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Ad Reporting FAQ
Ad reporting; It is the process of collecting data from different sources such as Google Ads, Meta Ads, YouTube, OTA, PMS and call center under a single logic and panel, and giving a clear answer to the question "which campaign is really profitable, which one is just burning the budget?"
The reports prepared are not just "impressions, clicks, likes"; Ad management truly becomes an “investment” when it can be read in terms of revenue, ROAS, profitability, and channel mix. Otherwise, reports are often lost in PDF folders, dashboards are not opened, and decisions are made by feeling.
This FAQ page; It collects the most frequently asked questions about Advertising Reporting, focusing on dashboard design, how to read Google Ads, Meta Ads, YouTube, OTA and PMS data in a single panel, which KPIs should be followed and how to connect the reports to decision-making processes. It aims to strengthen the revenue and ROAS-centered reporting perspective, not clicks, especially for hotel and tourism-focused businesses.
Brief Summary (Overview)
Ad Reporting FAQ; It is a guide that presents the right KPI set and reporting logic in a clear and applicable way for hotels and brands that want to see which campaign is really profitable by collecting Google Ads, Meta, YouTube and OTA/PMS data in a single dashboard. Aim; It is not "let's send a report", but making a decision from the report.
Brief Summary
Ad reporting; It is a decision support process that combines Google Ads, Meta, YouTube, OTA and PMS data in a single panel and shows how much revenue and ROAS the advertising budget produces in which campaigns and channels.
Sample Queries
- “What exactly is ad reporting?”
- “Where should I track ad performance for my hotel?”
- “Which ad metrics really matter?”
- “Should I review advertising reports weekly or monthly?”
- “How do I connect advertising reports to decision-making processes?”
Introduction to Ad Reporting (General Questions)
What is ad reporting?⌄
Ad reporting; It is the process of taking a picture of the performance on a campaign and channel basis by turning raw data (impressions, clicks, conversions, revenue, etc.) from digital advertising channels into meaningful tables and dashboards. A good report answers not only “what happened?” but also “what should we do?”</b>.
Why doesn't just a panel screenshot count as ad reporting?⌄
Because panel screenshots alone:
- •do not clearly show KPI priorities,
- •do not provide cross-channel comparisons,
- •do not establish a connection with business goals.
Is ad reporting only the job of the marketing team?⌄
No. A healthy advertising reporting should:
- •Provide revenue and profitability for management,
- •Campaign and creative performance for marketing teams,
- •Demand and capacity signals for operations and revenue management teams
Is there a difference between ad reporting and data analysis & reporting?⌄
Yes. While advertising reporting focuses more on campaign and channel performance; Data Analysis & Reporting Provides a broader business analysis framework including PMS, OTA, CRM and operational data. Ideally structured ad reporting is part of this broader data ecosystem.
Where does advertising reporting for hotels come into play?⌄
- •Google Ads, Meta and YouTube campaigns,
- •OTA and metasearch investments,
- •remarketing and display campaigns
- •connecting reservations coming through the call center to campaigns.
Does ad reporting also make sense for small hotels or low-budget brands?⌄
Yes. No matter how small the budget is, it will be wasted if it is spent in the wrong place. Identifying the most efficient channel and campaign even with small budgets provides a competitive advantage.
Short Questions
What is ad reporting, in one sentence?
Ad reporting; These are summary performance tables and dashboards prepared for decision support purposes that show the click, conversion and revenue performance of campaigns and channels.</b>
Where should I look at advertising performance for my hotel?
Instead of individual platform panels, it is best to read Google Ads, Meta and OTA/PMS data together through a dashboard such as GA4 and Looker Studio.
Which metrics are most critical: CTR, CPA, ROAS?
They are all important, but in order: Revenue and ROAS, Conversions and CPA, CTR and cost of clicks.
Should I track reports weekly or monthly?
weekly reports are ideal for operational and campaign optimization decisions, and monthly reports are ideal for strategic and budget decisions.
How do I connect ad reports to decision processes?
Each report includes questions such as “which campaign are we closing?”, “which channel are we adding budget to?” It is necessary to read through concrete decision questions such as.
Should the ad report include only clicks and impressions?
No; The report is not complete without providing revenue, ROAS, channel share, and profitability.
Service Scope: Dashboard Design & KPI Set
What does your ad reporting service cover?+
- •Analysis of the current reporting and panel structure,
- •determining the data sources to be used (Ads, Meta, YouTube, OTA, PMS, etc.),
- •Defining the KPI set (separate for management, marketing, operation),
- •Dashboard design with Looker Studio or similar tools,
- •establishing report reading & decision-making processes,
- •periodic reporting and interpretation.
Which data sources should be combined in a single panel?+
- •Google Ads, Meta Ads (Facebook/Instagram),
- •YouTube,
- •OTA or metasearch reports,
- •PMS (revenue, occupancy, ADR)
- •call center (campaign-based calling and reservation).
What does the basic set of KPIs for the advertising report consist of?+
General set;
- •Impressions, clicks, CTR and CPC
- •number of conversions, conversion rate and CPA
- •revenue, ROAS
- •channel/campaign based revenue share,
- •cancellation and return rates (important for hotel & e-commerce).
Is a separate dashboard required for management, marketing and operations?+
Separate dashboards are not necessary, but separate tabs or views are useful:
- •Management → summary KPIs and trends,
- •Marketing → campaign and channel details,
- •Operation → occupancy, room type, segment impact.
What are the most critical principles in dashboard design?+
- •1–2 main questions on each page,
- •clear hierarchy (summary at the top, detail at the bottom),
- •avoiding unnecessary graphic crowds,
- •meaningful and consistent use of colors,
- •Filters are understandable and limited in number.
