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. 

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

Conv (Conversions)

When someone clicks an ad and then takes a valuable action for the business (like an online purchase or a call to a business from a mobile phone). These were earlier referred to as conversions many-per-click before Google launched flexible conversion counting. 

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. 

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

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

The ratio of the value associated with conversions divided by the cost to get those conversions. The value data is usually sent to Google Ads or Bing 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).

The ratio that 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.

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.

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

The total amount of money spent on clicks (CPC) or impressions (CPM) during a period of time. 

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

The ratio that 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. 

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. 

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

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

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

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)

How often (percentage) the ad is shown on the Search 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.

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 for ads. 

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

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