A few people have asked me the same question this month…
“What should a PPC expert measure/report?”
That is the wrong question.
The right question is:
“What does the client/boss measure?”
– Nils
PS: Personally, I take a lot of time to convince my clients that only three numbers truly matter: Google Ads spend, the Return, and my invoice. The specific ‘Return’ differs per client but is almost always either ‘Revenue’ or ‘Profit’.