Pay Per Click (PPC) advertising is marketed as the best possible way of measuring your return on investment , you cannot question this. Where else can you see exactly where people have come from how much they paid to get there and what they done (bought something , contacted you etc). They key to establishing your ROI is with reporting.
The Google Adwords reporting tool is a huge asset to PPC management and is not bettered by any other PPC advertising programme (in my opinion). However I’ve noticed that when taking data from a scheduled report whether it be daily weekly or monthly that the date that is generated is not always factual.
Within my role a Pay per click optimisation specialist I schedule reports to compile data to let my clients know how successful their campaigns have been. After compiling these reports using the data generated from a scheduled report I noticed the following day the number of their conversions differed from what I had reported on (for the better normally).
When you schedule a report for a period of time it is generally run within 2 hours of the following day e.g. if a report template is set up to capture data for the previous month and scheduled to run on the first day of every month it is run at 01:00 on the first of every month.