You’re not using the best Google Ads metrics

Last updated: June 14, 2024

Aaron Rudman-Hawkins

Aaron Rudman-Hawkins is a dynamic digital marketing expert and a driving force behind The Evergreen Agency's success. With a passion for technology and a deep understanding of the ever-evolving digital landscape, Aaron has become a trusted name in the industry.

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Are you ready to dive into the exciting world of Google Ads metrics? Okay, maybe “exciting” is a stretch, but stick with us because we’re about to uncover some hidden treasures that could revolutionise your ad performance.

So, grab your favourite mug, pour yourself a cuppa, and let’s get technical!

Let’s start with a quick reality check. If you’re like most advertisers, you’re probably fixated on the usual suspects: budget spent, click-through rate, cost per click, conversion value, and maybe even ROAS (Return on Ad Spend).

Sure, these metrics are important, but they’re just the tip of the iceberg. It’s like judging a book by its cover, or in this case, judging your ad performance by default metrics alone.

The beauty that is – Modify Columns

Here’s where things get interesting. Hidden within your Google Ads interface is a magical button called “Modify Columns.”

It’s like the Room of Requirement in Harry Potter, giving you exactly what you need—if only you know how to ask.

When you click this, you’re greeted with a treasure trove of additional metrics. It’s not about adding new data; it’s about unveiling what’s already there, lurking beneath the surface.

Think of it as your ad account’s hidden talent show!

The underrated superstars

Let’s shine a spotlight on some of these under-appreciated metrics:

Search Lost Impression Share (Budget)

This little gem tells you how many potential impressions you’re missing out on simply because your budget is holding you back. If this number creeps above 15-20%, it’s time to loosen those purse strings or reallocate your budget.

Search Lost Impression Share (Rank)

Ever wondered if your ads are losing the popularity contest? This metric reveals how often you’re missing out on impressions due to poor ad rank. It’s a not-so-subtle hint to up your game in terms of bid amount, ad quality, or landing page experience.

Search Impression Share

Want to know how you stack up against the competition? This metric is your new best friend. It shows you how well you’re performing in your space, giving you insights into who your biggest competitors are. Time for some competitive intelligence!

Search Exact Match Impression Share

For the control freaks among us (no judgment here!), this metric shows how well you’re doing with those exact match keywords. It’s like a precision laser for your ad spend.

Now, don’t get us wrong. We’re not saying you should enable every single one of these metrics and stare at them like they’re the next big Netflix series. The key is to use them strategically.

Start at the top of your account hierarchy (campaigns) and work your way down (ad groups, then keywords).

And remember, optimisation isn’t about finding that one magic bullet. It’s about doing the basic things right, consistently. These metrics are your road signs, guiding you along the way.

The Tea-Talk Takeaway

So, what’s our “tea-talk takeaway” for this episode? Simple: Go forth and click that “Modify Columns” button! Explore the options, enable a bunch of them, and see what insights you can uncover.

You might be surprised at what you find.

And here’s a bonus tip: You can create multiple layouts with different sets of metrics enabled. It’s like having different outfits for different occasions, but for your data!

We know we went a bit technical on this one, and maybe we lost a few of you along the way. But for those of you still with us, congratulations! You’re now part of an elite club of advertisers who know where the real gold is buried in Google Ads.

So, the next time someone asks if you’ve optimised your Google Ads account, you can lean back, take a sip of your tea, and say, “Oh, you mean beyond the default metrics? Absolutely!”

Now, if you’ll excuse us, we need to go lie down. All this technical talk has us needing a proper British cup of tea and a biscuit.


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