Top 100 Google Ads reporting metrics with explanation, formula and explanation

Top 100 Google Ads metrics

Are you a beginner in Google Ads? and confused with the jargons? Here is a perfect starting point to understand all the metrics used in Google Ads

1. Impressions

• Description: Number of times your ad is shown.

• Formula: Reported by Google.

• Example: Your ad was shown 5,000 times on the Search Network → Impressions = 5,000.

2. Clicks

• Description: Total number of times users clicked your ad.

• Formula: Reported by Google.

• Example: You got 500 ad clicks → Clicks = 500.

3. Cost

• Description: Total amount spent on Google Ads.

• Formula: Sum of costs per click/impression.

• Example: After a week, you spent $250 → Cost = $250.

4. CTR (Click-Through Rate)

• Description: % of impressions that resulted in a click.

• Formula: (Clicks ÷ Impressions) × 100%.

• Example: 500 clicks ÷ 5,000 impressions × 100% = 10% CTR.

5. Average CPC

• Description: Average cost you pay per click.

• Formula: Cost ÷ Clicks.

• Example: $250 ÷ 500 clicks = $0.50 Avg. CPC.

6. Conversions

• Description: Number of completed actions (leads, sales, sign-ups).

• Formula: Google Ads conversion tracking.

• Example: 25 total leads → Conversions = 25.

7. Cost per Conversion

• Description: Average cost for each conversion (CPA).

• Formula: Cost ÷ Conversions.

• Example: $250 ÷ 25 = $10 Cost/Conversion.

8. Conversion Rate

• Description: % of clicks that resulted in a conversion.

• Formula: (Conversions ÷ Clicks) × 100%.

• Example: 25 conversions ÷ 500 clicks = 5% Conversion Rate.

9. Conversion Value

• Description: Total monetary value from all conversions.

• Formula: Sum of conversion values.

• Example: 25 conversions worth $2,500 total → Conversion Value = $2,500.

10. ROAS (Return on Ad Spend)

• Description: Revenue generated per dollar spent.

• Formula: Conversion Value ÷ Cost.

• Example: $2,500 ÷ $250 = 10 ROAS.

11. Impression Share (IS)

• Description: % of impressions received out of total eligible.

• Formula: (Impressions ÷ Total Eligible Impressions) × 100%.

• Example: You got 5,000 impressions out of an estimated 10,000 → 50% IS.

12. Search Impression Share

• Description: Impression share on the Search Network.

• Formula: (Search Impressions ÷ Eligible Search Impressions) × 100%.

• Example: 4,000 search impressions out of 8,000 → 50% Search IS.

13. Display Impression Share

• Description: Impression share on the Display Network.

• Formula: (Display Impressions ÷ Eligible Display Impressions) × 100%.

• Example: 1,000 display impressions out of 2,000 → 50% Display IS.

14. Search Lost IS (Budget)

• Description: % of eligible Search impressions lost due to budget limits.

• Formula: (Missed Impressions due to Budget ÷ Eligible Impressions) × 100%.

• Example: 1,000 missed out of 8,000 → 12.5% lost to budget.

15. Search Lost IS (Rank)

• Description: % of eligible Search impressions lost due to low Ad Rank.

• Formula: (Missed Impressions due to Rank ÷ Eligible Impressions) × 100%.

• Example: 500 missed out of 8,000 → 6.25%.

16. Display Lost IS (Budget)

• Description: % of eligible Display impressions lost to limited budget.

• Example: 200 missed out of 2,000 → 10% lost to budget.

17. Display Lost IS (Rank)

• Description: % of eligible Display impressions lost to low Ad Rank.

• Example: 100 missed out of 2,000 → 5% lost to rank.

18. All Conversions

• Description: Includes cross-device conversions, store visits, etc., in addition to primary conversions.

• Formula: Reported by Google.

• Example: You have 25 main conversions + 5 cross-device → All Conversions = 30.

19. All Conversion Value

• Description: Total value of all conversions.

• Example: $2,500 from main + $300 from cross-device → $2,800.

20. Cost per All Conversions

• Description: Cost for each “All Conversion” counted.

• Formula: Cost ÷ All Conversions.

• Example: $250 ÷ 30 = $8.33.

21. View-Through Conversions

• Description: Conversions after seeing (but not clicking) your ad.

• Formula: Reported by Google.

