Click-Through Rate (CTR)
Measures the percentage of impressions that result in a click.
Analytics track this metric to evaluate how well the ad captures user interest and how competitive the bid is.
Conversion Rate
Tracks the percentage of users who complete a desired action (purchase, sign-up) after clicking an ad.
Helps assess whether the ad's relevance matches user intent and whether the landing page is optimized.
Cost per Click (CPC)
Measures the actual cost advertisers pay for each click, often influenced by competition in the auction.
Analytics track this to help assess the efficiency of bidding strategies.
Quality Score
Monitored through Google Ads analytics, it reflects ad relevance, CTR, and landing page experience.
Affects ad placement and the cost-per-click, making it critical for optimization.
Return on Ad Spend (ROAS)
Measures revenue generated from ad campaigns against the money spent on them.
Analytics track this to determine if the ad auction strategy is generating a profitable return.
Impressions and Ad Rank
Analytics measure the number of times an ad is displayed and its relative position in the auction.
Helps assess visibility and the effectiveness of bidding amounts and ad quality.
Cost per Acquisition (CPA)
Tracks how much is spent to acquire each customer.
Helps optimize bidding strategies and understand how competitive ads need to be within auctions.
A/B Testing and Variations
Analytics track the performance of different ad copies, keywords, or bidding strategies in A/B tests.
Helps identify the most effective ad combinations to enhance performance in future auctions.
Attribution Modeling
Measures the influence of various touchpoints, such as ads, clicks, and organic searches, in driving conversions.
Helps advertisers understand how ads from the auction contribute to the customer journey.
Ad Extension Performance
Analytics track the performance of different ad extensions (e.g., call buttons, location info).
Helps optimize the use of extensions to improve ad performance and ad ranking in auctions.