It depends on what you want to report. There are 80 reports in Google Analytics. AdWords reports work pretty well for analysis if you filter out and take off the columns you don't need. Are you reporting to clients? Or just printing them out to analyze? Sometimes clients might only like an "Executive Summary" without all the nitty-gritty.
Reporting to clients. Also, I am wondering how people pull all their SEM reports together. Google, Yahoo, MSN, etc... Sorry for the misunderstanding
Since ppc is only part of the reports we give (sometimes we don't give these breakdowns or the client will start scrutinizing bids and keyword choice). Sometimes it is more info than they even want. If you do decide to send these, I would only do it maybe once a month. Before you Send First, cross channel all your ppc platforms (AdWords, Yahoo, and MSN) so you can see all conversions and clicks from all them reported through AdWords. Set your parameters in the Google reports section of AdWords. Run a Keyword Report and only include the necessary check boxes (They don't need to know min. cpc, CPM, keyword status and all that). Automated Reporting You can have Google automatically send them the excel spreadsheet breakdown via email monthly, or have it sent to you, so you can format it. Point out the bottom line -- clicks, overall cost, and how many conversions created through ads, cost per conversion, and make your own column for return on ad spend (if you know their revenue). Then, if the client chooses to dive into the nitty gritty, they have enough info to peruse for days. Web Position Gold We give Web Position Gold reports making sure to emphasize the change in search engine rankings. You run one at the beginning of the contract and then another three months later, so the client can see the movement & improvement. Make sure to include Google, Yahoo, MSN in the report. Many times Yahoo and MSN index faster, and changes in rankings are seen faster, so if your client isn't doing too hot on Google yet, you can say, "look at how well you are doing in Yahoo & MSN." Word Trackers offer a branding layout, where you can upload your company graphic (nice!) on the report. Other Stats We also give back link reports, Alexa ranking increases. List of directories submitted to (not necessarily approved for yet). We include this in a nice little bundle, along with a consultation meeting to answer any questions they have, after we have talked through and orally interpreted the reports.
Great info. We report on the same things. What reporting tool do you use to report to your clients? Do you build it in excel or use a different program?