Google Ads Metrics

 

🔍 Core Google Ads Metrics (With Definitions)

1️⃣ Impressions

Definition:
The number of times your ad is shown on Google (Search, Display, YouTube, etc.).

📌 If your ad appears on a screen, that counts as one impression.

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2️⃣ Clicks

Definition:
The number of times people click on your ad.

📌 Each click means someone showed interest and visited your website or landing page.

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3️⃣ CTR (Click-Through Rate)

Definition:
The percentage of people who clicked your ad after seeing it.

Formula:
CTR = (Clicks ÷ Impressions) × 100

📌 Higher CTR = your ad is relevant and attractive.

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4️⃣ CPC (Cost Per Click)

Definition:
The amount you pay each time someone clicks on your ad.

📌 Lower CPC means you’re getting traffic at a cheaper cost.

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5️⃣ Cost

Definition:
The total amount of money spent on your ads.

📌 This is your actual Google Ads spend.

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6️⃣ Conversions

Definition:
The number of valuable actions completed after clicking your ad
(ex: purchase, lead form, phone call, app install).

📌 Conversions = real business results.

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7️⃣ Conversion Rate

Definition:
The percentage of clicks that resulted in a conversion.

Formula:
Conversion Rate = (Conversions ÷ Clicks) × 100

📌 Shows how effective your landing page and offer are.

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8️⃣ CPA (Cost Per Acquisition / Cost Per Conversion)

Definition:
The cost to get one conversion.

Formula:
CPA = Cost ÷ Conversions

📌 Lower CPA = better performance.

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9️⃣ Quality Score

Definition:
Google’s rating (1–10) of your ad quality.

📌 Based on:

• Expected CTR

• Ad relevance

• Landing page experience

📌 Higher Quality Score = lower CPC + better ad positions.

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🔟 Ad Rank

Definition:
Determines your ad position on the search results page.

📌 Based on:

• Your bid

• Quality Score

• Ad extensions

📌 Higher Ad Rank = higher position.

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📊 Engagement & Visibility Metrics

1️⃣ Impression Share

Definition:
The percentage of impressions your ad received out of the total possible impressions.

📌 Shows how much of the market you’re capturing.

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2️⃣ Lost Impression Share

Definition:
Impressions you lost due to:

• Low budget

• Low ad rank

📌 Helps identify scaling opportunities.

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3️⃣ Average Position (limited usage now)

Definition:
The average position where your ad appeared on the page.

📌 Replaced mostly by Top of Page metrics.

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4️⃣ Top of Page Rate

Definition:
The percentage of times your ad appears at the top of search results.

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                    💰 Revenue & Performance Metrics

1️⃣ ROAS (Return on Ad Spend)

Definition:
Revenue earned for every ₹1 spent on ads.

Formula:
ROAS = Revenue ÷ Cost

📌 Example: ROAS 5 = ₹5 earned for every ₹1 spent.

2️⃣Value / Conversion Value

Definition:
The total revenue generated from conversions.

📌 Used mainly in e-commerce campaigns.

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📱 Call & Video Metrics (If Applicable)

3️⃣ Call Clicks

Definition:
Number of times users clicked the call button in your ad.

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4️⃣ View Rate (YouTube Ads)

Definition:
Percentage of people who watched your video after seeing the ad

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✅ Summary for Easy Memory

• Visibility: Impressions, Impression Share

• Interest: Clicks, CTR

• Cost: CPC, Cost

• Results: Conversions, Conversion Rate, CPA

• Quality: Quality Score, Ad Rank

• Revenue: ROAS, Conversion Value