Performance Metrics Definitions
Performance Metric | Definition |
Spends | This is the total amount you have spent on running ad campaigns in the given time frame. This includes overcharge. |
Revenue* | |
Return on advertising spend (ROAS)* | |
Orders*
| The total number of units attributed to your ads. Note that a single order may contain multiple units of a product, but we show the number of units sold only. |
Click-through rate (CTR) | CTR is calculated as clicks divided by impressions (views). It’s the percentage of people who saw your ads and clicked on them. |
Views | This is the number of times users saw your ad for at least 1 second. |
Clicks | The clicks metric counts the total number of times customers have clicked on an ad. |
Add to cart (ATC)*
| |
Cost-per-Click (CPC)** | The average amount you pay per click ie. total spend divided by total clicks. |
SOI***
| The percentage of total impressions your ad receives for this keyword, compared to the total available impressions. This metric updates daily. |
Notes
All data associated with performance metrics are updated hourly and displayed as per today’s date by default, but change based on the selected filters, including campaign status, ad solution, and date range. Metrics that appear in currency format are in local currency as per the selected country of the account. Learn more about navigating Ad Manager
We provide performance metrics at multiple levels. At the account and country level, these metrics are displayed at the top of the main campaign dashboard. At the campaign level, they are available in the total campaigns table on the main dashboard, in the specific campaign dashboard for each campaign, and in downloadable campaign reports.
For Product Ads and Brand Ads, these metrics can also be viewed at the advertised Product/SKU, Placements, Target (Keyword, and Category), Customer Query levels within the Performance Dashboard of campaigns and in Campaign reports, where data can also be found at the advertised SKU per Query level.
Additionally, for Product Ads only, performance is further segmented by ad placements, including Top of Search, Rest of Search, Product Page, and Category Page In specific campaign dashboards.
* Ad campaign attribution for attributed metrics such as Revenue, Orders, ATC, and ROAS differs across ad solutions:
For Product Ads, attribution is based on clicks on your ads within the last 7 days.
For Brand Ads, attribution is based on users who clicked on your ads within the last 14 days
For Display Ads, attribution is based on views (within the last 7 days) or clicks on your ads In the last 30 days
**CPC is not applicable for Display Ads
***SOI is only available at a campaign level
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