Glossary - PPC Measurement and Analytics

Ad budget spent on clicks that have no realistic chance of converting — a common problem in PPC campaigns without regular optimisation.

The process of measuring specific actions taken on your website after someone clicks a Google Ad — the foundation of all meaningful PPC measurement.

The percentage of eligible impressions your ads actually received — a measure of how much of the available market you are reaching.

The percentage of people who click your ad after seeing it — a measure of ad relevance and a key input into Quality Score.

The revenue you generate for every pound spent on ads — a key measure of PPC campaign profitability.

An action taken by a user that you have defined as valuable — such as a form submission, phone call, or purchase — tracked in Google Ads.

How Google Ads assigns conversion credit across the touchpoints in a customer's journey before they converted.

The total amount spent to generate a single conversion — the most important measure of PPC efficiency for lead generation campaigns.

The percentage of ad clicks that result in a conversion — a measure of how well your landing page turns visitors into leads or customers.