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.

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