As you might imagine, giving an ₹ 18 cost-per-click (CPC) the same weight as an $18 CPC would severely skew our results, which is why we standardize everything to USD.

What Did We Learn from 2,000+ Google Ads Accounts?

As of writing this post (March 1, 2016), we’ve audited 2,167 Google Ads accounts—representing over a $320 million in ad spend in hundreds of industries across the world.

All told, that ad spend paid for more than 90 billion impressions and well over 500 million clicks.

The question is, was it worth it?

Conversion Tracking

One of the first things you notice when you audit 2,000 Google Ads accounts is just how few accounts have effective conversion tracking in place.