Metric Name Description

Cost / conv.

The cost of ad interactions divided by conversions.

Cost / conv. (Included Conversion Actions)

The cost of ad interactions divided by conversions. This only includes conversion actions.

CTR

The number of clicks your ad receives (Clicks) divided by the number of times your ad is shown (Impressions).

Avg. CPC

The total cost of all clicks divided by the total number of clicks received.

Conv. value/cost

The value of all conversions divided by the total cost of ad interactions (such as clicks for text ads or views for video ads).

Avg. CPV

The average amount you pay each time someone views your ad. The average CPV is defined by the total cost of all ad views divided by the number of views.

Avg. CPM

Average cost-per-thousand impressions (CPM).

Impressions

Count of how often your ad has appeared on a search results page or website on the Google Network.

Conversions

The number of conversions.

Conversions (Included Conversion Actions)

The number of conversions. This only includes conversion actions.

Cost

The sum of your cost-per-click (CPC) and cost-per-thousand impressions (CPM) costs during this period.

Clicks

The number of clicks.

All Conv. Value

The total number of conversions. This includes all conversions.

View-through conv.

The total number of view-through conversions. These happen when a customer sees an image or rich media ad, then later completes a conversion on your site without interacting with (e.g., clicking on) another ad.