Better questions for your next campaign review.

Product guide

Start with a focused review

Audit workflows with worksheets you can run manually or inside Adlane.

• Google Ads audit: turn campaign evidence into a review planReview conversion tracking, search terms, budgets and landing pages. Use this Google Ads audit workflow to prioritise changes before spending more.
• Facebook Ads reporting: connect the numbers to a decisionBuild a useful Meta Ads report with spend, outcomes, attribution and creative context. Explore connected Facebook and Instagram campaign evidence in Adlane.

Practical guide

Google Ads and Meta Ads field notes

One question per guide: what the report shows, what it cannot show, and the next check.

• Negative keyword list: examples and a review worksheetBuild a negative keyword list from real search terms. Review these examples, match-type checks and exceptions before excluding valuable Google Ads traffic.
• Google Ads campaign performance report: where to find it, what to include, how to read itFind the Google Ads (AdWords) campaign performance report, add the right columns and formulas, use a ready template and read spend beside conversions.
• Google Ads search terms report audit: a relevance-first methodAudit the Google Ads search terms report for intent mismatches and landing-page gaps before changing targeting. Classify terms, record reasons, then prioritise.
• Cost per conversion increased in Google Ads: find the real causeWhen cost per conversion increased in Google Ads, separate click cost, conversion rate and measurement changes before blaming the campaign.
• Google Ads conversion actions: audit before comparing campaignsCheck which Google Ads conversion actions feed your conversion column before judging campaign efficiency. Build a conversion dictionary first.
• Google Ads ROAS reporting: get the conversion value rightGoogle Ads ROAS reporting divides attributed value by spend. Check what the value represents, keep currency consistent and keep ROAS separate from profit.
• Google Ads landing page performance: review promise and pageReview Google Ads landing page performance by comparing search intent, the ad promise and the destination before recommending creative or bid changes.
• Google Ads device performance: compare mobile and desktop fairlyReview Google Ads device performance without treating mixed campaigns or a handful of conversions as a verdict. Check scope, intent and the page first.
• Google Ads manager account access: fix API and client errorsSeparate sign-in success, developer token status and customer permissions when Google Ads manager account access fails. A checklist for reading the error.
• Google Ads conversion lag: compare mature periods fairlyGoogle Ads conversion lag means recent periods keep gaining conversions after the report date. Learn how to label immature data and choose a review delay.
• Google Ads budget review: build the case from read-only reportsA Google Ads budget review should explain where spend went and which uncertainty matters next. It is evidence for a decision, not permission to change budgets.
• Google Ads cost_micros: convert micros to currency without errorscost_micros is Google Ads spend in millionths of the account currency: 12,500,000 = 12.50. Copy GAQL, Python, JavaScript and SQL conversions, plus the traps.
• Google Ads campaign zero conversions: what to check firstGoogle Ads campaign zero conversions: check measurement, traffic volume, outcome maturity and the landing page before calling the spend wasted.
• Meta Ads campaign analysis: compare campaigns on one footingA Meta Ads campaign analysis worksheet: fix the account, dates and attribution setting, name the outcome for each campaign and read spend beside it.
• Creative fatigue in Meta Ads: test the hypothesis before actingAd fatigue on Meta is a hypothesis, not a reading. Learn how to check creative fatigue against placement, audience and offer changes before replacing an ad.
• Meta ads frequency: what the average means and how to read itMeta ads frequency is impressions divided by reach within one reporting scope. Read it with reach, response and campaign purpose rather than a fixed cut-off.
• Meta Ads placement breakdown: read it for fit, not for rankingUse a Meta Ads placement breakdown to ask where delivery happens and whether the creative fits, with counts beside rates and the breakdown limits kept visible.
• Link clicks vs all clicks in Meta Ads: pick the measure that fitsLink clicks vs all clicks: what each Meta click metric counts, which one answers a website-traffic question and why unlike CTR columns must never be mixed.
• Meta attribution window: read credited outcomes correctlyA Meta attribution window decides which interactions can earn credit. Changing it changes reported conversions, not sales. Keep it visible in every comparison.
• Meta reach is not additive: why you cannot sum reach across rowsMeta reach is not additive: the same person appears in several daily or ad rows. Ask for whole-period reach at the scope you need instead of adding rows up.
• Meta Ads purchase actions: pick one action, avoid double countsMeta Ads purchase actions come in overlapping categories. Pick the one that matches the business question, keep its attribution setting and never add overlaps.
• Meta conversions vs GA4: why the numbers differ and what to checkMeta conversions vs GA4 disagree by design. Compare the exact action and event, attribution and dates, then reconcile with order records before blaming either.
• Meta Ads account access permissions: fix an empty connectionMeta Ads account access permissions are separate from login consent. Check the identity, the ad account ID and asset access before repeating the OAuth flow.
• Claude and ChatGPT for Google Ads and Meta Ads: a setup guideConnect Claude or ChatGPT to Google Ads and Meta Ads. Official connectors, hosted MCP servers and exports compared, with setup steps, safe prompts and pitfalls.

