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Traffic Quality Reports

Traffic Quality Reports summarize:

• The number of clicks on your ads that our Click Protection System identified as invalid.
• Clicks you were not charged for due to their identification as invalid.
• Domains where your ads were displayed to help inform your bidding and domain blocking decisions
• Return On Ad Spend (ROAS) metrics from every URL where your ads are displayed

Currently, the following Traffic Quality Reports are available to assist you in tracking your account metrics:

• Click Filter Report
• Ad Delivery Report
• Using the Ad Delivery Report to Help Inform Your Use of the Blocked Domains Feature
• Network Distribution Performance Report

Click Filter Report

The Click Filter Report provides information about the number of clicks on your ads that our Click Protection System has identified as invalid and, as a result, we did not charge you for. The Click Filter Report is available in your account interface and tracks information about filtered clicks in the following data columns:

• Account – the account associated with the click filter statistics
• Clicks - number of times an ad is selected and charged to your account
• Invalid Clicks - number of clicks that were removed from your click total and not charged to your account
• Invalid Click Rate (%) - number of invalid clicks / (total number of valid and invalid clicks) * 100

Ad Delivery Report

With the Ad Delivery Report you can view information about the URLs where your ads are being displayed. You can then use this information to help inform your decisions regarding which domains to block using the “Blocked Domains” feature.

The Ad Delivery Report allows you to view:

• a list of domains and specific URLs where your ads were displayed
• performance metrics for your campaigns in terms of impressions, clicks, cost, conversions, etc by URL (Analytics must be installed to track conversion data. Learn more about installing Analytics)
• information about how certain URLs are performing, potentially enabling you to make better decisions when using the Block Domains feature

Using the Ad Delivery Report to Help Inform Your Use of the Blocked Domains Feature

Since not all clicks are valued the same, consider using Return On Ad Spend (ROAS) and conversion metrics found in the Ad Delivery Report to inform your decisions about which domains to block. The following steps can help inform your use of the Ad Delivery Report to block lower-performing domains that you determine to be of lesser value to you:

Tracking Domains Using Conversion Events and Revenue

Ensure you are opted into Conversion-Only or Full Analytics and have added the Analytics tags to your site in order to view conversion data in your Ad Delivery Report, and then:

1. Download the data from the Ad Delivery Report into a spreadsheet file.
2. Sort your data by ROAS($) (Return on Ad Spend), and then by Cost($).
3. After determining what an acceptable ROAS is for you, you can select to block domains that do not meet your ROAS.
4. Enter the domains you want to block using the Blocked Domains feature in the Account General Information panel under the Administration tab.

Important note: Prior to blocking domains that do not meet your ROAS goals, you may want to make certain the cost associated with clicks from those domains is significant relative to their performance. Blocking domains can reduce the amount of traffic you receive.

If You Prefer to Track Domains by Conversion Data Only

Consider using ROAS (Return on Ad Spend) to track which domains you want to block rather than Cost per conv. (Cost per conversion) since not all conversions are valued equally. However, if you prefer to track by Cost per conversion, first, make sure you are using Conversion-Only or Full Analytics to receive conversion data in your Ad Delivery Report, and then:

1. Download the data from the Ad Delivery Report into a spreadsheet file.
2. Sort the data by Cost per conv.($).
3. Determine what an acceptable cost per conversion for you is.
4. After determining what an acceptable cost per conversion for you is, you can select to block domains that do not meet your goals by entering the domains you want to block using the Blocked Domains feature in the Account General Information panel under the Administration tab.

Important note: Domains that receive clicks but do not have conversions will not have a Cost per conv. associated with them and you may want to select these domains for blocking. Prior to blocking domains that do not meet your goals, you may want to ensure the cost associated with clicks from those domains is significant relative to their performance as blocking domains can reduce the amount of traffic you receive.

If You Prefer to Track Domains by Cost Per Click (CPC) Only

Using CPC as a sole metric to block domains may not align with your ROI tracking goals as all clicks are not valued the same. Consider using ROAS or conversion data to track which domains you want to block. To view ROAS and conversion data you must opt into Conversion-only or Full Analytics.

Network Distribution Performance Report

Use the report to optimize your Network Distribution settings. View distribution reporting at the campaign, ad group, and keyword levels (conversion metrics included when enabled).

Learn more about the Network Distribution Performance Report

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