Overview of AdWords Metrics

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Overview of AdWords Metrics

Overview of AdWords Metrics

Parameter Definition
Visits Number of visits your Web site received from AdWords campaigns only. Signifies how much traffic your ads were able to generate.
Impressions The number of times your search ad(s) was displayed.
Clicks The number of clicks on your search ad(s) during the time period selected by you.
Cost The total amount you paid to Google for clicks that you received on your AdWords ads.
CTR Click-through rate shows the percentage of impressions that resulted in a click [(Clicks/Impressions)*100].
CPC Cost-per-click (CPC) is the average cost you paid for each click on your AdWords ads.
RPC Revenue-per-click is the average revenue obtained from e-commerce sales and/or goal values you received for each click on one of your AdWords ads.
ROI Return on investment is calculated as follows: (e-commerce revenue + Total Goal Value - Cost)/Cost.
Margin Margin is calculated as follows: (e-commerce revenue + Total Goal Value - Cost)/Revenue.

The above metrics will help you to answer the following questions:

  1. How visible and compelling your AdWords ads are to online searchers.
  2. How do the people referred from your AdWords Campaigns compare to the "average" visitor to your site coming from non AdWords sources.
  3. Whether your AdWords campaigns are optimized to bring high-quality traffic with high engagement.