Media Spend: The sum of your spend during this period (in media).
Impressions: An impression is counted each time your ad is served. Impressions help you understand how often your ad is being seen.
Clicks: When a user clicks on the ad.
CTR (Click Through Rate): How often people click your ad after it's shown to them, which can help determine the effectiveness of your ad. Calculation [Clicks / Impressions]
CPC (Cost Per Click): Calculation [Media Spend / Clicks]
Conversion: When someone completes a pre-determined and desired action on your website, like signing up for a newsletter, viewing a particular page, or buying a product.
Calls: Total number of phone calls that can be attributed to your search campaign, using a dynamic call tracking number.
Total Conversions: Calculation [Conversions + Calls]
Conversion Rate: Calculation [Total Conversions / Clicks]
CPA (Cost Per Acquisition): Key metric to measure the cost per desired action(s). Calculation [Media Spend / Total Conversions]
ROAS % (Return on Ad Spend): Calculation [Revenue / Media Spend]
*Note: Adtaxi Analytics reports on conversions directly from Google Ads and Microsoft Ads. Google Ads utilizes their Multi-Channel Funnel attribution model. The default setting is the 30-day Position Based model, but is subject to vary by client.