Metrics

Search impression share is the percentage of impressions your ads received on the Search network out of the total impressions you were eligible for. Lost impression share is attributed to budget or rank.

ROAS measures how much revenue you generate for every pound spent on advertising.

Revenue per click (RPC) is the revenue generated for each click received: total revenue divided by total clicks. It expresses how much each click is worth in revenue terms.

Quality Score is Google Ads' keyword-level rating from 1 to 10, based on expected CTR, ad relevance, and landing page experience. It influences your ad rank and effective CPC.

Organic clicks is the count of clicks your site receives from unpaid search results. It measures your free search traffic, distinct from paid clicks and from impressions.

In advertising, an impression is counted each time your ad or product listing is displayed to a user. Impressions measure the reach of your ads and Shopping listings.

CTR (click-through rate) is the definition of how often people click your ad or listing after seeing it. Formula: clicks divided by impressions, expressed as a percentage.

CPC is the average amount you pay each time someone clicks your ad.

CPA is the average advertising cost to generate one converting customer or order.

Conversion rate measures the percentage of clicks or sessions that result in a completed purchase.

Click share is the proportion of eligible clicks your ads actually received, as estimated by Google Ads. It shows how much available click volume you are capturing.

Blended ROAS is return on ad spend calculated across all paid channels combined. It shows your overall advertising efficiency rather than the performance of a single platform.

Average order value (AOV) means the mean value of a completed order: total revenue divided by number of orders. It determines how much you can afford to spend acquiring a customer.