Google Ads Report Explainer

How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

Phone calls are the number of times people clicked on a phone number displayed in an ad on a mobile device or manually dialed the Google forwarding number displayed in an ad on any device. Phone calls of a specified duration may also be counted as conversions.

The sum of your spend on Google Ads during this period.

This table features your top performing keywords. It details the keyword which triggered your ad to appear (ie. someone searching on Google for "Gold Coast Pools"), how many ad clicks it generated and the average clickthrough rate (CTR) for that keyword.

A breakdown of all clicks generated by your ads according to gender (male, female or undetermined). Demographic information, such as age and gender, is derived from Google Account holder's settings or activity on Google properties. In addition, some sites might provide Google with demographic information that people share on certain websites, such as social networking sites.

A breakdown of all clicks generated by your ads according to age group. Demographic information, such as age and gender, is derived from Google Account holder's settings or activity on Google properties. In addition, some sites might provide Google with demographic information that people share on certain websites, such as social networking sites.

A breakdown of all clicks generated by your ads according to what device they were using at the time (mobile device, computers or tablets).

This table provides a breakdown of conversions generated by your ads. The source of the conversion may include an action taken on a website (calling from a website, completing a website contact form), direct calls or Google hosted conversions. Google hosted conversions are local actions, often via Google Maps, and may include clicks-to-call, requests for directions, and shares.

This table lets you compare your performance with other advertisers who are participating in the same ad auctions that you are. Ad Auction: The process that happens with each Google search to decide which ads will appear for that specific search and in which order those ads will show on the page (or whether or not any ads will show at all). It's normal for you to see some fluctuation in your ad's position on the page and in whether or not your ad shows at all. Ad position is influenced by your budget, your competitors' budgets and the relevancy of your keywords, among other factors.

The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive.

This table shows the number of clicks your ads generated over the specified time period. It is normal to see fluctuations in engagement depending on the day, hour and the ad schedule.