Metric note

Advertising metrics explained

Definitions, formulas, worked examples and the mistakes that change their meaning.

• Cost per click (CPC): formula, examples and calculatorCPC = ad spend ÷ clicks. See the cost per click formula, a worked example, average vs max CPC, a free calculator and where to find CPC in Google Ads and Meta.
• CPM meaning: cost per thousand impressions, formula and calculatorCPM means cost per mille: what you pay for 1,000 ad impressions. CPM = spend ÷ impressions × 1,000. Worked example, free calculator and Google vs Meta notes.
• Cost per acquisition (CPA): formula, examples and calculatorCost per acquisition (CPA) = ad spend ÷ acquisitions. See the CPA formula, worked examples, a free calculator and where to find CPA in Google Ads and Meta.
• ROAS meaning and formula: how to calculate return on ad spendROAS = conversion value ÷ ad spend. What ROAS means, the formula with a worked example, break-even ROAS, a free calculator and where to find it in Google Ads.
• What are ad impressions? Definition, formulas and examplesAd impressions count each time an ad is shown, not people. See impression types, how Google and Meta count them, and estimate impressions from a budget.
• Reach vs impressions: what reach means in advertisingReach counts the distinct people who saw an ad; impressions count every showing. See reach vs impressions with an example, frequency, and where to find both.
• Ad frequency: how to calculate it, what is good, and frequency capsHow to calculate ad frequency (impressions ÷ reach), plan impressions for a target frequency, judge what is a good frequency and set caps in Google and Meta.
• Marketing attribution: definition, models and what credit meansMarketing attribution assigns credit for an outcome under a system’s rules. See how windows and models change results and why credit is not incrementality.

Comparison

Comparisons

Choose the right measure or platform for the decision in front of you.

• Google Ads vs Facebook Ads: goals, reports and what not to addGoogle Ads vs Facebook Ads: when each platform suits a business goal, how their reports and attribution differ, and why attributed results cannot be added.
• ROAS vs ROI: what is the difference?ROAS vs ROI: ROAS = revenue ÷ ad spend; ROI = (return − cost) ÷ cost. See the difference, both formulas, how to convert ROAS to ROI, and a worked example.

Workflow

Reporting workflows

Repeatable reporting routines that keep sources, units and attribution intact.

• Monthly marketing report: a structure people can act onBuild a monthly marketing report that explains what changed, why it matters and what happens next, without blending Google, Meta and analytics into one total.
• Cross-channel reporting: shared evidence without false totalsCross-channel reporting brings search, analytics and ad evidence together. Align periods, keep units intact and avoid adding overlapping attributed outcomes.

Free calculators

Check CPC, CPM, CPA and ROAS arithmetic in your browser with the formula shown. Open the calculators. New to the metrics? Start with CPM meaning and formula and what ad impressions are, then the ad frequency formula, CPC formula and cost per acquisition formula, each with a calculator built in. Measuring returns? Read the ROAS formula and ROAS vs ROI, and compare reach vs impressions. Planning a budget? The CPM, CPC and CPA calculators work backwards from a target, and the ROAS calculator gives your break-even ROAS.