Any time your ad is shown on a search result page via Google or the Google Network, this counts as one “impression” in Google Ads.Essentially, it’s the number of times your ad is “seen,” although this is a term that should be used loosely—just because your ad is shown on a search result page, it doesn’t mean that the user actually saw it.


“Cost” in Google Ads is an overall metric tells you how much money you’ve spent on your ad campaign so far.“Cost is something that is nice to have in a graphical interface, so we use the Daily Line Graph Datablock. We also track and view cost data in the account, campaign, ad group, and keyword blocks, as well as to calculate cost-per-acquisition (CPA).”


“Clicks” in Google Ads are recorded any time someone clicks on any blue, linked text in your ad.It’s important to note that if someone clicks your ad and is unable to reach your website (404 error, wifi issues, etc.) their engagement will still be logged as a click.

Average Cost-Per-Click (CPC)

“Average CPC” in Google Ads is the average that you’ve been charged for clicks on your ad campaign.Your average CPC is calculated by dividing the cost of your clicks (or the amount you’ve spent on the campaign thus far) by the total number of clicks.


“Conversions” in Google Ads are counted whenever a user clicks your ad and then takes an action that you’ve defined as important (i.e. a visit to a specific web page, a signup, etc.)

Impressions by Campaign

“Impressions by campaign” in Google Ads is the total number of impressions segmented by each campaign you have running.This might be helpful to look at in order to determine which subjects and keywords have the volume and ad inventory necessary for you to generate results.

CTR by Ad Groups

An ad group in Google Ads is a group of ads that are targeting a shared set of keywords. “CTR by ad group” is simply the click-through-rate of each of your ad groups.

Cost Per Conversion

“Cost per conversion” in Google Ads is the average you’ve been charged for a conversion from your ad campaign. It’s calculated by dividing the total cost of conversions by the total number of conversions.Remember, conversions are activities that you set in your Google Ads campaign that note important business activities, such as purchases, signups, etc.


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