Resources
Metrics
Read the numbers behind the performance change.
Core metrics
| Metric | What it means |
|---|---|
| Spend | Google Ads cost for the selected scope and dates. |
| Clicks / impressions | Clicks on ads and times ads were shown. |
| CTR | Clicks divided by impressions. |
| CPC | Spend divided by clicks. |
| Conversions | The conversions included in the selected conversion source. |
| CPA | Spend divided by conversions. |
| Conversion value | The value recorded for the selected conversions. |
| ROAS | Conversion value divided by spend. |
| Conversion rate | Conversions relative to the eligible interactions for that measure. Check the source definition when comparing different campaign types. |
Totals and ratios
Account CPA is total spend divided by total conversions. It is not the average of campaign CPAs. The same principle applies to ROAS and other ratio metrics: use the underlying totals for the selected scope.
When the denominator is zero or missing, a meaningful ratio may not be available.
Value is not always revenue
Conversion value may represent sales revenue, assigned lead values, or another value defined in Google Ads. ROAS is only as meaningful as those values, and it is not a profit measure.
Match the reporting basis
Keep the account, currency, timezone, scope, and conversion source aligned when checking Adnertia against another report. See Dates and comparisons.