on Meta and Google. Here's what actually produced the €300k that hit your bank account." Use their month after you say that.
Keep Google columns labeled as Google. When the pack has to show Meta and Google together, use PPC reporting for the combined Meta + Google client pack.
What to put in a Google Ads client report
Cost, the retainer's conversions, Cost / conv., and Conv. value or Conv. value / cost when value exists. One auction note if it explains the week: impression share, Search versus Performance Max, or a search-terms cleanup. One change note. Then the payment line.
Want those columns laid out already? Copy the Google Ads report template for clients, which keeps the payment line under Cost.
Do not paste Meta purchase value into this total. Send that question to one sale, two claims. Sister decks: Facebook Ads reporting and Meta Ads reporting.
What Google Ads reporting shows
The tables in Google Ads: Campaigns, Ad groups, Ads, Keywords, plus saved or custom reports under Reports. A date range, a segment, a column set. Google credits conversions under the account's conversion settings and attribution choices. Given that window and those rules, what did Google count?
- Cost (or Spend): what you paid Google
- Conversions: actions you track, as Google attributed them
- Cost / conv.: spend divided by those conversions
- Conv. value and Conv. value / cost: attributed value over spend, when value is set up
- Clicks, Impr., CTR, Avg. CPC
- Search terms, Network, Device, Campaign type: often a diagnosis, not a client slide
- Impression share and lost-IS columns, when volume stalled
To work one of these out from your own export, use the CTR calculator.
For what each column means and how they relate, see CPM vs CPC.
To work one of these out from your own export, use the CPM calculator.
Good for pausing keywords and catching tracking breaks. Not a bank statement.
Reporting and insights: the screen versus the deposit
The phrase still means that screen. Campaigns for the weekly read. Reports for a saved export, a scheduled email, or a CSV. A Conv. value chart is still Google's credit. When they ask what the business made, answer with payment revenue.
Google Ads reporting tools and templates
"Google Ads reporting tools" and "PPC report template" usually mean packaging: a repeatable export and a share that survives Slack. Google Ads stays the buyer workbench. Looker Studio or Sheets often repackage the same export. A template locks columns and the conversion-action note. It does not turn Conv. value into a deposit.
For a pack that covers more than Google, see the client reporting template.
Thexly does not replace the Google Ads UI and does not pull Google Ads spend. Live share versus a stale PDF: agency client reporting from payment revenue. Stack choice: Sheets, Looker, and AgencyAnalytics versus a payment read.
For the tags themselves, the UTM builder for agencies puts the campaign name in a custom parameter, so your report shows names instead of ID numbers.
Columns that matter once the client asks where the money went
Weekly, say Cost, the retainer's conversions, Cost / conv., value if you track it, and one auction note. Name Google's attribution setting beside value. The UI can show data-driven attribution or another model that account offers, and lookback windows on conversion actions. Change the rulebook and Conversions, Cost / conv., and Conv. value / cost move. Label the rule. Thexly does not set it.
For a QBR, add trend, top campaigns or campaign types, what you changed, and one line that Google credited value is not settled revenue. Leave caveat-heavy columns off the deck. Lock the conversion actions so this month matches last month. Pair every screenshot with Cost and dates.
Sample only. Invented for teaching. Not an industry average, not a customer story, not a benchmark.
| Line | Sample figure |
|---|---|
| Date range | Monday to Sunday (account timezone) |
| Conversion note | Purchase (primary), 30-day click lookback, as labeled on this sample |
| Cost | $6,400 |
| Purchases | 52 |
| Cost / conv. | $123.08 |
| Conv. value / cost | 2.1 |
| Clicks / Avg. CPC | 1,280 / $5.00 |
| Auction note | Search impression share about 68% (sample) |
We spent $6,400. Google attributed 52 purchases at about $123, Conv. value / cost 2.1 under that note. If the processor shows fewer settled purchases, say so. Do not average the lenses.
Doing this for several clients?
Thexly for agencies gives each client a workspace and a read-only link they can open without logging in.
When Google and Meta both show the sale
One person can click both and buy once. Both reports take credit. The processor records one charge. Do not add the values. Each claim stays next to its own spend. Payment revenue is its own line. Full version: Facebook vs Google Ads: one sale, two claims. Program math: blended ROAS and MER versus platform ROAS.
When the Google export is not enough for the retainer conversation
Stay in Google Ads for keywords, ads, bids, and budgets. Step outside it when they ask what they made and you only have Conv. value / cost, when Meta is also running, or when they need a live link without a Google login.
That second job is payment-verified client reporting. Thexly for agencies does not upload conversions into Google Ads.
FAQ
What should a Google Ads client report include besides the platform screenshot?
Cost, locked conversion actions, Cost / conv., value if you track it, dates, one change note, and payment revenue for the same window.
Where do reporting and insights stop, and where does payment revenue start?
Insights stop at what Google counted. Payment revenue is what the processor settled.
Can I add Google's conversion value to Meta's revenue in the same total?
No. One sale can sit in both. Show payment revenue once.
Does a reporting tool replace checking what hit the bank?
No. Repackaged Google columns are still Google's credit.
Does Thexly upload conversions into Google Ads?
No. No conversion upload, no Conversion API, no ad passback. This page is not a Google setup tutorial.
What do I say if the client quotes Google's ROAS and the bank balance disagrees?
ROAS is the in-account ratio under the setting on the slide. The bank matches payment revenue. Show both.
If the question is about the bidding target, see target ROAS in Google Ads.
What is a Google Ads report for clients supposed to answer first?
Cost for the agreed window, then payment revenue for that window. Columns and insights come after those two lines.
What should a Google Ads report for clients show?
Spend for the agreed window. What Google says those ads earned in that window. The payments that actually landed for the same dates.
When the client also ran Meta, say if both platforms claimed the same sale. Do not let them add Google and Meta into one ROAS number on that dual-claim.
Measure the report against money that hit the bank. Skip invented ROAS benchmarks.
Which line on your Google slide still fights with the bank?