What must be included in the hotel advertising report?+
- •channel-based reservations and revenue,
- •direct vs OTA vs other channels comparison,
- •market/country based performance,
- •campaign based ROAS/ROI,
- •Contribution of remarketing and brand campaigns,
- •seasonal (season, early booking, last minute) comparisons.
Detailed Process & Operation
What do you analyze before starting an ad reporting project?+
- •currently used reports (Excel, PDF, panel screenshots),
- •Who is/is not looking at which panels?
- •data sources and their quality,
- •Which decisions are currently being made "by feeling",
- •Report request–submission–action flow.
How do you go about designing a dashboard?+
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Clarifying user groups (GM, marketing, revenue, agency, etc.),
Collecting critical questions for each group,
Mapping KPIs and data sources according to these questions,
drawing/wireframe (what is on which page?),
data connections and testing,
visual layout and placement of filters,
training + first use period.
What should be the difference between weekly and monthly reports?+
- •Weekly: campaign/channel optimization, quick actions, small test results.
- •Monthly: broader trends, channel mix decisions, budget and strategy revision.
How should agency and client roles be distributed in the reporting process?+
- •Agency: panel setup, data extraction, analysis and action recommendations,
- •Client: business objectives, campaign priorities and approval/implementation of actions taken.
Looker Studio, Excel or PDF in the reporting process?+
- •Dashboard: daily/weekly tracking and deep dive → Looker Studio / GA4,
- •Summary and presentation files: monthly management meetings → PDF/slide,
- •Deep analysis and scenario studies: Excel.
What do you do for teams that don't know how to read advertising reports?+
In addition to panel delivery;
- •Short document explaining KPIs and panels,
- •report reading sessions together,
- •Mini trainings with the logic of “ask these questions in this panel and find answers like this”
Pricing & Contract
Should the ad reporting service be one-time or ongoing?+
- •One-time: dashboard setup and KPI set design,
- •Continuous: periodic reporting, interpretation and optimization suggestions.
How does pricing vary?+
- •number of data sources,
- •number of panels and user group,
- •number of campaigns and channels,
- •Reporting and meeting frequency.
What should be the contract periods?+
Periods of 6 or 12 months are generally recommended; However, short-term work can also be done for one-time projects such as "dashboard installation + training".
Can I just get the dashboard design and have my own team do the ongoing reporting?+
Yes. In this case, DGTLFACE; It provides the installation, KPI set and documentation side, and then the internal team carries out its own reporting and analysis processes through panels.
Performance & Reporting: KPIs and Key Issues
Which advertising KPIs must be followed?+
- •click, CTR, CPC,
- •number of conversions, conversion rate, CPA,
- •revenue, ROAS,
- •channel-based revenue and reservation share,
- •new vs repeat user,
- •performance by device and market.
What is ROAS and how is it calculated?+
ROAS (Return on Ad Spend); It shows the income obtained in return for advertising expenditure.
Formula: ROAS = Advertising Revenue / Advertising Spend
For example, if you spend $10,000 and earn $50,000 in revenue, ROAS = 5 (or 500%).
What are the main reasons for unread reports?+
- •Too long, too complex and too technical for the target audience,
- •No clear KPI priority,
- •No action suggestions,
- •The report frequency or timing is incorrect
What kind of errors does wrong KPI selection lead to?+
- •just looking at clicks (not seeing revenue),
- •targeting only occupancy (neglecting ADR and profit),
- •only looking at followers and interactions (not seeing the booking).
If reports do not turn into action, where is the problem?+
- •The person and teams responsible for the report are not clear,
- •The report structure is not based on "decision questions",
- •It is not determined who will do what and when.
Productive Search & Industry-Focused Reporting Questions
How should advertising reporting be structured for hotels in Turkey?+
- •distinction between domestic market and foreign market,
- •destination and hotel type (resort/city/boutique) breakdowns,
- •OTA vs web vs call center revenue shares,
- •country/city based campaign performances.
Is there a special reporting need for Antalya and coastal destinations?+
Yes. In these regions:
- •pre/mid/post-season performance,
- •market based pickup and forecast,
- •early booking vs last minute performance
How does advertising reporting differ for corporate brands and B2B?+
- •number of leads and forms,
- •MQL/SQL quality,
- •Status of leads going to the pipeline and sales team,
- •Meeting/file closing rates.
Mini Ad Reporting FAQ
Is it necessary to measure everything?+
No; The important thing is to measure the right things. It is necessary to first select critical decisions and then the KPIs that serve these decisions.
Is it enough to just read advertising panels (Ads, Meta)?+
Partially; but for the real picture it is necessary to combine with PMS/income and GA4 data.
Is it necessary to read reports in detail every day?+
A daily quick check is helpful; However, detailed analysis and decisions should be made weekly/monthly.
Should I definitely use Looker Studio for reporting?+
Not necessarily; However, it is one of the ideal solutions for most projects thanks to its integration with the Google ecosystem, flexibility and cost.
Should panels and reports be in English or Turkish?+
The team and managers should speak a language that they can easily understand; If necessary, a multilingual report structure can be established.
Collaboration and CTA for Ad Reporting
How can I get a quote for Advertising Reporting with DGTLFACE?+
- •which channels you invested in (Ads, Meta, YouTube, OTA, etc.),
- •how you currently receive your reports (Excel, PDF, panel faq, nothing),
- •Which decisions you want to make through reports,
- •The basic problems you are experiencing (unreadable reports, KPI chaos, Excel dependency, etc.)
What does the call to “consult an expert” mean in advertising reporting?+
This meeting;
- •which KPI set is right for you,
- •Which panel structure will show what to whom?
- •To which decision processes will the reports be linked
Which pages should I review after the Ad Reporting FAQ?+
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