Metrara only reads your ad accounts; it never changes campaigns, budgets or ads.
The tab appears when Google Ads or Meta Ads is connected.
1. How results are judged
Metrara reads the bidding strategy of your campaigns:
- Maximize conversion value or target ROAS: results are judged on ROAS, the revenue per euro spent. Above 1× your ads earn back their costs.
- Other strategies: results are judged on cost per conversion.
2. Overview
- Cards with your key figures. Click Adjust cards to choose up to four figures.
- Net return of Google Ads: revenue, ad costs, other costs and net result over the last three months, with the ROAS you need to break even.
- Trend charts for impressions, clicks, conversions and revenue.
- Ad budget: a rule of thumb for webshops. Choose which percentage of your revenue you want to spend (5% by default) and see the maximum per day and whether you stay within it.
- Budget this month: spent so far, the expected end of the month and your status against your monthly budget.
- Your to-do: agency users click Build my to-do for concrete tasks.
3. Campaigns, Keywords and Search terms
Tables with Cost, Clicks, Conversions, Value and ROAS.
- Campaigns: where your money goes and what each campaign returns.
- Keywords: the keywords you bid on.
- Search terms: what people actually typed before clicking. Opportunities for new keywords or terms to exclude.
A red ROAS is below 1×. A gray ROAS covers the ad costs but not yet your other costs.
4. Meta Ads
Costs, reach, clicks and conversions per campaign and per ad on Facebook and Instagram, broken down by placement, age and gender. Agency users can click Analyze with AI for advice.
5. Insights
- Account: Google's optimization score, whether your bidding strategy fits your number of conversions, and what changed in the account.
- Reach: how much visibility you miss because of budget or position, mobile versus desktop, and your best and worst months with a budget proposal per month.
- Quality: keywords with a low quality score and what makes up your conversion figure.
6. Take action
- Opportunities: search terms that pay off in ads while you are hardly found organically, advice per campaign, and a comparison with last year.
- Improve: search terms that cost money without converting (copy them as a negative keyword list) and ads that perform below their ad group.
- Write ad: Metri writes keywords, headlines and descriptions for a new ad group or suggests additions to an existing one. This costs 2 credits (3 without the Keyword Planner); Find opportunities costs 1 credit. You paste the result into Google Ads yourself.