Metrics' Glossary

Avg CPC (Average Cost Per Click)

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


Avg Pos (Average Position)

How an ad typically ranks against other ads. This position will determine in which order ads appear on the page


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.


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 resulting 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 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.


Conv Value / Cost (Conversion Value / Cost)

The ratio of the value associated with conversions divided by the cost to get those conversions. The value data is usually sent to AdWords 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 AdWords, 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 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 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 cost. It's the total cost divided by estimated total conversions.


Cost

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


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 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


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 results 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 AdWords. 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 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 the 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 AdWords) by the cost for ads.


Target ROAS (Target Return On Ad Spend): 

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


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 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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