Discover where to find and how to use reporting tools in Google Ad Manager to monitor ad performance and optimize revenue.

🖋 By Meenakshi – AZAD Architects, Barnala

Where are reporting tools located in Google Ad Manager?

Google Ad Manager offers a robust set of reporting tools that enable publishers to analyze ad performance, understand revenue trends, and optimize monetization strategies. Navigating these tools effectively is key to making data-driven decisions and maximizing ad revenue. In this blog, we will guide you through where to find the reporting features in Google Ad Manager and how to use them to get valuable insights.

Accessing the Reports Section in Google Ad Manager

Step-by-step guide to locating the reports tab within the GAM interface:

✅ Step 1: Log In to Your GAM Account

• Visit 👉 https://admanager.google.com

• Sign in using the Google account linked to your Ad Manager setup.

📊 Step 2: Navigate to the Reports Tab

• Once logged in, locate the left-hand side menu.

• Click on 📁 Reports (usually under the Delivery section).

• This opens the Query Tool, where you can create custom reports.

📄 Step 3: Use the Query Tool

• Inside the Reports section, you can:

• Click + New Report
  

• Select report type: Historical, Reach, or Ad Speed
  

• Choose dimensions (e.g., Ad Unit, Bidder, Device)
  

• Select metrics (e.g., Impressions, CPM, Revenue)
  

📅 Step 4: Set Date Range and Filters

• Use the calendar tool to pick your desired reporting period.

• Apply filters (like ad unit, line item, key-values such as hb_pb or hb_bidder) for more detailed insights.

💾 Step 5: Save or Export the Report

• After generating the report:

• Click Run Report
  

• You can Save, Schedule, or Download it (CSV, Excel, etc.)
  

• Saved reports will appear in the main Reports Dashboard for future access.

🧠 Pro Tips:

• ✅ Name your reports clearly (e.g., “Header Bidding CPM by Partner – July 2025”).

• ✅ Schedule recurring reports for weekly or monthly insights.

• ✅ Use key-value filters to analyze header bidding performance in detail.

Types of Reports Available in Google Ad Manager

Overview of standard, historical, and custom report options for publishers:

📊 1. Standard Reports

• Pre-built report templates designed for common publisher needs.

• Examples include:

• Ad unit performance
  

• Inventory availability
  

• Revenue summaries
  

• Quick to generate and ideal for routine performance checks.

🕰 2. Historical Reports

• Provide detailed data on past ad delivery and revenue.

• Allow filtering by:

• Date ranges (daily, weekly, monthly)
  

• Dimensions like ad units, line items, or creatives
  

• Useful for deep analysis of trends and long-term performance.

⚙️ 3. Custom Reports

• Fully customizable reports tailored to specific goals.

• Publishers can select:

• Dimensions (e.g., device type, geography, key-values like header bidding parameters)
  

• Metrics (e.g., impressions, clicks, CPM, revenue)
  

• Filters for granular data slicing
  

• Perfect for advanced analysis, troubleshooting, and optimization.

🔄 4. Reach Reports

• Show unique user reach and frequency.

• Useful for understanding audience size and engagement.

🏎️ 5. Ad Speed Reports

• Analyze latency and delivery times of your ads.

• Helps identify performance bottlenecks affecting user experience.

📝 Summary:

• Standard reports for quick insights

• Historical reports for in-depth trend analysis

• Custom reports for tailored data and advanced needs

• Reach & Ad Speed reports for audience and performance metrics

How to Create and Customize Reports

Instructions on setting parameters, filters, and scheduling reports for your needs:

✅ Step 1: Access the Reports Section

• Log in to Google Ad Manager at admanager.google.com

• Click Reports in the left-hand menu to open the Query Tool.

🆕 Step 2: Start a New Report

• Click the + New Report button.

• Choose the report type: Historical, Standard, Reach, or Ad Speed based on your goal.

🧩 Step 3: Select Dimensions and Metrics

• Dimensions: Define how data is grouped, e.g., by Ad Unit, Line Item, Device, Geography, or custom key-values like hb_pb (header bidding price bucket).

• Metrics: Choose what data to measure, such as Impressions, Clicks, CPM, Revenue, or Viewability.

🎯 Step 4: Apply Filters

• Narrow down the data using filters such as:

• Date Range (Last 7 days, custom periods)
  

• Specific Ad Units or Line Items
  

• Key-values (e.g., filter by hb_bidder to see header bidding partner performance)
  

• Filters help focus reports on relevant segments.

📅 Step 5: Set Date Range

• Choose a custom date range or pre-set options (today, yesterday, last week, etc.) to analyze specific periods.

🔄 Step 6: Schedule Your Report (Optional)

• To automate reporting:

• Click Schedule
  

• Set frequency (daily, weekly, monthly)
  

• Choose recipients to email the report automatically.
  

💾 Step 7: Save and Run

• Give your report a clear, descriptive name for easy reference.

• Click Run Report to generate it instantly.

• Save reports you want to access regularly.

🧠 Pro Tips:

• Use meaningful names like “Header Bidding Revenue July 2025.”

• Combine multiple filters to get precise insights.

• Schedule recurring reports to stay updated without manual work.

Using Report Data to Optimize Ad Performance

Tips on interpreting key metrics and making improvements based on report insights:

📊 1. Understand Key Metrics

• Impressions: Number of times ads were displayed. Low impressions may indicate inventory or tagging issues.

• CTR (Click-Through Rate): Percentage of users who clicked ads. Low CTR suggests creatives or placements need improvement.

• CPM (Cost Per Mille): Revenue earned per 1,000 impressions. Higher CPM means better monetization.

• Fill Rate: Percentage of ad requests successfully filled. Low fill rate can indicate demand shortages or setup problems.

• Viewability: Percentage of ads actually seen by users. Improving this boosts advertiser confidence and revenue.

🔍 2. Analyze Performance by Dimension

• Break down reports by Ad Units, Devices, Geography, or Key-values like header bidding partners (hb_bidder).

• Identify best and worst performers to focus optimization efforts.

⚙️ 3. Identify and Fix Low-Performing Units

• Ads with low CTR or CPM may need:

• New creatives or formats (video, native ads)
  

• Better placement or size adjustments
  

• Testing different demand partners via header bidding
  

🔄 4. Optimize Header Bidding

• Use key-value reports to see which bidders have the highest win rates and CPMs.

• Remove or replace underperforming SSPs.

• Adjust price floors and line item priority to maximize yield.

📈 5. Test Changes and Monitor Impact

• Implement changes in a staged environment or on a subset of traffic.

• Use GAM reports to track improvements or unintended issues.

• Iterate regularly to maintain optimal performance.

🧠 Pro Tip:

Leverage automated rules or third-party optimization tools that use report data to adjust bids and placements dynamically for maximum revenue.

📌 Thank you!

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Finance (Azad Architects, Barnala)