• Example: 3 conversions are view-through → VTC = 3.

22. Value per Conversion

• Description: Average monetary value per conversion.

• Formula: Conversion Value ÷ Conversions.

• Example: $2,500 ÷ 25 = $100 per conversion.

23. Conversion Value / Cost

• Description: How much value per $1 of cost (another ROAS form).

• Formula: Conversion Value ÷ Cost.

• Example: $2,500 ÷ $250 = 10.

24. Average Position (Deprecated)

• Description: Legacy metric for the average ranking of your ad.

• Example: (Deprecated) – historically “Avg. Pos. = 1.7”.

25. Search Top Impression Rate

• Description: % of your Search ad impressions shown in the top section.

• Formula: (Top Impressions ÷ Search Impressions) × 100%.

• Example: 3,000 top impressions out of 4,000 total → 75%.

26. Search Absolute Top Impression Rate

• Description: % of Search ad impressions shown as the very first ad.

• Formula: (Absolute Top Impressions ÷ Search Impressions) × 100%.

• Example: 2,000 out of 4,000 → 50%.

27. Search Top IS

• Description: Impression share for the top-of-page positions on Search.

• Example: You got 3,000 top impressions out of 3,500 top-eligible → 85.7%.

28. Search Absolute Top IS

• Description: Impression share for the absolute top position.

• Example: 2,000 absolute top out of 2,500 → 80%.

29. Click Share

• Description: Actual clicks received ÷ maximum possible clicks Google estimates.

• Example: 500 clicks out of a possible 800 → 62.5% Click Share.

30. Interactions

• Description: Main user actions (clicks on Search, views on Video, etc.).

• Example: 500 total interactions on a Search campaign = 500 clicks.

31. Interaction Rate

• Description: Interactions ÷ Impressions × 100%.

• Example: 500 interactions ÷ 5,000 impressions = 10%.

32. Avg. Cost (per Interaction)

• Description: Cost ÷ Interactions.

• Example: $250 ÷ 500 = $0.50 per interaction.

33. Video Views (YouTube Ads)

• Description: Number of times your video was watched (30s or full, if shorter).

• Example: 2,000 views → Video Views = 2,000.

34. View Rate (YouTube Ads)

• Description: (Video Views ÷ Impressions) × 100%.

• Example: 2,000 views ÷ 10,000 impressions = 20% View Rate.

35. Avg. CPV (Cost per View)

• Description: Cost ÷ Views.

• Example: $100 ÷ 2,000 views = $0.05 CPV.

36. Earned Views (YouTube)

• Description: Additional views on your channel after someone watched or engaged with your ad.

• Example: 300 extra views on other videos → Earned Views = 300.

37. Earned Subscribers

• Description: New channel subscribers gained after an ad interaction.

• Example: 20 new subscribers → Earned Subscribers = 20.

38. Video Quartile Metrics (25%, 50%, 75%, 100%)

• Description: How many viewers made it to each quarter of your video.

• Example: 25% watchers = 1,600, 50% watchers = 1,200, etc.

39. Engagements (Video)

• Description: Clicks on interactive elements (cards, end screens).

• Example: 50 CTA button clicks → Engagements = 50.

40. Engagement Rate (Video)

• Description: (Engagements ÷ Impressions) × 100%.

• Example: 50 engagements ÷ 1,000 impressions = 5%.

41. Phone Calls (Call Extensions)

• Description: Number of times users clicked the “Call” button.

• Example: 30 calls → Phone Calls = 30.

42. Phone-Through Rate (PTR)

• Description: (Phone Calls ÷ Impressions) × 100%.

• Example: 30 calls ÷ 1,000 impressions = 3% PTR.

43. Call Conversions

• Description: Calls that lasted beyond a set threshold and counted as conversions.

• Example: 10 calls lasted >60 seconds → Call Conversions = 10.

44. Cost per Call Conversion

• Description: Cost ÷ Call Conversions.

• Example: $200 ÷ 10 calls = $20.

45. Store Visits

• Description: Estimated in-store visits attributed to ad interactions.

• Example: Google estimates 15 store visits → Store Visits = 15.

46. Cost per Store Visit

• Description: Cost ÷ Store Visits.

• Example: $300 ÷ 15 visits = $20.

47. Store Sales (Direct/Indirect)

• Description: Offline sales matched or estimated from your ads.

