If you use the Advanced Ads ad tracking, it is quite simple to share impressions and clicks of your ads with advertisers as long as you chose one of the three local methods. You can either give them a link to the non-indexed public statistics or create an automatic email report. But how to manage those reports if you track your ads with Google Analytics instead of the local methods?

This tutorial describes how to create custom reports in Google Analytics and how to share these ad statistics with your customers.

Setup

Create Custom Reports for your ads

To record and manage statistics of your ads in Google Analytics, you need to choose the method “track using Google Analytics” in the tracking settings of Advanced Ads. When you save this setting, you will see a new field where you need to insert your Google Analytics tracking ID. Afterward, you will find the clicks and impressions of your ads in the event section of your Google Analytics dashboard.

1. Open Google Analytics and create a new custom report

Open your Google Analytics dashboard and navigate to Customisation > Custom Reports > New Custom Report. If you have any problems to find the custom reports, have a look at this Google Analytics tutorial, please.

2. Add metrics and dimensions to your report

After clicking on New Custom Report, you can edit a blank one. At first, you should title your report and give it a descriptive name. Then, you need to add several dimensions (Event Action, Event Label) and metrics (Unique Events, Total Events) to your report. It is important to add those metrics in the proper sequence. Have a look at the following screenshot and follow my example, if you are not sure about this.

Google Analytics: Sharing Custom Reports

3. Add filters to show the results of specific ads

Without any filters, your custom report will contain the impressions and clicks of all your ads. That can be useful for your ad management, but if you are going to share this report with one of your customers, you probably don’t want to show your complete statistics, but just those which belong to the customer’s ads. You can use the optional filters of Google Analytics to choose individual data sets for your custom report.

If you want to show only statistics for some specific ads, you would need to filter the Event Labels for them. You can combine different filters to exclude or include results.

4. Share this report or configure an email report

Once the custom report was created, you can share it with your ad manager, your advertisers, or with your clients. You can export the custom report as a PDF, CSV or XLSX file or you ship it to Google Spreadsheets. Of course, you can automize an email report (PDF, CSV, XLSX) too, and send it to your customers in a chosen frequency (once, daily, weekly, monthly, quarterly).