E-commerce
September 17, 2026
Wondering how to review your Google Ads campaigns at the end of the year? The key is to assess the growth of your revenue, transactions, and unique visitors, while comparing periods with caution. An annual review must also integrate the economic context and platform developments, as past performance does not guarantee future results.
So, how do you review your Google Ads campaigns at the end of the year? On the agenda:
Why is comparing year-over-year performance tricky?
How to measure the growth of brand and non-brand keywords?
Which types of Google Ads campaigns should you prioritize to acquire new customers?
How to use the assisted conversions report to highlight the value of your ads?
What adaptations should you adopt in response to Google Ads changes?
Let's go.
Summary
Why is comparing year-over-year performance tricky?
Comparing the performance of your Google Ads campaigns year-over-year seems obvious, but it comes with pitfalls. In 2020, online sales saw historic peaks due to lockdowns, stimulus checks, and consumer reluctance to visit physical stores. E-commerce benefited from an exceptional context, with an explosion of curbside pickup and home delivery.
If you compare 2021 to 2020, you risk drawing skewed conclusions. The growth of 2020 was artificially inflated by the pandemic. A decline in 2021 may simply reflect a return to normal, not poor management of your ads. For a reliable assessment, integrate these variations into your analysis and adjust your goals accordingly.
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How to measure the growth of branded and non-branded keywords?
Most advertisers see positive results with brand keywords, as users searching for your name are already interested. But the long-term performance of your Google Ads depends mostly on your non-brand efforts. For example, a sports equipment retailer bidding on "home gym equipment" or testing a Performance Max campaign is looking to reach new audiences.
Evaluate these non-brand efforts over the short and long term. A decrease in return on ad spend (ROAS) can be accompanied by an increase in revenue and transactions. Even if efficiency decreases, the number of purchases increases, creating new customers for your future email marketing and retargeting. Soft conversions, such as newsletter sign-ups or live chat requests, also generate leads and customer match lists for new campaigns.
What types of Google Ads campaigns should be prioritized to recruit new customers?
Google Ads offers five types of campaigns: Search, Shopping, Display, Video, and Discovery. All are important for growth, but most advertisers limit themselves to Search and Shopping, with a small investment in Display for remarketing. However, new customers mainly come from Display, Video, and Discovery campaigns.
These campaign types allow you to reach broader audiences and generate valuable data. The data from these new campaigns helps refine audiences in your Search and Shopping campaigns. Furthermore, all traffic, regardless of the campaign type, can be reused for remarketing. Therefore, do not neglect these formats to acquire new customers and feed your conversion funnel.
How to use the assisted conversions report to value your ads?
The "Assisted Conversions" report in Google Analytics shows the different channels that contributed to a conversion. For example, a buyer clicks on a search ad, leaves the site without converting, then clicks on an organic result, leaves again, and finally types the URL directly into their browser to make a purchase. The report attributes the conversion to the last click (direct traffic), but paid and organic searches both participated in the journey.
The assisted conversion report assigns a value (revenue) per channel, as well as the number and value of specific last-click conversions. Assisted conversions are especially useful for comparing two periods. For example, assisted conversions from paid search in November 2021 were 295.85% higher than in November 2020. Last-click conversions also increased, but the encouraging aspect is that paid search participated in many more conversion journeys in 2021, contributing to higher overall revenue.
How to analyze conversion paths involving paid search?
The "Top Conversion Paths" report in Google Analytics provides a breakdown of each path involving paid search. You can see how users interact with your ads before converting, even if the last click is not paid. This helps you understand the real impact of your campaigns across the entire funnel.
By analyzing these paths, you identify the channel combinations that work best. For example, you discover that paid search often assists organic search or direct traffic. This global vision justifies your advertising investments, even when direct ROAS seems low. Use this data to adjust your bids and messaging based on the steps of the path.
What adaptations should be made in response to the changes in Google Ads?
Pay-per-click is constantly evolving. The Google Ads Help announcements and what's new page listed more than 70 updates in 2021. For example, Google phased out broad match modifier keywords that year, and phrase match now functions in a similar way. To remain competitive, you must stay informed and implement the appropriate changes.
You cannot rely on your past performance. Google modifies features and workflows without warning. Adapting to change is essential for long-term success. Schedule regular reviews of your campaigns, test new options, and adjust your strategy accordingly. Flexibility is your best ally in a constantly evolving advertising environment.
