Google Ads metrics and dimensions

 

Metric Name Description Calculations (if applicable)
All Conversions Rate The total number of conversions divided by the total interactions that can lead to conversions. Because you might receive more than one conversion per interaction, this conversion rate may be over 100%. Total conversions / Total interactions
All Conversions Value The total value of all of your conversions that Google Ads measures across all conversion actions.   
All Conversions Value / Click The total value of all of your conversions divided by the total number of clicks. All Conversions Value / Click
All Conversions The total number of conversions that Google Ads measures across all conversion actions. *These results will also include Custom Columns*  
Average Conversion Value The total value of your conversions, across those conversion actions you've chosen to include, is divided by the total number of conversions. Total value conversions / Total conversions
Avg. Conversion Value (All Conv.) The total value of all of your conversions that Google Ads measures across all conversion actions are divided by the total number of conversions that AdWords drives (including website, cross-device, and phone call conversions). Google Ads total conversion value / Adwords conversions
Average Cost per View (CPV) The total cost of all your ad views is divided by the total number of views. Total cost / Views
Clicks The total number of times users have clicked on your ad.  
Click-Through-Rate (CTR) The total number of ad clicks is divided by the number of ad impressions. Total clicks / Impressions
Cost The total cost of your ads.  
Conversions The total number of conversions, across those conversion actions you've chosen to include.  
Conversion Rate The total number of conversions is divided by the total interactions that can lead to conversions. This only includes conversion actions that you've chosen to include. Total conversions / Total interactions
Conversion Value The total value of conversions, across those conversion actions you've chosen to include.  
Conversion Value / Click The total value of your conversions, across those conversion actions you've chosen to include, is divided by the total number of clicks. Conversion Value / Click
Cost Per Click (CPC) The total cost of your ad is divided by the total number of clicks. Total cost / Total clicks
Cost / Conversions The total cost of your ads is divided by the conversion actions you've chosen to include. Cost / Conversions
Cost / All Conversions The total cost divided by all conversions Cost / All conversions
Cost Per Thousand Impressions (CPM) The average cost of 1,000 impressions.  
Cross-Device Conversions The number of times someone clicked on your ad and then completed a conversion on another device, browser, or app.  
Daily Budget The average amount you would like to spend each day over the course of a month.  
Display Lost IS (budget) The estimated percentage of impressions your ads didn't receive on the Display Network due to insufficient budget. This data is available at the campaign level only.  
Display Impression Share Your ads' impressions on the Display Network are divided by the estimated number of impressions they were eligible to receive. Ad impressions / Estimated impressions
Effective Revenue Share (ERS) for Conv. The total cost of your ads is divided by the value of the conversion actions that you've chosen to include. Total cost / Conversions
Effective Revenue Share (ERS) for All Conv. The total cost of your ads is divided by the value of all your conversions that Google Ads measures across all conversion actions. Total cost / All conversions
First Page CPC The estimate of the CPC bid is required in order to show your ad on the first page of the search results. This number is usually shown in micros, but it may be prefixed with "auto: " or may simply be the string "auto" if automatic bidding is used.  
Gmail Clicks to Website  The number of clicks on the expanded state of your Gmail ads leads to your landing page. *Important: this metric is not compatible with the dimension placement URL  
Impressions The total number of ad campaign impressions  
Impressions (Absolute Top) % The percentage of your impressions that are shown as the very first ad above the organic search results  
Impressions (Top) % The percentage of your impressions that are shown anywhere above the organic search results  
Phone Calls The total number of offline phone calls.  
Phone Impressions The number of times either your ad showed your phone number or your number was shown on your website  
Phone-Through Rate (PTR) The total number of phone calls received (phone calls) divided by the number of times your phone number was shown (phone impressions) Total phone calls / Phone number views 
Quality Score The estimate of how relevant your ads, keywords, and landing pages are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.  
Remarketing List Size The total number of people on your remarketing list that could be reached.  
Return on Ad Spend (ROAS in $) for Conv. The total transaction revenue for the conversion actions you've chosen to include is divided by the cost. This is shown as a dollar amount. Total revenue / Cost (in $)
Return on Ad Spend (ROAS in %) for Conv. The total transaction revenue for the conversion actions you've chosen to include is divided by the cost. This is shown as a percentage. Total revenue / Cost (in %)
Return on Ad Spend (ROAS in $) for All Conv. The total transaction revenue for all your conversions that Google Ads measures across all conversion actions are divided by the cost. This is shown as a dollar amount. Total conversion revenue / Cost (in $)
Return on Ad Spend (ROAS in %) for All Conv. The total transaction revenue for all your conversions that Google Ads measures across all conversion actions are divided by the cost. This is shown as a percentage. Total conversion revenue / Cost (in %)
Return on Investment (ROI) for Conv. The total value of all the conversion actions you've chosen to include, minus the cost. This total is then divided by the cost. Total conversion value / Cost
Return on Investment (ROI) for All Conv. The total value of all your conversions that Google Ads measures across all conversion actions, minus the cost. This total is then divided by the cost. Total conversion value - Cost
Search Lost IS (budget) The estimated percentage of impressions your ads didn't receive on the Search Network due to insufficient budget.  
Search Impression Share Your ads' impressions on the Search Network are divided by the estimated number of impressions they were eligible to receive. Impressions / Estimated impression received
Search Lost IS (rank) The estimated percentage of impressions your ads didn't receive on the Search Network due to poor Ad Rank.  
Top of Page (CPC) The estimate of the CPC bid is required in order to show your ad on the top of the first page of search results.  
Viewable Impressions The number of times your ad was deemed viewable. An ad is viewable when at least 50% of its area is visible for either 1 second for Display Network ads or 2 seconds for Video Ads.  
Views The total number of times users have viewed your video ads.  
View rate The number of views your TrueView video ad received is divided by its number of impressions (including thumbnail impressions for TrueView in-display ads). TrueView video views / Impressions
Video played to 25% The percentage of impressions where the viewer watched is 25% of your video ad.  
Video played to 50% The percentage of impressions where the viewer watched is 50% of your video ad.  
Video played to 75% The percentage of impressions where the viewer watched is 75% of your video ad.  
Video played to 100% The percentage of impressions where the viewer watched your entire video ad.  
View-through Conv. The total number of view-through conversions. These occur when a user sees your ad, then later completes a conversion on your site without interacting with (e.g. clicking on) another ad.  

