What metrics are tracked in AdWords Metrics?

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Although there are several different sections of AdWords Metrics, those sections largely report on the same 15 metrics, providing that data in different formats and contexts for each section. These metrics are available throughout the majority of AdWords and AdWords reporting:

  • Impressions: Each time someone searches Google or the Google Network and your AdWords ad displays, it is counted as one impression.
  • Clicks: A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, leading them to your landing page.
  • CTR: Click-through rate (CTR) is the number of clicks your ad received divided by the number of times your ad was shown (impressions). Your ads and keywords have their own CTRs, unique to your campaign performance.
  • Cost: The total advertising costs that were charged for a given date range.
  • Average CPC: The average amount that you've been charged for a click on your ad. Average cost-per-click (CPC) is calculated by dividing the total cost of your clicks by the total number of clicks.
  • Average CPM: The average cost per thousand impressions (CPM), based on your total cost and impressions.
  • Avg. Position: This metric only appears in the table below the metrics. Average Position indicates the average place that your ad appeared in the listings when displayed on Google and in the Google Network.
  • Conversions: Number of times an ad click converted on your site. A conversion could be a sale, a newsletter sign up or some other action taken by the user.
  • Conversion Rate: Your conversion rate is calculated by taking the number of conversions and dividing that by the number of ad clicks you received during the same time period.
  • Conversion Value: Sum of all conversion values associated with this particular campaign, ad group, keyword or ad.
  • Value/Conversion: Your Conversion Value divided by the amount of conversions that were successfully accomplished.
  • View Through Conversion: View-through Conversions occur only from image or rich media ads. This occurs when a user sees your ad, doesn't necessarily click on it, and later completes a conversion.
  • One-Per-Click: Depending on the way that you've set up your AdWords conversion tracking, you may have data for one-per-click or for many-per-click. One-per-click counts conversions for every AdWords click resulting in a single conversion within 30 days of that click. Multiple conversions from the same click will not be counted. This applies to Conversions, Conversion Rate and Value/Conversion.
  • Many-Per-Click: Many-per-click counts conversions for every AdWords click resulting in a conversion within 30 days of that click. Multiple conversions from the same click are counted in this method. This applies to Conversions, Conversion Rate and Value/Conversion.
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