Weekly Report Glossary
This weekly report is a prototype, based heavily on internal reports we use to manage your account on a day to day basis. While we work to standardize this, you can expect additional updates (such as formatting), as well as opportunities to provide feedback and ask questions.
For now, the goal is to provide a snapshot of the overall behavior of the account, from which additional research might stem. It won't ever be a one-stop-shop report, as accounts are more complex than would allow for that, but we find these to be a fantastic way to get a sense of what direction the wind is blowing on a regular basis.
Being a prototype, there may be inconsistencies that are uncovered as we use the reports. As such, feel free to shout (you can reach Roy directly at firstname.lastname@example.org) if you see something unexpected, and we will investigate.
These charts show a six-week period, with two modifications to make them easier to read.
First, they use a seven day moving average. Daily data in accounts the size we manage is frequently too noisy to try to examine too closely. A week’s moving average allows us to follow the more general trends, while preventing day-of-week bias.
Second, they are adjusted for anticipated shopping time lag. Because Google Ads credits conversions and revenue back to the dates of relevant clicks, the clicks you bought yesterday might not have collected all of the revenue they are going to have led to. For accounts with longer shopping paths, this would result in a weekly report apparently showing the past week as having dropped off from previous weeks—every single week!
We use data from the Google Ads attribution reports, along with account-wide averages for each client, to create a day-by-day estimate of how much of the final revenue number we would expect to see for that day, based on how far back it sits on that curve.
Our platform can support heterogenous catalogs in a few ways, but the most common is to break the catalog into three branches—high, medium, and low margin. Each of these branches, or tiers, gets their own COS target, respective of its estimated margin.
If your account isn’t using all three of these available tiers (or is handling margin in another fashion entirely, such as passing margin dollars to your conversion tracker), then the report will return just the “B-Tier", the default.
Generally, the tiers are limited to “Non-Brand” terms (sometimes called non-Trademark terms), hence the Brand segment is broken out for its own charts, where applicable.
The YoY comps include shopping time lag adjustments, just as the Tier charts do. This allows us to make apples-to-apples comparisons between last year (which obviously won’t see new revenue added) and this year (where recent clicks can and will produce additional revenue in time). We don’t break out Non-Brand tiers here, as changes to those targets will throw off the comparisons, and this is intended to be a high-level snapshot.
When we talk about “Brand” campaigns or search terms, we are talking about those directly related to your site’s brand, domain, or name. For example, for Nike, “Brand” terms would be things like “nike” and “nike shoes”, but “performance running shoes” would be Non-Brand, as it’s not directly tied to the site’s name. These are often called “trademark” campaigns and terms by some.
Where there are hybrid terms, like “nike performance running shoes,” where the brand is mentioned, but there’s significant additional content in the search term, we generally treat that as a type of Non-Brand search, as it’s not limited to the name or domain, but this varies with what’s best for each account.