• Example: 5 offline purchases = Store Sales = 5.

48. Click-Assisted Conversions

• Description: Conversions influenced by an earlier ad click (not final click).

• Example: 8 conversions are click-assisted → Click-Assisted = 8.

49. Impression-Assisted Conversions

• Description: Conversions influenced by an ad impression (view-through).

• Example: 3 conversions from impressions → Impression-Assisted = 3.

50. Cost per Click-Assisted Conversion

• Description: Cost ÷ Click-Assisted Conversions.

• Example: $400 ÷ 8 = $50.

51. Page Views (via Google Analytics)

• Description: Number of pages viewed post-click.

• Example: GA records 1,000 page views from ad traffic.

52. Bounce Rate

• Description: % of single-page sessions.

• Formula: (Single-page sessions ÷ Total sessions) × 100%.

• Example: 600 single-page out of 1,000 → 60%.

53. Avg. Session Duration

• Description: Average length of user sessions from your ads.

• Example: GA shows 1 minute 30 seconds average.

54. Pages per Session

• Description: Average pages viewed per user session.

• Example: 2,000 pageviews ÷ 1,000 sessions = 2 Pages/Session.

55. Smart Bidding Metrics (Target CPA, Target ROAS)

• Description: Performance relative to your automated bid strategy goals.

• Example: Target CPA set at $10; actual CPA is $12 → indicates underperformance.

56. Relative CTR (Display)

• Description: Your CTR ÷ average CTR of all ads on the same placements.

• Example: Your CTR = 0.5%, average = 0.25% → Relative CTR = 2.0.

57. Gmail Saves

• Description: Times a user saved your Gmail ad.

• Example: 10 saves → Gmail Saves = 10.

58. Gmail Forwards

• Description: Times a user forwarded your Gmail ad.

• Example: 5 forwards → Gmail Forwards = 5.

59. Gmail Clicks to Website

• Description: Clicks from within Gmail ad that lead to your site.

• Example: 20 site visits from Gmail → Gmail Clicks to Website = 20.

60. Cross-Device Conversions

• Description: Conversions from users who clicked on one device but converted on another.

• Example: 5 cross-device conversions → Cross-Device = 5.

61. Device Segments (Mobile, Desktop, Tablet)

• Description: Performance metrics by device type.

• Example: Desktop: 70% conversions, Mobile: 30%.

62. Click Type (Headline, Sitelink, Call Extension)

• Description: Breakdown of which part of the ad was clicked.

• Example: 300 headline clicks, 50 sitelink clicks, etc.

63. Top vs. Other

• Description: Breakdown of impressions and clicks in top ad positions vs. other positions.

• Example: Top: 3,000 impressions, Other: 2,000.

64. Search Terms Match Type

• Description: How user queries matched your keywords (exact, phrase, broad).

• Example: 200 clicks came from phrase match queries.

65. Quality Score

• Description: 1-10 rating of expected CTR, ad relevance, and landing page experience.

• Example: A keyword has a Quality Score = 7/10.

66. Ad Relevance (Component of Quality Score)

• Description: How relevant your ad is to the keyword.

• Example: “Above Average” ad relevance.

67. Landing Page Experience (Component of QS)

• Description: How useful/relevant your landing page is to visitors.

• Example: “Below Average” → indicates a page quality issue.

68. Expected CTR (Component of QS)

• Description: Likelihood of a click when your ad appears.

• Example: “Average” expected CTR for a given keyword.

69. Ad Group Score

• Description: Aggregate of all keywords’ quality scores in an ad group.

• Example: Weighted average = 7.5.

70. Campaign Score

• Description: Aggregated quality score at the campaign level.

• Example: Weighted average = 7 for the entire campaign.

71. Search Term Impression Share

• Description: Impression share specifically for actual search terms that triggered your ads.

• Example: 3,000 impressions out of 4,000 → 75%.

72. Bid Adjustments

• Description: Performance insights on device/location/time-based bid modifiers.

• Example: +20% on mobile, -10% on certain locations.

73. Budget Attainment

• Description: (Cost ÷ Budget) × 100%.

• Example: $80 spent ÷ $100 daily budget = 80% attainment.

74. Invalid Clicks

• Description: Clicks identified as invalid/fraudulent and not charged.

• Example: 15 invalid clicks → not billed.

