Google Ad Reporting Terms

1. Impressions: how many times your ad was shown on Google search results or partner sites.
2. Clicks: how many times people clicked your ad.
3. CTR (click-through rate): clicks ÷ impressions. Shows how relevant your ad is to searchers.
4. Average CPC: average amount you paid per click.
5. Cost: total spend in the period.
6. Conversions: valuable actions, such as leads or purchases, credited to your ads.
7. Conversion rate: conversions ÷ clicks.
8. Cost per conversion: cost ÷ conversions.
9. Conversion value: total value of conversions, if you assign values.
10. Impression share: the share of eligible searches where your ad actually showed.
11. Average position or top impression rate: how often your ad showed at the top of results.

Tips

• Low CTR: improve your headlines or tighten keywords.
• Low impression share: raise budget or bids, or improve ad relevance.