Google Ads Report Metrics

Google Ads Keyword Report

Opportunities

The number of opportunities that clicked a search ad associated with the keyword.

Opportunity Value

The potential value of the opportunities that clicked a search ad associated with the keyword.

Prospects

The number of prospects that clicked a search ad associated with the keyword. This metric includes multiple clicks from a single prospect and doesn’t require that the interaction is the prospect’s first touch.

Revenue

The amount of money won from deals of opportunities that search the keyword.

Unique Clicks

The number of individual visitors that clicked a search ad associated with the keyword.

Paid Search Campaigns

Ad Network

The network used to deliver your ads.

Click Type

A label for different methods of interacting with a search ad.

Clicks

The number of times an ad was clicked. This metric isn’t retroactive. It shows only the clicks logged after the Google Ads connector was set up.

Conversions

The number of times a visitor or prospect took a conversion action based on the criteria you set when you created your search ad. Conversion actions include purchases, signups, file downloads, and other business activities.

Cost

The amount of money spent on the campaign. It’s calculated by number of clicks times cost per click.

Cost per Click (CPC)

The amount of money Google charges each time a visitor clicks your search ad.

Cost per Opportunity (CPO)

The amount of money used to acquire a new opportunity. This metric is determined by dividing the number of opportunities by cost for a Google Ads campaign.

Device

The type of computer a visitor used to view your search ad.

Impressions

The number of times your search ad was served on a search results or partner page.

Return on Investment (ROI)

A percentage that represents profits from a specific campaign. ROI is determined as revenue minus ad cost, divided by ad cost.

Revenue

The total amount of money acquired from search ads. This metric counts unique won opportunities and their values.

Status

The current state of your campaign keywords. Refresh the page to get the most recent value.

Unique Opportunities

The number of opportunities associated with the prospects that clicked your search ad.

Unique Prospects

The number of prospects that clicked a search ad associated with the keyword. This metric includes existing prospects and new prospects that converted through this interaction.

Ad Clicks

The Ad Clicks table appears after you click a keyword in the Google Ads Keywords table.

Ad Headline

The text of the headline used in the search ad.

Clicked At

The date and time the prospect clicked the search ad.

Device

The type of computer the prospect used when the search ad was clicked: mobile, tablet, or laptop or desktop.

Match Type

How closely a search keyword reflects a keyword associated with your search ad: broadly, exactly, or by phrase.

Network

Where the search ad appeared when the prospect clicked it: display network, Google search, or a search partner.

Prospect

The email address of the prospect who clicked a search ad associated with the keyword.

Paid Search Ads

Ad Headline

The text of the headline used in the search ad.

First Click

The date and time the search ad was clicked for the first time.

Group

The name of the associated ad group in Google Ads.

Last Click

The date and time the search ad was most recently clicked.

Prospect

The number of prospects that have clicked a search ad.

Unique Clicks

The number of individual visitors that clicked a search ad.