1. Go into the date range located in the upper right-hand corner and select the appropriate range. It shows a condensed overview of the client’s account. It’s best to screenshot these (data boxes) and then make the analysis and breakdown. Write it down for the client to reference. It’s a two-pronged approach – painting a picture for myself as well as the client.

4.      Here we can say “no conversions the last 14 days. Costs are increasing. The landing page is not converting.” That’s something I know from assessing the account. We want to review the data and clearly interpret it.

Remember, it’s an overview – a general statement of how the client’s account is performing. If it’s already clear why a segment is showing certain directions, state those reasons here. When it’s time to speak with the client, it can be discussed in further detail.

Under Top Campaigns, we can say the “phrase match version campaign is getting the majority of clicks - 24. Followed by the Alpha campaign. Most of the traffic is coming from marketing for accountant search terms. The video campaign has 18 clicks."

Bold any metrics. Look at how the account is structured. Usually, it’s an account I made or it’s an audited account.

6. Finally, go to Device breakdown. Copy and paste it into the Overview Analysis page. We can see it’s a fairly even breakdown between desktop and computers.

I relay that to the client as “40 percent traffic coming from computers and 40 percent mobile. This is much higher desktop traffic could mean more business professionals. The costs are split 80 percent between these two devices.”