How to integrate the economic context into your Google Ads audit?
Your year-end review should not be limited to internal figures. The economic and industry context strongly influences your performance. In 2020, online sales skyrocketed due to the pandemic, stimulus measures, and travel restrictions. In 2021, the situation began to normalize, but purchasing habits changed for the long term.
Compare your results with market trends, but without inventing data. If you notice a decline, ask yourself whether it is due to your actions or a less favorable environment. For example, the reopening of physical stores may have reduced online demand. Integrate these factors into your analysis to avoid hasty conclusions and make informed decisions for the following year.
Which key metrics should you monitor to evaluate the health of your campaigns?
For a comprehensive assessment, track metrics such as return on ad spend (ROAS), cost per acquisition (CPA), conversion rate, number of transactions, and revenue generated. But don't stop there. Assisted conversions, new customer acquisition, and newsletter sign-ups are just as important for measuring long-term impact.
Analyze these metrics by campaign type and time period. Compare the performance of your Search, Shopping, Display, Video, and Discovery campaigns. Identify which ones generate the most direct revenue and which ones contribute to acquiring new customers. This overview allows you to optimize your budget and prioritize actions that work.
How to use your campaign data to improve your SEO strategy?
Your Google Ads campaign data can feed your SEO strategy. Keywords that perform well in paid search are often relevant for your organic content. Use this information to optimize your category pages and blog posts. An effective e-commerce SEO strategy relies on a detailed understanding of search intents.
For example, if your ads for "home sports equipment" generate a lot of clicks, create organic content around this topic. This strengthens your visibility across both channels. Additionally, assisted conversion data shows how paid search and organic search work together. Integrate these insights into your SEO planning to maximize your overall return on investment.
How to prepare your Google Ads budget for the coming year?
After analyzing your performance, you need to plan your budget for the following year. Allocate more resources to the campaigns that generate the most revenue and new customers. Do not forget awareness campaigns such as Display, Video, and Discovery, which feed your funnel and your remarketing lists.
Take into account platform developments and changes in consumer behavior. Allow some margin to test new features, such as Performance Max. A flexible budget allows you to adapt quickly to opportunities and the unexpected. The key is to remain agile and not freeze your strategy based on past performance.
How does Qstomy help optimize your Google Ads campaigns?
Qstomy, the Shopify AI agent, can complement your Google Ads efforts by improving your store's conversion rate. Thanks to its personalized recommendations, it guides your visitors to the right products, increases the average cart value, and reduces abandonment. It also handles package tracking and after-sales service, which improves the customer experience and builds buyer loyalty.
By integrating Qstomy, you maximize the return on your advertising spend. Visitors coming from your Google Ads campaigns receive better support, which increases the chances of conversion. In addition, Qstomy can help you identify upsell and cross-sell opportunities, thereby increasing the value of each order. With over 100 merchant users, Qstomy is an asset for transforming your clicks into loyal customers.
What is the checklist for a successful year-end Google Ads audit?
Here is a checklist to structure your report:
Compare periods: analyze performance compared to the previous year, taking the context into account.
Evaluate brand vs non-brand: measure the growth of brand and non-brand keywords.
Analyze campaign types: identify those that acquire new customers.
Use assisted conversions: value the indirect impact of your ads.
Track Google Ads evolutions: adapt to changes on the platform.
In short: a successful report relies on comprehensive analysis, careful comparison, and continuous adaptation. Don't forget to integrate tools like Qstomy to improve conversion and retention.
FAQ
Why is comparing performance year-over-year delicate? Because the context can vary greatly, as in 2020 with the pandemic.
Which campaign types should be prioritized to acquire new customers? Display, Video, and Discovery are the most effective for reaching new audiences.
How does Qstomy help optimize campaigns? By improving conversion, average basket size, and customer retention from your ads.
To go further: Can you sell Amazon products on Shopify? - Qstomy, Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, Does Texas levy a sales tax on online purchases? - Qstomy, E-commerce SEO strategy for category pages - Qstomy, Which email flows generate revenue in e-commerce? - Qstomy, Using AI in your SEO strategy: Google framework, Shopify Magic and governance - Qstomy, Google Analytics for marketing: advertising, traffic and performance (GA4) - Qstomy.
Enzo
September 17, 2026
