Clear reporting

Reports That Tell You What Changed, Why It Matters & What Happens Next

Most PPC reporting answers the question “what happened?” and stops there. A table of impressions, clicks and conversions with no context leaves clients unable to distinguish a good month from a lucky one, or a problem that needs action from normal statistical variance. CWA Europe builds reports around decisions: every metric we surface is accompanied by an interpretation and, where relevant, a recommended response.

Monthly reports are delivered in a format agreed at onboarding — Looker Studio dashboard, Google Sheets summary or a written narrative, depending on what your team will actually use. The core metrics are always the same: spend, revenue or lead volume, cost per conversion, ROAS or CPL trend, and impression share relative to budget and quality. We annotate key changes — a shift in conversion rate, a competitor entering an auction, a bid strategy switch — so the numbers have a narrative that your stakeholders can follow without a paid media background.

We also separate platform-reported conversions from verified conversions pulled from your CRM or analytics, because Google’s view attribution model will always paint a more flattering picture than the full truth. Where there is a gap between platform data and business reality, we name it and investigate it rather than presenting whichever number looks better. Quarterly reviews go deeper: channel mix, keyword-level profitability, audience performance and a forward plan for the next period with budget recommendations attached.

• Decision-oriented format. Every metric accompanied by context and a clear takeaway, not raw data tables.
• Agreed delivery method. Looker Studio, Sheets or written narrative — whichever your team will genuinely engage with.
• Platform vs. verified conversions. Both figures reported side by side so attribution gaps are visible, not hidden.
• Change annotation. Bid strategy shifts, auction changes and external factors logged directly on the report timeline.
• Quarterly strategic review. Channel profitability, budget reallocation and a written plan for the coming period.

Transparency is not a feature — it’s the baseline standard every client should expect from an agency managing their money.