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Understanding Google Ad Reporting Terminology in Stack

Google Ad Reporting in Stack offers live insights and analysis for your digital ad campaigns, helping you understand performance and enhance ROI. This guide covers essential terms and metrics you'll encounter in your ad reports.

Key Metrics Covered​

  1. Impressions
  2. Clicks
  3. Conversions
  4. Average CPC (Cost per Click)
  5. Cost Per Conversion (CPA)
  6. Conversion Rate
  7. Revenue
  8. ROI
  9. Sales
  10. CPS (Cost per Sales)
  11. Leads
  12. CPL (Cost per Lead)

Impressions​

An impression represents the number of times your ad is displayed on a search results page or across the Google network.

Clicks​

A click occurs when someone interacts with your ad, such as clicking the blue headline or phone number in a text ad. Each interaction is counted as a click.

Conversions​

A conversion happens when a user interacts with your website and completes a valuable action, like viewing a specific page, downloading an eBook, or signing up for a newsletter. The aim is to turn visitors into customers.

Average CPC (Cost per Click)​

CPC is the average cost paid for each click on your ad. Factors affecting CPC include:

  • Advertiser’s budget
  • Number of impressions
  • Location and time of day
  • Type of content

Cost Per Conversion (CPA)​

CPA, or Cost per Acquisition, measures the average cost of acquiring a new customer. Calculate it by dividing the total ad cost by the total number of conversions.

Conversion Rate​

Conversion rate is determined by dividing the number of conversions by the total ad interactions tracked to a conversion in the same period. For example, 50 conversions from 1,000 interactions result in a 5% conversion rate.

Revenue​

Revenue is calculated when an opportunity is marked as won, adding a monetary lead value. This value is the sum of all opportunities marked as won for a specific Google ad campaign. Use numerical integers only, as the currency symbol is pre-set.

ROI​

Return On Investment (ROI) measures the ratio between the costs of an advertising campaign and the revenues generated. ROI can be calculated for individual ads or the entire campaign.

Sales​

Sales refer to leads or opportunities that have been marked as won.

CPS (Cost per Sales)​

CPS is calculated by dividing the cost of running a specific campaign by the number of opportunities marked as won.

Leads​

Leads are opportunities recorded as open through form submissions, chat widget responses, or phone calls.

CPL (Cost per Lead)​

CPL is determined by dividing the cost of running a specific campaign by the number of open-stage opportunities.

By understanding these metrics, you'll be better equipped to analyze and optimize your Google ad campaigns in Stack.