# 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.