How To View Data In Google Adwords

Google AdWords, now known as Google Ads, is a remarkable resource that provides comprehensive information on your advertising campaigns. However, in order to fully utilize this tool, it is crucial to understand how to properly view and analyze the data it presents. This article will walk you through the process of accessing data in Google AdWords.

Accessing Google AdWords

The first step, of course, is to log in to your Google AdWords account. If you do not have an account yet, you can create one by visiting the Google Ads website.

Navigating to the Statistics Table

Once you’re logged in, the main dashboard is where most of the data can be viewed. It’s known as the “Statistics Table.” You can navigate to this page by clicking on the ‘Campaigns’ or ‘Ad groups’ tab on the top of the page.

Customizing the Data View

Google AdWords allows you to customize what data you want to view, which helps you focus on the statistics that matter most to your campaign. You need to:

  • Click on the ‘Columns’ button above the statistics table.
  • In the drop-down list, select ‘Modify columns’.
  • Add or remove the metrics you want to view.

For example, if you want to add ‘Clicks’ data to your view:

    Click on 'Columns' -> 'Modify columns' 
    Under 'Performance', tick the 'Clicks' checkbox
    Save your changes 

Understanding the Data

Now that you know how to view data in Google AdWords, the next step is to understand what it means. There are many metrics available, but some of the most important ones are:

  • Clicks: The number of times people clicked on your ad.
  • Impressions: The number of times your ad was shown.
  • CTR (Click-Through-Rate): The percentage of impressions that resulted in a click.
  • Average CPC (Cost-Per-Click): The average amount you spent each time someone clicked your ad.

By analysing these metrics and others, you can understand the performance of your ads and make necessary adjustments to enhance their effectiveness.


Google AdWords offers a wealth of data that can help you optimize your advertising campaigns. Understanding how to view and interpret this data is key to making the most out of your ad spend. With the above steps, you can navigate your way around Google AdWords and harness the data it provides.