One of the complaints that we frequently hear from Performance Marketers is that we cannot see the breakdown of our ads performance by city in Google Ads. If you navigate to Google Ads and check on when and where our ads showed and click on matched locations, you can only see the breakdown of performance by countries. Of course, sometimes you would wanna know the performance of your Google Ads campaigns by city regardless of whether or not you are deliberately targeting certain cities. Fret not, we are going to solve this problem through Looker Studio! This comprehensive guide will show you how to breakdown your Google Ads performance by Town/City in a Looker Studio report!
How to Breakdown Google Ads Performance by Town / City in Looker Studio:
Navigate to Looker Studio and click on "Blank Report"
Connect your Data Source i.e. your Google Ads account to Looker Studio
Insert a Table
Under SET-UP, change the Dimension "Town/City"
Under SET-UP, add the metrics you want to include in your report
Insert a Date range control
Under SET-UP, add a Comparison date range The comparison date range will add a Delta column to the table; which will show the comparison of performances across the timeframe and comparison timeframe you selected. For example, if you select previous period as your comparison date range, the Delta column will show the difference of performance from the current period to the previous period of your selected timeframe (e.g. this month vs last month, this year vs last year).
How to Customize the style of your reporting table
Under STYLE > Chart, change to table with heatmap
Under STYLE > Metrics, change the color of each metrics' heatmap
Under SET-UP, click on Show summary row to show the grand total of all metrics
Under SET-UP > Number of rows (Pagination), insert the number of results you would like to be displayed on each page of the table
📝 Note: You can download the data on the Table by hovering over the table and clicking on the ⋮ More button and click Export as CSV or Google Sheets
Enhance your City Performance report
Insert a Pie chart with the Town/City as Dimension and any singular metric of choice
Insert a Combo chart with the Town/City as Dimension and two metrics of choice
Insert a Geo chart with the Town/City as Dimension and any singular metric of choice
Change the Zoom area accordingly (to particular areas)
Frequently Asked Questions on Creating a Google Ads Performance Report by Town / City in Looker Studio
Can I filter my report to show data for specific cities only?
Yes, you can add a filter to your report and choose city as the field, then select include/exclude the cities you want to filter and apply it to specific charts or your entire report. Alternatively, you can insert a Drop-down list and select the city as control field, so you will be able to select particular cities from the drop-down list to temporarily filter out your report.
What's the difference between Targeted locations and Matched locations in Google Ads reports?
Targeted locations show performance for the locations you specifically targeted in your campaigns
Matched locations display performance based on where your ads actually appeared, which could include users' physical locations or locations of interest
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