Google Ads Key Metrics

Created by Thandava S, Modified on Mon, 3 Nov at 12:54 PM by Thandava S

When reviewing Our Google Ads reports, you’ll often see key terms like Clicks, Impressions, CTR, and Conversions. These metrics help measure how your ads are performing from how often they’re shown to how effectively they drive actions such as calls or form submissions.

Below is a simple guide explaining what each of these metrics means and how they relate to your campaign’s performance.

1. Impressions
The number of times your ad was shown to users. Each time your ad appears on Google’s search results or partner sites, it counts as one impression.

Example: If your ad appears 100 times on Google Search, that’s 100 impressions.

2. Clicks
The number of times users actually clicked on your ad. This shows how many people took an interest and wanted to learn more by visiting your website or contacting you.

Example: If 10 people click your ad after seeing it 100 times, that’s 10 clicks.

3. CTR (Click-Through Rate)
The percentage of people who clicked your ad after seeing it. It’s calculated as:
CTR = (Clicks ÷ Impressions) × 100
A higher CTR means your ad is relevant and engaging to users.

Example: 10 clicks from 100 impressions = 10% CTR.

4. CPC (Cost Per Click)
The average amount you pay each time someone clicks your ad.

Example: If you spent £50 and got 20 clicks, your CPC is £2.50.

5. Conversions
The number of actions users took after clicking your ad — such as filling out a form, calling your business, or making a purchase.

Example: If 5 people submitted a form after clicking, that’s 5 conversions.

6. Conversion Rate
The percentage of people who completed a desired action after clicking your ad.
Conversion Rate = (Conversions ÷ Clicks) × 100

Example: 5 conversions from 20 clicks = 25% conversion rate.

7. Cost / Lead (or Cost per Conversion)
The average cost you pay for each conversion.
Cost / Lead = Total Spend ÷ Number of Conversions

Example: £200 spend for 20 conversions = £10 cost per lead.

8. Total Cost (Spend)
The total amount spent on your Google Ads during a set period (e.g., a month).

Example: If your daily budget is £15 and you ran ads for 20 days, total cost = £300.

9. Search Impression Share
The percentage of times your ad was shown compared to how often it could have been shown based on targeting and budget.

Example: If your ads were eligible to show 1,000 times but only showed 700 times, your impression share is 70%.

10. Top of Page Rate / Absolute Top of Page Rate

Top of Page Rate: How often your ad appears anywhere in the top section of Google search results.
Absolute Top of Page Rate: How often your ad appears in the very first position above all other results.

11. Quality Score
A rating (1–10) given by Google that measures how relevant and high-quality your ads, keywords, and landing pages are.

A higher Quality Score can help lower your cost per click and improve your ad ranking.

12. Average Position (or Ad Rank)
This metric is used to show where your ad appeared on the search results page (e.g., 1st, 2nd, 3rd). Although Google now focuses more on Top of Page Rate and Impression Share, it’s still helpful to understand that Ad Rank is determined by your bid amount and Quality Score combined.