Understand Google Ad Reporting Terms

Activity metrics

• Impressions, Clicks, Conversions (meaningful actions like a form submission or booking).

Cost metrics

• Ad spend, Average CPC, CPA (cost per acquisition), CPL (cost per lead), CPS (cost per sale).

Performance metrics

• Conversion rate, ROI, Revenue (value of won opportunities tracing back to ad spend), Sales vs. leads.

Why the terminology matters

Judging by clicks alone misses whether a campaign is actually worth the spend.