Google Ads Metrics Glossary
Geetanjali Tyagi avatar
Written by Geetanjali Tyagi
Updated over a week ago

Avg CPC (Average Cost Per Click)

The average amount charged for each click on an ad. It is calculated by dividing the total cost of the clicks by the total number of clicks. 

Clicks

Every time someone clicks on an ad, even if the person doesn't reach the landing page. 

Conv (Conversions)

When someone interacts with your ad or free product listing (for example, clicks a text ad or views a video ad) and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone. These were earlier referred to as conversions many-per-click before Google launched flexible conversion counting. 

Conv Click Rate

Shows how often a click from an ad results in a conversion. Can help to tell whether the keywords and ads are driving conversions or not. It can be calculated by dividing the number of converted clicks by the total clicks that can be tracked to a conversion. 

Conv Clicks (Converted Clicks)

Every ad click results in one or more conversions within the chosen conversion window (typically 30 days). These were earlier referred to as Conversions (1-per-click).

Conv Rate (Conversion Rate)

The ratio that shows the average number of conversions per ad interaction, as a percentage. It is calculated by taking the number of conversions and dividing that by the number of total ad interactions that can be tracked to a conversion during the same time period.

Conv Value / Cost (Conversion Value / Cost)

The ratio of the value associated with conversions is divided by the cost to get those conversions. The value data is usually sent to Google Ads or Microsoft through a piece of JavaScript code where the advertiser dynamically changes the number based on what has been sold. Because this metric depends on correctly sending the data to Google Ads, its accuracy depends on how the advertiser has implemented the tracking code.

Some advertisers may also send different data for the 'value' component with some advertisers choosing to send the revenue (total amount of the sale), and others sending margin data (revenue from the sale minus the cost of the items sold).

Cost / Conv Click

The ratio can help understand how much someone pays, on average, for each click that can be tracked to a conversion during a chosen conversion window. It helps to comprehend the return on investment (ROI) in each converting customer.

Cost / Conv

Shows how much, on average, each conversion costs. It includes CPC for clicks that can be tracked to a conversion. It is calculated by dividing the total cost by the total conversions.

Cost / Est. Total Conv

Shows on average how much an estimated total conversion costs. It's the total cost divided by the estimated total conversions. 

Cost

The total amount of money spent on clicks (CPC) or impressions (CPM) each day for each ad campaign in your account.

CPM (Cost-per-thousand impressions)

What you are willing to pay for each set of thousand views of an ad.

CTR (Clickthrough Rate)

The ratio shows how often people who see an ad click on it. It is calculated by taking the number of clicks that an ad receives divided by the number of times the ad is shown, expressed as a percentage. 

Display Impr Share 

How often (percentage) the ad is shown on the Display Network? It depends on the ad’s targeting settings, budget, approval statuses, bids, and Quality Scores. It can help identify potential opportunities to get more impressions and clicks and it can be calculated by dividing the received impressions on the Google Display Network by the estimated number of impressions eligible to receive. 

Est. Total Conv. Rate

How often a click on an ad result in a conversion? It can be calculated by dividing the estimated total conversions by the total clicks that can be conversion-tracked.

Est. Total Conv. Value

The total value of all the conversions, including those that are estimated. 

Est. Total Conv

The total number of conversions driven by Google Ads. It includes the website, cross-device, and phone call conversions. 

Impr (Impressions)

How often an ad is shown? An impression is counted every time an ad is shown on a network (Google Search, Display, or Search Partners)

Impr Share / Search Impr Share (Impression Share)

How often (percentage) the ad is shown on a search result page or other site on the Google Network. It depends on the ad’s targeting settings, budget, approval statuses, bids, and Quality Scores. It can help identify potential opportunities to get more impressions and clicks and it can be calculated by dividing the received impressions on Google.

ROAS (Return On Ad Spend)

Represents how much revenue you earn for each dollar you spend on ads. It is calculated by dividing the revenue ('conversion value' in Google Ads) by the cost of ads. 

Target ROAS (Target Return On Ad Spend): 

Represents how much revenue you want to earn for each dollar you spend on Google Ads. 

View-through Conv

When a customer views an image ad on the display network but doesn't click on it and then converts within 30 days (or another time frame set previously) on the site, it is recorded as a view-through conversion. This metric excludes conversions from people who clicked on a search ad.

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