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From marketing basics to implementation details. Understand what your numbers mean, how to investigate changes and where tracking can mislead you.
ROAS
Return on Ad SpendHow much conversion value the ad platform attributes to each unit of advertising spend. A ROAS of 4 means 4 units of attributed value for every 1 spent.
ROAS compares attributed conversion value with media cost. It is a useful bidding and allocation KPI, but it is not a profit margin or an incremental return.
Decompose changes into spend, eligible traffic, conversion rate and conversion value per conversion. Compare like-for-like attribution windows, conversion goals and reporting dates before judging a campaign.
Google Ads column “Conv. value / cost” = conversion value ÷ cost. API implementations must convert metrics.cost_micros to standard currency units. A result of 4 is 400% when displayed as a percentage.
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Return on Ad Spend
How much conversion value the ad platform attributes to each unit of advertising spend. A ROAS of 4 means 4 units of attributed value for every 1 spent.
Cost per Click
The average amount you pay for one ad click.
Cost per Mille
How much it costs to show an ad 1,000 times.
Click-through Rate
The share of ad impressions that resulted in a click.
Cost per Acquisition / Action
How much advertising spend is needed for one recorded conversion.
Conversion Rate
The proportion of eligible visitors or ad interactions that generate a conversion.
Impressions
How often an ad was reported as displayed.
Clicks
How often people clicked your ad, according to the ad platform.
Reach
How many different people or accounts saw the advertising, as estimated by the platform.
Frequency
The average number of times each reached person saw an ad.
Conversions
The number of valuable actions attributed to your ads.
Conversion Value
The money value or assigned score attributed to ad conversions.
Search Impression Share
The share of eligible search impressions your ads received.
Quality Score
A Google Ads keyword diagnostic about expected ad and landing-page quality.
View-through Conversions
Conversions attributed after someone saw an ad without clicking it.
Sessions
A group of website or app interactions during one visit.
Total Users
The number of different users who visited during the period, as reported by analytics.
Active Users
Users GA4 considers active or engaged during the selected period.
New Users
Users who arrived for the first time, according to available analytics identifiers.
Engaged Sessions
Visits with meaningful engagement under GA4’s rules.
Engagement Rate
The share of website visits GA4 counts as engaged.
Bounce Rate
The share of visits that GA4 does not count as engaged.
Average Engagement Time
How long users actively had your site or app in focus, on average.
Event Count
The number of events GA4 recorded, such as clicks, page views and purchases.
Key Events
The GA4 events that have been marked as especially important.
Session Key Event Rate
The percentage of visits where at least one selected key event occurred.
Views per Session
The average number of pages or app screens viewed in one visit.
Purchase Revenue
Money recorded from completed purchase events, according to your measurement system.
E-commerce Purchases
How many purchases the tracking system recorded.
Average Order Value
The average amount of revenue per order.
Marketing Efficiency Ratio
How much total business revenue is generated for every unit spent on marketing.
Customer Acquisition Cost
The average amount spent to win one new customer.
Customer Lifetime Value
The value a customer is expected to contribute over the relationship with your business.
Add-to-Cart Rate
The share of product viewers who add something to their cart.
Cart Abandonment Rate
The share of carts that do not lead to an order.
Checkout Completion Rate
The share of started checkouts that end in a purchase.
Gross Margin
The share of sales revenue left after the direct cost of goods sold.
Contribution Margin
Sales money left after the variable costs required to deliver those sales.
Refund Rate
The share of purchases or sales value refunded to customers.
Repeat Purchase Rate
The share of customers who buy more than once.
Purchase Tracking Discrepancy
How far your analytics purchase count is from your order-system count.
Missing Transaction ID Rate
The proportion of purchase events that lack a usable order identifier.
Event Deduplication Rate
The share of received duplicate event copies that your pipeline can identify.
Server-side Event Coverage
The share of eligible important events that successfully reach your server-side collection pipeline.
Consent Acceptance Rate
The percentage of visitors who consent to a specified optional tracking purpose.
Unassigned Traffic Share
The share of visits that analytics cannot place into a standard traffic channel.
Event Delivery Failure Rate
The share of event delivery attempts that did not succeed.
Organic Search Clicks
How many clicks Google Search sent from unpaid search results, according to Search Console.
Organic Search Impressions
How often a URL from your site appeared in eligible Google Search results.
Organic Click-through Rate
The percentage of Google Search impressions that generated a click.
Average Search Position
The average position Google reports for your site in search results.
Indexed Pages
How many of your URLs Google currently includes in its index, according to index coverage tools.
Largest Contentful Paint
How quickly the largest visible content element appears on screen.
Interaction to Next Paint
How responsive the page feels when someone interacts with it.
Cumulative Layout Shift
How much page content unexpectedly jumps around while someone uses it.
Leads
How many people expressed interest by submitting a qualifying enquiry.
Cost per Qualified Lead
The average marketing spend needed to generate one lead that passes your quality checks.
Lead-to-Customer Rate
The share of leads that eventually become paying customers.
Marketing Qualified Lead Rate
The share of leads marketing classifies as worth sales attention.
Sales Qualified Lead Rate
The share of leads that sales accepts as worth pursuing.
Customer Retention Rate
The share of customers who remain customers over a period.
Customer Churn Rate
The share of existing customers who leave during a period.
Email Click Rate
The share of delivered marketing emails that produced clicks.