Reporting · 1 min read
Google Ads Reporting Metrics
Google Ads reporting shows how your search ads perform, from first click to sale. Connect your Google Ads account to see it under Reporting > Google Ads.
Metrics
- Impressions: how many times your ads were shown.
- Clicks: how many times people clicked an ad.
- Conversions: tracked actions, such as form fills, calls, or bookings.
- Spend: what you spent in the date range.
- Average CPC: spend ÷ clicks.
- Cost per conversion (CPA): spend ÷ conversions.
- Conversion rate: conversions ÷ clicks.
- Leads: new contacts from your ads.
- CPL (cost per lead): spend ÷ leads.
- Sales: won deals or payments from ad leads.
- CPS (cost per sale): spend ÷ sales.
- Revenue: money from those sales.
- ROI: revenue compared with spend.
Use the report
- Set the date range and compare campaigns, ad groups, and keywords.
- Pause keywords with high spend and no leads.
- Focus on cost per sale and ROI, not just clicks.
If numbers look off, see "Troubleshoot Google Ads Reporting."