Google Ads Metric
Paid Advertising
Device performance analysis compares Google Ads metrics across desktop, mobile, and tablet devices. It examines how click-through rates, conversion rates, cost per acquisition, and return on ad spend differ by device to inform bid adjustments and landing page strategies.
Google AdsPaid AdvertisingDevice Performance Analysis
Device performance analysis compares Google Ads metrics across desktop, mobile, and tablet devices. It examines how click-through rates, conversion rates, cost per acquisition, and return on ad spend differ by device to inform bid adjustments and landing page strategies.
Why device performance analysis matters for Google Ads users
Mobile and desktop users behave fundamentally differently. Mobile clicks may be cheaper but convert at lower rates due to friction in mobile checkout or form completion. Desktop users may convert better but cost more per click. Understanding these differences is essential for efficient budget allocation.
Mapping device performance into your metric tree reveals which devices drive the best downstream business outcomes. This informs bid modifier decisions and highlights where mobile or desktop landing page improvements would have the greatest impact.
Understand and act on device performance analysis with KPI Tree
KPI Tree connects device-segmented performance data from your warehouse and maps metrics per device type within your tree. Compare devices by CPA, ROAS, and downstream conversion quality.
Assign RACI ownership to your paid search specialist. Set alerts when device performance diverges significantly and track bid modifier adjustments and landing page optimisation actions.
Get started with your Google Ads data
MCPPull metrics from Google Ads directly through the Model Context Protocol.
Connect your existing warehouse where Google Ads data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Ads metrics
Conversion Rate
Paid AdvertisingMetric Definition
Conversion Rate = (Conversions / Clicks) x 100
Conversion rate measures the percentage of Google Ads clicks that result in a defined conversion action - such as a purchase, signup, form submission, or phone call. It quantifies how effectively your ads and landing pages turn paid traffic into measurable business outcomes.
Cost per Click
Paid AdvertisingMetric Definition
Cost per Click = Total Ad Spend / Total Clicks
Cost per click measures the average amount paid for each click on a Google Ads advertisement. It reflects the competitive intensity of the keywords and audiences you target, the quality of your ads, and the effectiveness of your bidding strategy.
Landing Page Performance Analysis
Paid AdvertisingMetric Definition
Landing page performance analysis evaluates how different landing pages perform in converting Google Ads traffic. It examines conversion rates, bounce rates, time on page, and quality score impact per landing page to identify which pages effectively convert paid traffic and which create friction.
Click-Through Rate
Paid AdvertisingMetric Definition
Click-Through Rate = (Clicks / Impressions) x 100
Click-through rate measures the percentage of Google Ads impressions that result in a click. It indicates how relevant and compelling your ads are to the audience seeing them, serving as a primary signal of ad-audience alignment and creative effectiveness.
Cost per Acquisition
Paid AdvertisingMetric Definition
Cost per Acquisition = Total Ad Spend / Total Conversions
Cost per acquisition measures the average amount spent on Google Ads to acquire one conversion. It combines click costs and conversion rates into a single efficiency metric that represents the true cost of each customer action generated through paid search.
All Google Ads metrics
Ad Copy Testing AnalysisAd Frequency AnalysisAudience Segmentation AnalysisAverage PositionBid Strategy Performance AnalysisBudget Allocation AnalysisCampaign Attribution AnalysisClick-Through RateCompetitive AnalysisConversion RateCost per AcquisitionCost per ClickCross-Campaign Performance AnalysisCustomer Lifetime Value (Ads)Dayparting AnalysisExtension Performance AnalysisGeographic Performance AnalysisImpression Share Lost to BudgetImpression ShareKeyword Performance AnalysisLanding Page Performance AnalysisNegative Keyword AnalysisQuality ScoreReturn on Ad SpendSearch Term AnalysisSeasonal Trend AnalysisEmpower your team to understand and act on Google Ads data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