75. Search Exact Match IS

• Description: Impression share for exact-match queries.

• Example: 2,000 exact-match impressions out of 2,500 → 80%.

76. Conversions by Conversion Action

• Description: Performance data separated by each distinct conversion type.

• Example: 10 leads, 15 purchases, etc.

77. Hour-of-day / Day-of-week Performance

• Description: Metrics by time segment.

• Example: Peak conversions at 3 PM on weekdays.

78. Audience Segments Performance

• Description: Performance by in-market, affinity, remarketing, or custom audiences.

• Example: Remarketing audience has 10% CTR, while in-market has 6%.

79. Device Conversion Rate

• Description: (Conversions on a device ÷ Clicks on that device) × 100%.

• Example: Mobile: 10 conversions / 200 clicks = 5% CR.

80. Geographic Performance

• Description: Metrics (clicks, cost, conversions) by location.

• Example: 50 conversions in California vs. 10 in Texas.

81. Auction Insights: Overlap Rate

• Description: How often another advertiser’s ad appears in the same auctions as yours.

• Example: Competitor A has 40% overlap with you.

82. Auction Insights: Outranking Share

• Description: % of auctions where your ad ranked higher than a competitor’s (or showed when they didn’t).

• Example: You outrank Competitor B 60% of the time.

83. CPC Bid

• Description: The max CPC you’re willing to pay (manual or automated).

• Example: $2.00 max CPC set for a keyword.

84. CPM (Cost per 1000 Impressions)

• Description: Average cost per thousand impressions.

• Formula: (Cost ÷ Impressions) × 1,000.

• Example: $100 ÷ 10,000 × 1,000 = $10 CPM.

85. vCPM (Viewable CPM)

• Description: Cost per 1,000 viewable impressions on Display/Video.

• Formula: (Cost ÷ Viewable Impressions) × 1,000.

• Example: $100 ÷ 8,000 viewable impressions × 1,000 = $12.50 vCPM.

86. CPV (Cost per View) (Video Ads)

• Description: Cost ÷ Video Views.

• Example: $50 ÷ 1,000 views = $0.05 CPV.

87. CPA (Cost per Acquisition)

• Description: Another name for Cost per Conversion.

• Example: $250 ÷ 25 conversions = $10 CPA.

88. CPD (Cost per Download) (App Campaigns)

• Description: Cost ÷ App Downloads.

• Example: $500 ÷ 100 downloads = $5 CPD.

89. In-app Actions

• Description: Tracked post-install actions (purchases, sign-ups).

• Example: 20 in-app purchases → In-app Actions = 20.

90. Cost per In-app Action

• Description: Cost ÷ In-app Actions.

• Example: $400 ÷ 20 = $20 per in-app action.

91. App ROAS

• Description: In-app revenue ÷ Ad Spend.

• Example: $2,000 in-app revenue ÷ $400 spent = 5.0.

92. Expanded Text Ad vs. Responsive Search Ad Metrics

• Description: Compare performance of different ad formats.

• Example: ETAs yield 5% CTR, RSAs yield 7% CTR.

93. Keyword Match Type Performance

• Description: CTR, CPC, conversions by broad, phrase, or exact.

• Example: Exact match CTR = 12%, broad match CTR = 4%.

94. Budget Utilization (Daily/Monthly)

• Description: (Cost ÷ Daily or Monthly Budget) × 100%.

• Example: $90 spent out of $100 daily → 90% utilization.

95. Top of Page Bid Estimate

• Description: Approx. CPC needed to appear in top results.

• Example: Google suggests $2.50 for top of page.

96. First Page Bid Estimate

• Description: Approx. CPC for first page on Search.

• Example: $1.50 to appear on page one.

97. Eligible Impressions

• Description: The total possible impressions for which your ads could have shown.

• Example: 10,000 total eligible impressions → you got 5,000 (50% IS).

98. Conversion Lag

• Description: Time between click and conversion.

• Example: 40% convert within a day, 60% within a week.

99. First Click Conversions

• Description: Conversions credited to the first ad click in the path.

• Example: 8 conversions credited to the first click on a certain keyword.

100. Data-Driven Attribution Conversions

• Description: Conversions tracked via Google’s data-driven model (multi-touch).

• Example: 30 conversions total, with partial credit assigned to multiple touchpoints.