Google Ads

Measures

These measures capture the core performance and impact of your advertising spend, from visibility and engagement to revenue-driving outcomes. Together, they show how efficiently your campaigns turn impressions into clicks, and clicks (or views) into measurable business results.

Spend The total amount of money spent on ads during the selected time period.

Clicks The number of times users clicked on your ads, indicating direct engagement and traffic driven to your site or app.

Impressions The total number of times your ads were shown, reflecting overall reach and visibility.

Conversions The number of times users completed a desired action (such as a purchase, signup, or booking) after interacting with your ad.

Conversions Value The total monetary value attributed to those conversions, used to measure revenue and return on ad spend (ROAS).

View-Through Conversions The number of conversions that occurred after a user saw (but did not click) an ad and later converted within the attribution window, capturing the influence of awareness and upper-funnel campaigns.

Channel Types

Advertising Channel Types define the primary way your ads are delivered across Google’s ecosystem, from high-intent search results to immersive visual and video experiences. Each channel serves a different role in the customer journey—capturing demand, generating interest, or driving conversions. Understanding these channels helps you align budget and strategy to where customers are most likely to engage.

Search Text ads shown when users actively search for specific keywords, capturing high-intent demand at the moment of need.

Smart (Smart Campaigns) Automated, goal-driven campaigns that let Google handle targeting, bidding, and placements across its network with minimal setup.

Display Visual banner and rich media ads served across millions of websites and apps to build awareness and retarget audiences.

Performance MAX An all-in-one, AI-optimized campaign type that runs across Search, Display, YouTube, Gmail, and Discover to maximize conversions or revenue.

Demand Generation Upper-funnel, visually rich campaigns designed to spark interest and consideration across YouTube, Discover, and Gmail feeds.

Video Video ad campaigns on YouTube and partner sites, optimized for reach, engagement, or conversions using sight, sound, and motion.