Your Google Ads analytics features a wide variety of metrics you can track within the Analytics application. This guide will show you how you can add these metrics to the application and provide an explanation of each.
How to Customize Your Google Ads Analytics
Within the Analytics application, click on the Google Ads tab at the top of the page.
In the bottom half of the page, click on the Column Customization button on the far right.
The Manage Columns menu will now appear. You can use the left-side column to choose which metrics you want to appear in the table. Check the box to add a new column.
You can then rearrange the order of the table columns by dragging and dropping elements on the right side of the menu. You can also delete a column by clicking the X to the right.
When you’re satisfied with your columns, click Save.
Google Ads Terms and Metrics
Campaign - The name of the Google Ads campaign. This column is locked and cannot be changed or removed.
Date Last Edited - The last date that a user made changes to the campaign.
Budget - This is the charging limit for your campaign. It should be the average amount of money you’re willing to spend per day. This column is locked and cannot be changed or removed.
Start/End Date - The start and end dates for this campaign.
Status - This indicates whether the campaign is active, removed, or paused. This column is locked and cannot be changed or removed.
PTR - This stands for “Phone-through Rate.” This is the number of times you receive a phone call divided by the number of times your number is shown by an advertisement.
Phone Calls - This is the number of phone calls you received that can be attributed to an advertisement.
Phone Impressions - The number of times your phone numbers appeared in a Google Ads call extension or call-only advertisement.
Cost - This is the total amount you are paying for Google Ads. This column is locked and cannot be changed or removed.
Average Session Duration - This is the average amount of time a user spends on your website.
Display Impression Share - This is the number of impressions you receive on the Display Network divided by the number of impressions you are eligible to receive.
Display Lost Impression Share (Budget) - This is the percentage of time that Google Ads does not display your ads on the Display Network as a result of an insufficient budget.
Display Lost Impression Share (Rank) - This is the percentage of time that your ads do not get displayed on the Display Network as a result of poor Ad Rank.
Impressions (Abs Top) % - This stands for the Absolute Top Impression Rate. This is the number of impressions received in the absolute top location (the first ad above organic search results) divided by the total number of impressions received.
Impressions (Top) % - This is the percentage of ad impressions you get when an ad appears anywhere above organic search results.
Search Impression Share - This is the number of impressions your ad receives on the Search Network divided by the estimated number you were eligible to receive.
Search Lost IS (Budget) - The percentage of search ads that were not shown as a result of an insufficient budget.
Search Abs. Top IS - This stands for “Search Absolute Top Impression Share.” These are the impressions you receive in the very first ad spot above organic results divided by the number of impressions you were eligible to receive from the search.
Search Lost IS (Rank) - This is the percentage of time your ad didn’t appear in the Search Network because of poor ad rank.
Search Top IS - This is the number of impressions you receive anywhere above the organic search results compared to the estimated number you were eligible to receive.
Search Lost Top IS (Budget) - This is the percentage of time that your ads weren’t able to appear because your budget is too low.
All Conversion Rate - This is your conversion rate from all of your advertisements.
All Conversion Value - This is the total value of all conversions received from the campaign.
All Conversions - This is the total number of conversions received from the campaign. This includes all of the data from Conversions as well as any Conversion Actions you’ve chosen to include in this column.
Conversion Rate - This is your average conversion rate. This column is locked and cannot be changed or removed.
Conversion Value - This is the average value of each conversion.
Conversion Value / Click - This is the total conversion value divided by the number of eligible clicks.
Conversion Value / Cost - This is effectively your ROI. It’s calculated by taking your total conversion value and dividing it by the cost of all ad interactions.
Conversions - The number of conversions to date for this campaign. This column is locked and cannot be changed or removed.
Cost / All Conversion - This is the approximate amount you spent to date for all of your conversions
Cost / Conversion - This is the average amount you spend to obtain one conversion. This column is locked and cannot be changed or removed.
Value / All Conversion - This is the total value gained from all conversions to date.
Value / Conversion - This is the average value gained per conversion.
View-Through Conversions - This is the number of conversions received when a user completes a conversion after viewing one of your display network ads.
Gmail Clicks to Website - This is the number of times users clicked your Gmail ad to visit your website.
Gmail Forwards - The number of times users forward your ads through Gmail.
Gmail Saves - The number of times users saved your Gmail ad for later viewing.
% New Sessions - This is the percentage of brand-new visits that can be attributed to clicks on your ads.
Bounce Rate - This is the percentage of “bounces” from your site. A bounce is counted when a user visits your site and leaves after seeing only one page or triggering only one event.
Pages / Session - The average number of pages viewed per session.
Avg CPC - This is your average cost-per-click for your ads. This column is locked and cannot be changed or removed.
Avg CPE - This is your average price for engagement. Engagements can be defined as clicks, hovering over the ad for a few seconds, or engaging with the ad in some other way.
Avg CPM - This is your average cost-per-1000 impressions.
Avg CPV - This is the average cost-per-view on one of your videos. A view is at least 30 seconds of watch-time or the duration of the ad if it is less than that.
Avg Cost - This is the overall average cost of an advertisement on Google Ads.
CTR - This stands for “clickthrough rate.” This is the number of times your ad receives a click divided by the number of impressions. This column is locked and cannot be changed or removed.
Clicks - This is the total number of clicks on your advertisements. This column is locked and cannot be changed or removed.
Engagement Rate - This is the rate of engagements with your ads versus the number of impressions.
Engagements - This is the total number of engagements on your advertisements.
Impressions - This is your total number of impressions for this campaign. This column is locked and cannot be changed or removed.
Interaction Rate - This is the percentage of total interactions. This is calculated by dividing interactions by the number of impressions. An interaction is defined as taking the main user action associated with the type of ad (video views, calls, clicks on shopping ads, etc.)
Interactions - This is the total number of interactions for this campaign.
Video Played to 100% - The number of times your video was watched entirely.
Video Played to 25% - The number of times a video was watched to the 25% mark or skipped to 25% to watch the remainder.
Video Played to 50% - The number of times a video was watched to the 50% mark or skipped to 50% to watch the remainder.
Video Played to 50% - The number of times a video was watched to the 75% mark or skipped to 75% to watch the remainder.
View Rate - This is the percentage of views on a video ad versus the number of impressions.
Views - This is the total number of video views for this campaign.
Avg. Viewable CPM - This is the average cost-per-1000 viewable impressions.
Measurable Cost - This is the average cost for an impression that can be viewed with Active View technology; a subset of all of your impressions.
Measurable Impressions - This is an impression that can actively be measured by Active View technology.
Viewable CTR - This defines how often users click your ad after it becomes viewable. Viewability is determined by Google Display Network’s Active View technology.
Viewable Impression - This is the number of impressions received after your ads become viewable.
Viewable Rate - This is the percentage of time that your ads became viewable and appeared on websites or applications with Active View enabled.