Important Google Ads Metrics You Should Be Tracking

Important Google Ads Metrics You Should Be Tracking

Google ads metrics can help you track the progress of your campaigns and analyse how your audience interact with your ads.

By: Akshata Shirsath | 4 mins read
Published: Aug 19, 2020 3:19:59 PM | Updated: Jul 10, 2024 12:46:57 PM


Every marketing and advertising campaign needs to be measured. When you launch a campaign, you need to determine whether it was successful or not. Another important aspect is to analyze user behavior by looking at how your target audience is engaging with your campaign. This is true for your Google Ads campaigns as well. Once your ads are active you need to keep track of the progress regularly. All the data about your ads are available on Google Ads which will make it easy for you to get all the analysis reports you need. You can compare data from various periods that you wish to analyze.

Even though all the data is readily available on Google Ads, sometimes making sense of it can seem intimidating, especially if you are new to it. In this article, we will go through all the important metrics that you can track. These metrics can help you with your Google Ads analysis. Once you start tracking these metrics you will be comfortable managing and analyzing all the data in your Google ads campaigns.

The following are some important Google Ads metrics that you need to be aware of.


Clicks and Impressions

Impressions are counted each time your ad is shown on Google Search, Gmail, Google Maps, YouTube, or on Google Partner Website. They determine how often your ads are shared with your potential customers. Impressions help you build brand awareness and share your products or services with the audience. Clicks are counted when a person clicks on your ad. A click is counted even if the person is unable to reach your website due to any errors. You can compare the number of clicks you received from paid ads with website traffic to see the difference.

With Impressions, you can determine the relevancy and quality of your ads. You can increase your impressions by increasing your bids or improving the quality of your ads. Clicks can give you an insight into how your ad is appealing to your audience. Relevant ads end up getting more clicks. You can keep a track of these two metrics regularly to see if your ads need any improvement.

Click-Through Rate

Click-Through Rate or CTR is a ratio that shows how often people who saw your ad clicked on it. With CTR you can determine how well your keywords and ads are performing. CTR can be calculated by dividing the number of clicks the ad got by the number of impressions. You can see the CTR of each ad and keyword in your account. A high CTR indicates that the audience is finding your ads relevant and helpful.

CTR can be used to determine which ads and keywords are working or if they need to be improved. When your keywords and ads align with each other and your business more users are likely to click on your ad after searching for the specific keywords. A low CTR can also mean that the keywords you chose have a low search volume. In this case, look at the various keyword recommendations that Google Ads provide or do more research on keywords and choose those with a slightly higher search volume.


Cost is the total amount spent on your campaigns for a certain period. In your Google Ads account, you can see the total cost in the Overview section. You can also look at the cost for each campaign as well as your daily spend.

Average Cost-Per-Click

Average Cost-Per-Click or CPC is the average amount you are charged for a click on your ad. The Avg CPC is calculated by dividing the total cost of your clicks by the total number of clicks. Avg CPC is based on your actual CPC. It is also different from Maximum Cost-Per-Click, which is the highest amount you are willing to pay for a click.

Actual Cost-Per-Click

Actual Cost-Per-Click or CPC is the final amount you are charged for a click on your ad. You will always be charged much less than your max CPC. In the Google Ads auction you will only pay a minimum amount required to beat the competitor below you. CPC is important because it determines the success of your ad campaigns and how much it will cost you.

As an advertiser you will always aim to pay a low CPC for each click and be efficient with your budget. A high CPC will cost you a lot of money. The way to reduce CPC is by increasing your CTR and Quality Score. A Quality Score of 6 or higher can help you reduce your CPC. If your keywords are relevant to your ad text and landing page your Quality score and CTR will be affected positively.

Quality Score

Quality score gives you an indication about the quality of your ads. The Quality Score is determined on a scale of 1 to 10. This score is reported for each keyword which is an estimate of the quality of your ads and landing pages triggered by the keyword. The three factors which determine the Quality Score are expected clickthrough rate, ad relevance and landing page experience. High Quality Score means that your ads and landing page are relevant and helpful for those looking at your ad.

Quality Score is an important metric that shows you if your keywords are relevant to your ads. Sometimes same keywords can have different Quality Score in different campaigns. Since the keywords depend on expected clickthrough rate, ad relevance and landing page experience, these factors can vary in different ad groups.

Not getting the desired results from your Google Ads? Learn more about How To Get Maximum Results With Google Ads Optimization.


Conversion is counted when someone takes a particular action after interacting with your ads. For example, these actions can include filling out a certain form, Phoneclicks, purchases etc. You can determine which actions you want your users to take. You can measure conversions with conversion tracking. This is an important metric as it shows you how many qualified leads you have gained through your Google Ads.

Cost per Conversion

Cost per conversion shows an average cost for each of your conversions. It is calculated by dividing the total cost by the number of your conversions. You can monitor this metric to look at how much you are spending and aim to lower it by improving your keywords and overall ad quality. This is one of the areas which can tell you if your ads need optimization.

Conversion Rate

Conversion rate shows how often an ad click or other interaction leads to conversions. It is calculated by dividing conversions by the total interactions. Conversion rate can help you assess if your Google Ads is getting you more business. If you are getting a lot of traffic but people are not buying or signing up, it could mean that you can improve your campaigns. Refine your keywords and ads to help your target customers find what they are looking for. Improve your landing page by making it easier to navigate and more interactive.

Google Ads metrics allows you to monitor and analyze the success of your ad campaigns. These metrics will show you which areas need improvement and optimization. Keep a track of all these metrics in your regular reporting. If any areas need to be changed you can experiment and see what works best for your business. Measuring your Google ads metrics is the key to making your campaigns successful.

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