How to Calculate Net Sales in Google Ads

7 minute read

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Do you want to know how much revenue your Google Ads campaigns generate? Calculating net sales is the answer. It's an important metric that gives you an idea of how much revenue you've made after deducting relevant expenses. In this article, you'll learn how to calculate net sales in Google Ads.

Understanding Net Sales and Google Ads

Before diving into the calculation process, let's discuss what net sales and Google Ads are.

Net sales refer to the total revenue earned after subtracting returns, discounts, and other related expenses. It's a vital figure because it shows how much cash you have generated after accounting for all costs.

Net sales are an essential metric for any business because it provides a clear picture of how much revenue is actually being generated. By deducting returns, discounts, and other expenses, you get a more accurate representation of how much money is being made. This figure is crucial for financial reporting and analysis, as it helps businesses to make informed decisions about their operations.

What are Returns and Discounts?

Returns and discounts are two factors that can significantly impact net sales. Returns refer to the products that are returned by customers for various reasons, such as defects or dissatisfaction. These returns can be costly for businesses, as they often result in lost revenue and additional expenses, such as shipping and handling fees.

Discounts, on the other hand, are a reduction in the price of a product or service. Discounts can be offered for various reasons, such as seasonal promotions or to attract new customers. While discounts can help to drive sales, they can also impact net sales, as they reduce the overall revenue generated by the business.

The Role of Google Ads in Driving Sales

Google Ads, previously known as Google AdWords, is an online advertising platform that enables businesses to display their ads on Google's search results pages. You bid on specific keywords, and your ad shows up when someone enters a relevant search term. Google Ads is a powerful way to attract new customers, boost brand awareness and drive sales.

Google Ads is an essential tool for businesses looking to increase their online visibility and drive sales. By targeting specific keywords and demographics, businesses can reach their ideal customers and drive traffic to their website. This increased traffic can lead to more sales and revenue, making Google Ads a valuable investment for businesses of all sizes.

It's important to note that while Google Ads can be a powerful tool, it's not a one-size-fits-all solution. Businesses need to carefully consider their target audience, budget, and goals before investing in Google Ads. By taking the time to develop a comprehensive strategy, businesses can maximize the impact of their Google Ads campaigns and drive long-term success.

Now that you know the basics let's get to the actual calculation.

Setting Up Conversion Tracking in Google Ads

Before you can accurately calculate net sales, you need to set up conversion tracking in your Google Ads account. Conversion tracking allows you to track the actions users take after clicking on your ads. Here's how you can set it up:

Creating Conversion Actions

First, create a conversion action. A conversion action is a valuable action that a customer takes on your website, such as filling out a form or making a purchase. You can create a new conversion action by following these steps:

  1. Click on the Tools and Settings icon in the top right corner of your account.
  2. Select 'Conversions' from the dropdown menu.
  3. Click the plus icon to create a new conversion action.
  4. Select the type of conversion you want to track.
  5. Follow the on-screen directions to set up your conversion action.

Implementing Conversion Tracking Tags

Once you've created a conversion action, you need to implement a conversion tracking tag on your website. A conversion tracking tag is a small piece of code that tells Google when a conversion action has been completed. Here's how to implement it:

  1. In your Google Ads account, click 'Tools and Settings' in the top right corner.
  2. Select 'Conversions' from the dropdown menu.
  3. Click on the name of the conversion action you want to track.
  4. Select 'Tag setup' from the menu on the left-hand side.
  5. Choose how you want to install the tag (via Google Tag Manager, HTML, or various CMS integrations).
  6. Follow the instructions to install the tag on your website.

Tracking Sales from Different Channels

Conversion tracking can help you track sales from different channels, including desktop, mobile, and tablet devices. It can also help you track sales from different sources, such as Google search, Google Display Network, and YouTube. By tracking sales from different sources and devices, you can gain a better understanding of which channels and campaigns are driving the most sales.

Analyzing Google Ads Performance Metrics

Once you have set up conversion tracking, you can start analyzing performance metrics to determine how effective your campaigns are in driving conversions and sales. Here are some essential metrics to pay attention to:

Click-Through Rate (CTR)

CTR is the ratio of clicks to impressions. A high CTR indicates that your ads are relevant and engaging to your target audience.

Cost Per Click (CPC)

CPC is the average amount you pay for each click on your ad. It's an essential metric because it directly affects your campaign's profitability. Lower CPCs result in more cost-effective campaigns.

Conversion Rate (CVR)

CVR is the ratio of conversions (such as purchases or leads) to clicks. A high CVR means that your ad campaign is highly effective at driving conversions, and vice versa.

Return on Ad Spend (ROAS)

ROAS measures the revenue generated for every dollar spent on advertising. It's a key metric to evaluate campaign profitability. A ROAS value of 1 means that you've earned back what you spent, whereas a ROAS of 2 means you made twice what you spent.

Calculating Net Sales from Google Ads Data

Now that you know how to set up conversion tracking and analyze performance metrics let's jump into calculating net sales. Here's how to do it:

Gathering Necessary Data

You will need specific data to calculate net sales. This data includes your total ad spend, the amount of revenue generated from ads, and any other expenses related to running your campaigns.

Factoring in Costs and Expenses

Next, deduct any relevant costs and expenses from your total ad revenue to determine gross profit. These costs can include the cost of goods sold, shipping charges, and any other direct expenses related to the sale.

Calculating Net Sales Formula

Use the following formula to calculate net sales:

Net Sales = Gross Profit - Operating Expenses

Your operating expenses typically include indirect costs, such as salaries, rent, and utilities. Deduct these expenses from your gross profit to get your net sales.


Google Ads can be a powerful tool to drive sales and revenue for your business, but tracking and analyzing your campaign performance is crucial to ensure profitability. By setting up conversion tracking and following the steps to calculate net sales, you can gain valuable insights into your campaigns. Use these insights to optimize your ad campaigns, reduce unnecessary expenses, and increase profits. Happy calculating!

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