Connect To Dashboard – Pulse Adwords

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Overview

You can include Ad Cost data directly by calling that row (or rows in the case of individual campaign tracking) using function IMPORTRANGE.

Remember that you want to put as little data on your Dashboard as needed to make good decisions.

Return On Ad Spend

Consider adding Return On Ad Spend to Pulse Adwords and pulling that figure in to the Dashboard instead of direct ad cost.

The calculation that goes behind Return On Ad Spend is:

(ga:transactionRevenue + ga:goalValueAll) / ga:adCost

By pulling in this figure you are getting much richer data than ad cost alone. But you have to have e-commerce tracking working properly in order for this to work.

See details on Return On Ad Spend here.

roas

ROAS Trends

Instead of raw ROAS per time period, you could draw in the change in ROAS over the previous period.

If you shaded those trends with Conditional Formatting, you can now show a super easy metric on your Dashboard.

Green is good, red is bad and needs attention. Or go more specific and set up different colors for really good (over 20% increase in ROAS), good (more than 0), not so good (less than 0 but more than -20%), and bad (less than -20%).

change-in-roas

ROAS Trend Win Conditions

Let’s go one step further removed from the raw data.

Assume you have a Win Condition. If your ROAS meets this condition, it is fine. If it does not, you need to look at it more closely.

This uses the formula =IF(H4>0,”Win”,”Fail”) in H5.

With a single field for each item you are tracking, you can have green lights or red lights fill up your Dashboard. And you can also then easily show these values in Pulse Notifications and have Pulse contact you if you move from a Win to a Fail in any area.

You don’t have to use pretty colors. You can do without the conditional formatting and just show Win/Fail like so.

win-fail

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