 

Dimension Name Description
Ad Group The name of the Ad Group.
Ad Group Status The status of the Ad Group.
Ad Network The network (Content Search, Search Partners, etc.) is used to deliver the Ads.
Age Range The user's age range.
Description The descriptive text of an expanded text ad or responsive display ad.
Campaign The name of the Campaign.
Campaign Status The status of the Campaign.
City The city in which the sessions originated.
Click Type The component or property of an Ad, such as the headline or offer that users can click.
Country The country in which the session originated.
Customer Name The descriptive name of the user's account.
Device The type of device on which there was an ad impression.
Display Ad with Image The Ad itself, as well as its image.
Display Keyword The display keyword used for the Ad.
Gender The users' gender.
Headline The Ad headline for a text Ad.
Keyword The keyword targeted for the Search Campaign Ad.
Keywords without Match Type The aggregation of all versions of a keyword regardless of match type.
Keyword Status The status of the Keyword.
Label The label used in the account.
Metro Area The metro area in which the session originated
Offer ID The item ID of the product.
Placement URL The URL of the site on which the Ad is displayed.
Product Title* The title of the product.
Product Type 1 The name of the product type level 1
Product Type 2 The name of the product type level 2
Product Type 3 The name of the product type level 3
Product Type 4 The name of the product type level 4
Product Type 5 The name of the product type level 5
Region The region in which the session originated.
Search Term

The search term used that triggered your Ad.

 

 

If you would like to request more metrics and dimensions, please reach out to our Support Team. 

 



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Google Ads notes/limitations