Feeling overwhelmed by Google Ads reports? Here are the key metrics that matter—and how to act on them.

1. Click-Through Rate (CTR)

High CTR = compelling ad copy. Aim for 3–5% or higher depending on your niche.

2. Conversion Rate

Track actions that matter—form fills, phone calls, purchases. Anything above 5% is solid.

3. Quality Score

Affects your CPC and ad position. Improve by tightening ad/keyword/landing page relevance.

4. Cost per Conversion

Focus on cost per result, not just per click. Track what leads to ROI.

5. Impression Share

See how often your ad shows compared to how often it could show.

6. Bounce Rate (on landing page)

If people leave quickly, your page or targeting may be off.

7. Search Term Report

Find what users are actually searching—optimize, and add negative keywords accordingly.

Track what counts. Dig into the metrics that drive growth, not just traffic.