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Google Ads Glossary of Terms

General Reporting Terms

Sessions: The number of times people have visited your website.

Goal Completions: The total number of visitors who have completed all elements defined for a particular “goal”. The goal could be clicking on a phone number, form submission, software/pdf download, etc.

Goal Conversion Rate: This means the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors.

Organic Goals: These are goals or actions taken from clicking through from ‘organic’ search or other undefined sources.

Google Ads Goals: These are goals or actions taken from clicking through from a paid advertisement.

Google Ads Terms

Impressions: How many times your ad is shown.

Clicks: Number of clicks on your ad.

CTR: Click Through Rate measures Impressions divided by clicks.

CPC: Cost Per Click is the average amount paid per clicks for the time period.

Conversion: Similar to Goal Completions however compiled slightly differently from the above Goal completions.

Conversion Rate: This means the percentage of visitors to your website that complete a desired goal (a conversion) out of the total number of visitors.

Cost / Conv: Cost Per Conversion means how much it costs to obtain one of these conversions mentioned above.

Search Impr %: The percentage of times your ads show for searches that it is eligible for.

Impr Top %: The percentage of times your ad shows at the Top of the Page in the Google Search Results Page.

Negatives: Terms that are NOT relevant to your business. These terms are negated out so you don’t pay for people clicking on them. An example might be If we’re selling pens for example and somebody types in “jobs with pen companies”, we obviously don’t want your ad to display.

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