How to Read Google Ads Reports in Spreadsheets
Google Ads exports contain campaign performance data including clicks, impressions, cost, and conversion metrics broken down by campaign, ad group, keyword, or time period. These reports help you identify which campaigns are profitable and where budget is being wasted.
Upload your Google Ads export and ask questions in plain English—DataMimi handles the formatting cleanup and weighted calculations so you get accurate answers about cost per conversion, impression share, and campaign performance without spreadsheet formulas.
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What DataMimi shows for a Google Ads campaign report
1,704 rows, Jul 2025 – Aug 2026. Computed by DataMimi from a sample export with the same columns as yours — the data is invented, the figures are exactly what the app produces from it.
What this export contains
| Campaign |
| Ad group |
| Clicks |
| Impressions |
| Cost |
| Conversions |
| Conv. rate |
| Cost / conv. |
| CTR |
| Avg. CPC |
| Impr. (Abs. Top) % |
| Search Impr. share |
| Quality Score |
Common questions
How to read Google Ads report?
Open the exported file in a spreadsheet, remove currency symbols and percentage signs from numeric columns so you can calculate totals, delete any summary rows at the top, then filter out paused campaigns with zero impressions. Compare Cost per conversion across campaigns to find your most efficient ad spend.
Why do my Cost and CPC columns show as text instead of numbers?
Google Ads includes currency symbols and thousands separators in these columns. Remove the currency symbol and commas, then format the column as a number to perform calculations.
How do I calculate total conversion rate across multiple campaigns?
You cannot average the Conv. rate column directly because each campaign has different traffic volume. Instead, sum all Conversions and divide by sum of all Clicks, then multiply by 100.
What does a dash or '--' mean in the conversion columns?
A dash means no conversions occurred for that campaign or ad group during the date range. Treat these as zero when calculating totals, but they indicate the campaign ran without results.
Why does my total Cost not match the sum of the Cost column?
If your export includes a summary row at the top, that row contains the true total. Individual campaign rows below should sum to match it unless you have filtered the export by campaign or other dimension.
How do I compare performance across different date ranges?
Export each date range separately, then add a column in each file with the date range label before combining them. Google Ads exports do not include date columns when grouped by campaign or ad group.
What is Search Impr. share and why does it matter?
Search impression share shows what percentage of possible impressions your ads received. A low percentage means you are missing opportunities, usually due to budget limits or low ad rank.
Try it with your own file
DataMimi reads the file you actually have — merged cells, headers below row one, totals pasted at the bottom — and shows which rows and columns every number came from.
Ask about your file