Multilingual PPC Reporting Is a Data Architecture Problem, Not Just Translation

A team building PaceWise, a PPC client-reporting tool, found that producing reports in 15 languages goes well beyond translating text. Simply sending a finished English report to a translation service fails because reports contain structured entities like campaign names, metrics and currency values that must stay untranslated. The team therefore separated underlying data from presentation, so numbers stay identical across languages while labels are localised. They also adopted stable semantic keys such as metric.ctr instead of display strings, which keeps localisation logic out of business logic. Finally, they noted that marketers in some markets prefer local-language metric names alongside the standard English acronyms, such as クリック率 (CTR) in Japanese.