Reports
Statistics in the advertiser console is where you check how your money is performing. It covers a date range you choose, defaulting to the last seven days.
Metrics
Pick the columns you want from the column selector. The default set is Impressions, Clicks, CTR, Avg. CPC, Cost, Conversions, Conv. rate and Cost / conv.
| Metric | Meaning |
|---|---|
| Impressions / Clicks / CTR | Times your ad was served, times it was clicked, and clicks ÷ impressions |
| Cost, Avg. CPC, Avg. CPM | What you spent, and the average price per click / per thousand impressions |
| Conversions, Conv. rate, Cost / conv. | Conversions attributed by your tracker, conversions ÷ clicks, and cost per conversion |
| Conv. value, Value / conv., ROAS | Conversion value reported by your tracker, per conversion, and as a multiple of cost |
| Unique users (est.), Avg. impr. frequency | Estimated reach and how often each user saw your ad |
| Invalid clicks, Invalid click rate | Clicks filtered out as invalid, and their share |
| Video metrics | Video starts, quartile completion (25 / 50 / 75 / 100%), completion rate, skips and playback errors |
Cost per thousand impressions is the one to watch. It is the common denominator across pricing models: it tells you what your traffic really costs per thousand impressions whether you bid CPC, CPM or CPA, and it is what decides whether you win auctions at all. Avg. CPM is that number for your delivered traffic.
Breakdowns and filters
Choose a dimension for the rows, and add up to four breakdowns to split them further:
- Time — day, week, month, hour of day (UTC), day of week. Day is the default.
- Campaign, ad group, ad, creative — plus creative type and billing type.
- Placement — site / app, ad slot, ad format.
- Audience tech — country / region, device, operating system, browser. Worth checking before you set bid adjustments: find out what mobile is actually worth to you before you bid 20% more for it.
Beyond that:
- Filters include or exclude specific values, and you can drill down from any row.
- Metric conditions keep only rows that meet a threshold, e.g. CTR above 1%.
- Comparison against the previous period, the same period last year, or a custom range.
- Export the current view as CSV or Excel.
- Saved reports keep a configuration you use often.
Per-campaign numbers also live on the campaign detail page, which charts impressions, clicks and cost for that campaign on its own.
Report data is not settlement data
The numbers here are a near-real-time estimate, refreshed continuously. Your balance is a different figure and follows settlement; it is the authoritative one where money is concerned.
Reported spend can differ slightly from settled spend; this is expected and needs no manual reconciliation.
Settlement & Payouts explains the two figures and why they differ. When they disagree, settlement wins.