A complete overview of all metrics, dimensions, and data points available in campaign reporting.
Performance Metrics
Core advertising metrics tracked across all campaigns. These metrics are available at every reporting level: Campaign, Ad Group, Ad, Keyword, and Search Term.
| Metric | Description | Available At |
| Impressions | The total number of times your ads were displayed to users across all active networks. | Campaign, Ad Group, Ad, Keyword, Search Term |
| Clicks | The total number of times users clicked on your ads. | Campaign, Ad Group, Ad, Keyword, Search Term |
| CTR | Click-through rate — the percentage of impressions that resulted in a click. Calculated as Clicks ÷ Impressions. | Campaign, Ad Group, Ad, Keyword, Search Term |
| Cost | The total ad spend for the selected period across all active networks. | Campaign, Ad Group, Ad, Keyword, Search Term |
Budget, Goals & Cost Efficiency
These metrics show how budget translates into results. The goal type is Clicks — meaning Goals equals total clicks and Cost per Goal equals the cost per click (CPC).
| Metric | Description | Available At |
| Budget | The monthly ad budget allocated to this campaign. | Campaign |
| Total Cost | Cumulative ad spend over the entire campaign duration or selected date range. | Campaign |
| Goals | Total goal completions for the campaign. The goal type is Clicks — meaning this metric reflects the total number of clicks achieved. | Campaign, Ad Group, Ad, Keyword, Search Term |
| Cost per Goal | The average cost to achieve one goal = Cost per Click | Campaign |
| Target Monthly Goals | The estimated number of goals (clicks) the campaign is expected to deliver per month, based on the allocated budget and cost per goal. | Campaign |
Conversion & Lead Metrics
Conversion and lead metrics track actual business outcomes beyond clicks. These require website conversion tracking to be installed via the GTM code provided during campaign setup.
| Metric | Description | Available At |
| Conversions | Website actions tracked via the installed conversion tracking code (GTM). Includes form submissions, purchases, or other defined conversion events. | Campaign, Ad Group, Ad, Keyword, Search Term |
| Leads | Total number of tracked leads captured through the client’s website — including contact form submissions, phone calls, and WhatsApp messages. | Campaign |
Reporting Dimensions & Breakdowns
Performance metrics at campaign level can be further segmented by the following dimensions. These are available as interactive charts and trend views.
| Dimension | Description | Available At |
| By Network | Break down performance by advertising network: Google, Microsoft, or Meta. | Campaign |
| By Location | View performance by the geographic target locations defined in the campaign. | Campaign |
| By Device | Segment results by device type: Desktop, Mobile, or Tablet. | Campaign |
| By Age Range | View performance distribution across audience age groups. | Campaign |
| Daily Trends | Day-by-day performance chart for the selected date range. | Campaign |
| Annual Trends | Long-term performance trends across months or years. | Campaign |
| Period Comparison | Compare performance between two custom date ranges side by side. | Campaign |
At ad level, results additionally show the Ad Type (Search, Display, AIMAX, PMax, Image, Video, Carousel) alongside standard performance metrics.
Reporting Levels
Each campaign report contains tabs that allow you to drill down into performance at different levels of the campaign structure.
| Level | What You See |
| Overview | High-level campaign summary with all performance, goal, and budget metrics. Includes dimension breakdowns (network, location, device, age, trends). |
| Ad Groups | Performance metrics per ad group. Shows how each ad group contributes to overall campaign results. |
| Ads | Performance metrics per individual ad, including the ad type (Search, Display, AIMAX, PMax, Image, Video, Carousel). Broken down by network. |
| Keywords | Performance per keyword, showing which keywords drive impressions, clicks, and conversions. |
| Search Terms | Actual search queries that triggered your ads. Helps identify new keyword opportunities or terms to add as negatives. |
| Budget | Budget allocation and spend details for the campaign. |
| Leads | Detailed lead table with individual lead entries (see Lead Tracking section below). |
| History | Activity history log showing all changes made to the campaign, including keyword changes, ad management, and location updates. |
Lead Tracking
When conversion tracking is installed on the client’s website, the Leads tab captures individual lead events. There are two tracking tables:
- Website Tracking Details
Captures leads generated through the client’s website, including contact form submissions, phone calls, and WhatsApp messages triggered by ad clicks.
| Field | Description |
| Lead Type | The channel through which the lead was captured: Phone Call, Contact Form, or WhatsApp. |
| Date | The date the lead was registered. |
| Time | The time the lead was registered. |
| The email address submitted by the lead (if provided via a contact form). | |
| Phone Number | The phone number of the lead (captured from phone calls, WhatsApp messages, or contact form submissions). |
| Message | The message content submitted by the lead through a contact form, if applicable. |
| Network | The advertising network (Google, Microsoft, Meta) that drove the ad click leading to this conversion. |
2. Call Tracking Details (if enabled through Nimbata)
Captures inbound phone calls tracked through call tracking. When call tracking is active, this table shows individual call records with caller details and the originating networks.
| Field | Description |
| Lead Type | The channel through which the lead was captured: Phone Call |
| Date | The date the lead was registered. |
| Time | The time the lead was registered. |
| Phone Number | The contact's number, your primary means of calling them back. It's also useful for deduplicating leads. |
| Answer Status | Tells you whether the call was actually picked up or not. Values include "Answered" or "Missed." |
| Went to Voicemail | Yes/No flag indicating the call rang through to voicemail rather than being answered live. |
| Duration in Seconds | Measures how long a call lasted. Very short durations (e.g. under 10 seconds) often indicate a hang-up or accidental call, while longer ones suggest a genuine conversation. |
| Caller Name | The name associated with the incoming number. |
| Caller City / State / Country | Gives you the geographic origin of the lead. Useful for understanding your market reach, routing leads to the right regional team, or filtering out out-of-area inquiries. |
| Call Recording | A recorded audio file of the phone conversation. It's valuable for quality assurance, training, reviewing. |
Sharing Options
You can share the reports with your customers in various ways:
- Send out automatic notifications (precondition is to input email address on advertiser level)
- Download Report in PDF format
- Download individual reports in pdf., csv. or xlsx.
- Pull data via our API
For questions about reporting or metric definitions, contact your dedicated Partner Manager. Updated March 2026
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