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Getting Useful Insights From the Dimensions Tab

The Dimensions tab is a powerful diagnostic tool that can provide a lot of useful insights into your campaign’s performance. It breaks down your data by segments and lets you see all your important KPI’s based on different parameters. Your parameters are in the most left column, and all the most important KPI’s such as clicks, impressions, CTR, conversions, CPC, cons/conversion, etc. are on the top row.

For example, with this tab you can learn how, when and where to use the most profitable keywords in your account. You’ll get the insights you need to setup custom schedules. You can also learn the most profitable days of the week and times of the day.

Here is Google’s explanation of what the dimensions tab is:

The Dimensions tab lets you slice and dice your data by the dimension of your choice across an ad group, a campaign, or your entire account. You can use Dimensions to view statistics that cut across other AdWords tabs. For example, you can view your total stats by month, hour, or geographic region. You can customize your table to compare your total clicks in January across ad groups, or see individual cities where your clicks came from.

You can use data you glean from the dimensions tab to optimize the scheduling and delivery of your ads based on the times they tend to perform the best. This feature will help you identify the best performing days of the week so that you can adjust your bids based on the data.

Here are four of the most useful functions in the AdWords tab:

Time Analysis
The Time of Day dimension will reveal the best and worst times of the day as far as keyword performance is concerned. You can drill down into the “time” analysis to see ad performance by:

  • hour of day
  • day of the week
  • day
  • week
  • month
  • quarter
  • year

By viewing the data by day of week or hour of day parameters, you can find out the most and least profitable days of the week for your campaign. For example, you may find that on Thursdays, your cost per conversion is higher than on any other day of the week. You may also find that Monday offers your lowest cost per conversion of the week, and you may choose to set bid adjustment modifiers for those days. This gives you insights into the best times of the day for you to advertise, as well as the worst. You can then adjust your budget settings or keyword bids to ensure you get the best out of your campaign during those times.

  1. Select the Dimensions tab from the center row of tabs.
  2. Select a date range from the upper right (Choosing 30–60 days of data will give you good insights into trends).
  3. Click the view: day button and then select time and then hour of day from the drop-down list.
  4. Click the hour of day header to sort by hour of the day, starting with 0 (midnight to 12:59 a.m.) and ending with 23 (11 to 11:59 p.m.).

The Time of Day section shows you when to apply bid adjustment modifiers higher or lower during the day. For example, in the screenshot below, you can see that the most unprofitable times of the day for this particular account are in the early hours of the day, which is when their cost per conversion is highest and conversions are at their lowest. With these insights, you can use bid adjustment multipliers to lower your bid during these hours and increase your bids at the time that have proved to be most profitable for the account. At hours that attracts traffic that does not convert at all, or that does convert but at a cost/conversion that is unprofitable, you can reduce your bids by up to -50% so your ad is not likely to show at those hours.

You can also use other items on the Time drop-down list to examine conversion costs by day of the week, day of the month, week, month, quarter, or year. With all of these insights, you can adjust what you’re willing to bid based on how your campaign perform at specific times.


This segment tells you how your campaign is performing nationally as well as in different parts of the world, if you have setup AdWords campaigns targeting different countries. This is a great tool for finding out where most of your traffic comes from, and where traffic with the highest conversion rate comes from. You can also find out how different regions react to special deals. By bidding on the exact same keywords in different towns and cities, you’ll be able to compare ROI and cost per conversion numbers across those different areas, and use those insights to evaluate different geographic traffic streams. For example, if you are advertising nationally in the UK, you’ll be able to identify the highest converting regions, as well as those with the highest cost per conversion.

Destination URLs

This report collates all of the destination URLs used at this level. The destination URL report allows you to analyse the performance of different landing pages. You’ll be able to determine the effectiveness of your ads. You can find out which URL is working best, which one has the highest bounce rate, conversion rate and cost per conversion. If you have lots of destination URLs in a campaign, this report is an easy way to see a detailed summary from one convenient spot.

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