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KPI Management | Microsoft Ads

Data Source Metrics

Metric Name Description

Cost / conv.

The cost per conversion. The formula for calculating the cost per conversion is (Spend / Conversions).

CTR

The click-through rate (CTR) is the number of times an ad was clicked, divided by the number of times the ad was shown (impressions).

Avg. CPC

The average cost per click (CPC). The total cost of all clicks on an ad divided by the number of clicks. This is the average amount you're actually charged each time your ad is clicked.

Conv. value / cost

Avg. CPM

The total advertising cost divided by the number of impressions (in thousands).

Return On Ad Spend

The return on ad spend (ROAS).

Revenue Per Conversion

The revenue per conversion.

Conversion Rate

The conversion rate as a percentage. The number of conversions, divided by the total number of clicks.

Cost Per Assist

The cost per assist. The formula for calculating the cost per assist is (Spend / Assists).

Low Quality Clicks Percent

The low-quality clicks as a percentage.

Low Quality Impressions Percent

The low-quality impressions as a percentage.

Phone-through Rate

The phone-through rate (Ptr).

Assists

The number of conversions from other ads within the same account that were preceded by one or more clicks from this ad.

Audience Impression Lost to Budget Percent

The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.

Audience Impression Lost to Rank Percent

The percentage of impression share you lost due to low rank on the Microsoft Audience Network.

Audience Impression Share Percent

The percentage of impression share you lost due to insufficient budget on the Microsoft Audience Network.

Click Share Percent

The percentage of clicks that went to your ads. It is the share of the prospective customer's mindshare and buying intent you captured. You can use this performance metric to see where your growth opportunites are.

Impressions

The number of times an ad has been displayed on search results pages. Without impressions there are no clicks or conversions.

Conversions

The number of conversions.

Spend

The cost per click (CPC) summed for each click.

Clicks

Clicks Clicks are what you pay for. Clicks typically include a customer clicking an ad on a search results page or on a website on the search network.

All Conv. Value

The number of conversions.

View-through conv.

View-through conversions are conversions that people make after they have seen your ad, even though they did not click the ad.

Absolute Top Impression Rate Percent

How often your ad was in the first position of all results, as a percentage of your total impressions.

Absolute Top Impression Share Lost to Budget Percent

The estimated percentage of how often your ad missed showing in the very top ad position, above search results, due to insufficient budget.

Absolute Top Impression Share Lost to Rank Percent

The estimated percentage of how often poor ad rank kept your ad from showing in the first ad position at the top of search results.

Absolute Top Impression Share Percent

The number of times your ad is shown in the top position as a percentage of the total available impressions in the market you were targeting.

Ad Relevance

How closely related your ads is to the customer's search query or other input. It tells you how relevant your ad and landing page are to potential customers.

Exact Match Impression Share Percent

The estimated percentage of impressions that your account received for searches that exactly matched your keyword, out of the total available exact match impressions you were eligible to receive.

Expected Ctr

How well your keyword competes against other keywords targeting the same traffic. Ads that are relevant to searchers' queries or other input are more likely to have a higher click-through rate. This metric tells you if a keyword is underperforming and causing a loss in impression share, so you can make keyword changes or remove ads altogether.

Impression Lost to Budget Percent

The estimated percentage of impressions your ad did not receive due to issues with your daily or monthly budget.

Impression Lost to Rank Agg Percent

The estimated percentage of impressions your ad did not receive due to issues with your ad ranking.

Impression Share Percent

The estimated percentage of impressions, out of the total available impressions in the market you were targeting.

Landing Page Experience

An aggregate quality assessment of all landing pages on your site. The landing page experience score measures whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.

Low Quality Clicks

Clicks that exhibit a low likelihood of commercial intent. You are not billed for these clicks.

Low Quality Conversions

The number of conversions that originate from low-quality clicks.

Low Quality General Clicks

Clicks that are filtered by general methods, such as deny lists and activity-based detection, and that exhibit a low likelihood of commercial intent. You are not billed for these clicks.

Low Quality Impressions

The number of impressions that result from low-quality keyword searches.

Low Quality Sophisticated Clicks

Invalid clicks that use sophisticated means to appear valid. You are not billed for these clicks.

Phone Calls

The number of total calls to the tracked phone number that showed with your ad.

Phone Impressions

The number of times your tracked number was shown on all devices.

Quality Score

The numeric score shows you how competitive your ads are in the marketplace by measuring how relevant your keywords and landing pages are to customers' search terms.

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