PPC Startup Blog

A Beginners Guide To PPC Metrics

What Are PPC Metrics?

Pay-Per-Click isn’t just about generating a list of keywords and leaving the campaigns to run themselves. It’s important to continuously monitor performance so that you know what works and what doesn’t. To measure the performance of how your PPC campaigns perform you must first understand the metrics involved.


The number of times your ad has been viewed.


The number of clicks your ad receives.

Click Through Rate:

How often your ad is clicked after it has been viewed. It’s recorded as a percentage: Clicks divide Impressions.


The total amount spent

Average Cost Per Click:

The average cost associated to each ad click. The total amount paid for your ads divided by the total clicks your ads received.


The number of times your ad has led to a successful customer interaction. This depends on what you choose to record as a successful interaction. For example, requesting a call back, submitting an enquiry, brochure download etc.

Cost Per Acquisition:

How much on average each conversion has cost. Worked out by dividing total cost by total conversions.

Conversion Rate:

How often on average an ad interaction has resulted in a successful conversion. If you are only recording click interactions, then it is worked out by total clicks divide by total conversions.

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