Impressions - Number of views on an ad
Clicks - Number of clicks, including those associated with user engagement, on an ad.
Link Clicks - Number of clicks on an ad resulting in landing on site
Conversions - Number of non-unique events for the given conversion event.
Cost - Spend associated to marketing efforts
Revenue - Monetary value generated through the sale of goods and services.
High Frequency Conversion (HFC) - Conversion event that is the precursor to the Low Frequency Conversion event.
Low Frequency Conversion (LFC) - Key conversion event in which you are optimizing towards.
Cost per Acquisition (CPA) - Cost to acquire a user [CPA = Cost/Conversions]
Click Through Rate (CTR) - The rate in which users are clicking on an ad. Typically an indicator of how an ad is resonating with an audience. [CTR = Clicks/Impressions]
Conversion Rate (CVR) - The rate in which users are converting after clicking through to a website. [CVR = Conversion/Clicks]
Return on Ad Spend (ROAS) - The amount of revenue received per dollar spent on advertising, typically notated as a multiplier. [ROAS = Revenue/Cost]
Cost per Mille (CPM) - The cost for every 1,000 impressions. [CPM = Spend/(Impressions/1,000)]
Cost per Click (CPC) - Allows to measure the cost of a click [CPC = Cost / Click]
Expected Conversion Rate (eCVR) - Rate at which a user who clicks on a search ad is expected to take the desired conversion action(s)
Target Cost per Acquisition (tCPA) - User-defined variable, which serves as an efficiency goal for the bidding algorithm
