Glossary of campaign metrics and data

This brings together everything the dashboard shows at the campaign and ad-group level: core metrics, breakdowns and type-specific data.

Volume

• Spend — amount spent over the period
• Impressions — how many times the ad was shown
• Clicks — clicks on the ad
• Conversions — target actions (if conversion tracking is set up)
• Conversion value — total revenue from conversions

Derived

• CTR = clicks ÷ impressions
• CPC — average cost per click; CPM — cost per 1,000 impressions
• CPA — cost per conversion; CR — conversions ÷ clicks
• ROAS = value ÷ spend (for example, 4× means four units of revenue per unit of spend); ROI = (value − spend) ÷ spend

Impression Share and lost share

• Impression Share — your impressions ÷ all the impressions you were eligible to receive
• Lost IS (budget) and Lost IS (rank) — the share of impressions missed due to a budget limit and due to Ad Rank
• Top of page / absolute top — the share of impressions at the top of the page and in the very first position
• Google reports these metrics only for Search and Shopping campaigns and hides them at low volume — then the value is empty

Breakdowns (donuts)

• By device, network, country, gender and age
• Gender and age arrive only for channels with audience targeting
• If an account has 0 conversions, switch the donut metric to "spend" — otherwise the breakdown shows 0%

Per-campaign-type data

The dashboard detects the campaign type automatically, shows the data specific to it, and hides the irrelevant tabs:

• Search — keywords and Quality Score (a 1–10 quality rating), match types, search terms
• Performance Max — asset groups with Ad Strength and asset counters, listing groups, placements
• Video — view metrics: view rate, cost per view (CPV), quartile retention (25/50/75/100%), post-view conversions

Ad previews

At the ad-group level, each card opens an ad preview — headlines and descriptions with pin markers, images, Ad Strength and review status. Text and images arrive when the "Ad text" and "Creatives" toggles are on.