Google Ads weekly report template. Last week at a glance: the figures, the budget's pace, every campaign and what Oppy did.

Key figures

Read cost per conversion first. Spend follows the budgets you set, while cost per conversion says whether the money worked. On a small account, a swing of a few points is often noise: ten conversions instead of twelve is not a trend.

Keep conversion lag in mind. Google credits a conversion to the day of the click, so on Monday morning last week is still filling in. The same week will look a little better by Friday.

Performance chart

Look at the shape, not the total. Weekend dips on a B2B account are normal. A day at zero after a normal day usually means a tag broke, the site went down or a checkout failed. Check that before you touch a bid.

Budget pacing

The card follows the month the week ends in. While that month runs, it shows the spend so far against the budget and where the month will likely end. Once the month is over, it shows how it closed. The budget is the monthly budget set in Optizads, or the campaigns' daily budgets added up.

Campaigns, What Oppy did, Waiting on you

Ten campaigns sorted by spend hold most of the money in most accounts. Open first the campaign whose spend rose while its conversions did not. What Oppy did lists the changes made through Optizads that week, each with its estimated effect and, once enough days have passed, its measured one. Waiting on you always shows today's open tasks and alerts, so the report ends on this week's to-do list.

Choose one action for the week, two at most. If cost per conversion rose and one campaign explains it, open the campaigns report, then the searches report for that campaign. If pacing says the month will overspend, lower the budgets of the campaigns with the worst cost per conversion first, not all of them evenly.

If a task has waited more than a week in Waiting on you, approve it or decline it. A task left open keeps its estimated gain out of the account.

The weekly report suits any account with spend last week. On an account with a handful of conversions a week, the figures move too much to judge from one week. Read spend and pacing here, and leave the verdict on results to the monthly report.

Click Customize to save your own copy, shared with your workspace. An online shop can swap clicks for conversion value in Key figures, which holds up to eight figures, Google Analytics 4 and Search Console ones included. An agency can add a Note card at the top, up to 4,000 characters, for its own comment on the week.

Oppy also stores a weekly report every Monday, under Written by Oppy. That one covers Saturday to Friday, because conversions keep arriving for days after the click. It opens with this template's cards over its own days. More on the cards in the report builder.