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What do they do?

In addition to the standard Google Ads API metrics, we’ve developed a few of our own that we think you will find very useful.  Not only will you be able to utilize a variety of date range options, but now you can incorporate graphs and color-coded data in your reports.  There are two categories of custom metrics within PPC Robot, metrics and attributes

Overview of Metrics

For a complete list with descriptions of all of our custom metrics, check the chart below.  The following is a brief overview of the major categories. These metrics can be found in the appropriate report type on the first page of the custom report setup screen under the Metrics tab:

And also by clicking on the “Show All” button:

Yesterday, last week, this month, last month, 7 days, 30 days, last 8-14 days

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

These metrics show the data for the given time period (yesterday, last week, etc.).  By setting the duration of the report to another value (i.e. 90 days) and utilizing one or more of these custom metrics, you can compare the data over different periods of time.

2 week comparison

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the difference between the last 7 days and the last 8-14 days of data. If the result is negative it means that your selected metric’s performance was lower during the last week compared to the week before that. If the result is positive it means that the performance was higher during the last week compared to the week before.

This month to yesterday

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the data from this month up to yesterday (including).

Same days last month

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the same days from last month according to the current date up to yesterday (including).  For example, if today is the 20th day of the month, this metric will give you data from the 1st through the 19th of the previous month.

Same month last year

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the same month from last year according to the current date up to yesterday (including).  For example, if today is the 20th day of the month, this metric will give you data from the 1st through the 19th of the previous year.

30 days last year

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the last 30 days of data (including yesterday) from last year.  For example, if today is the 20th day of the month, this metric will give you data from the last 30 days up to the 19th of the previous year.

30 days vs. same days last year

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the difference between the last 30 days and the same 30 days from last year. If the result is negative it means that your selected metric’s performance was lower during the last 30 days compared to the same 30 days from the year before. If the result is positive it means that the performance was higher during the last 30 days compared to the same 30 days from the year before.

This month vs. same days last year

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the difference between this month and the same days from last year. If the result is negative it means that your selected metric’s performance was lower during this month compared to the same days from the year before. If the result is positive it means that the performance was higher during this month compared to the same days from the year before.

This month vs. same days last month

Metrics (works with): All conv., All conv. Rate, All conv. Value, Avg. CPC, Clicks, Conversions, Cost, CPA, CTR, Impr., PNO, ROAS

Report types: all types

This metric allows you to see the difference between this month and the same days from last month. If the result is negative it means that your selected metric’s performance was lower during this month compared to the same days from the month before. If the result is positive it means that the performance was higher during this month compared to the same days from the month before.

Sparkline: 14 days, 8 weeks, 12 weeks

Metrics (works with): All conv. Value, Avg. CPC, Avg. Pos., Conversions, Cost, CPA, CTR, PNO, ROAS, Search Impr. Share

Report types: Account, Campaign, Ad Group

The sparkline metrics give you a color-coded line chart giving a visual representation of the data for the last 14 days, 8 weeks, or 12 weeks respectively. Red means negative change, grey means no change, and green means positive change.  Depending on the specific metric, an increase in data will result in a red line (negative change), while other metrics will result in a green line (positive change). For example, an increase in Cost over 12 weeks is a negative result and the line will be red, while an increase in Conversions over 12 weeks is a positive result and the line will be green.

Trend: 14 days, 8 weeks, 12 weeks

Metrics (works with): All conv. Value, Avg. CPC, Avg. Pos., Conversions, Cost, CPA, CTR, PNO, ROAS, Search Impr. Share

Report types: Account, Campaign, Ad Group

The trend metrics give you a color-coded percentage of the change in the data for the last 14 days, 8 weeks, or 12 weeks respectively. A higher number means a greater change, and red means a negative change while green means a positive change.

Estimated Cost

Report type: Account

The estimated cost metric gives you a rough estimate of the end of month cost by calculating the average cost since the beginning of the current month and multiplying by the number of days in the month.

Lost Impressions Estimate

Report types: Account, Campaign, Ad Group, Keyword

The lost impressions estimate metric gives you a rough estimate of the number of lost impressions based on the number of impressions you received and your impression share. This is calculated by dividing the number of actual impressions by the estimated number of eligible impressions.  If you have 100% of impression share then this will be 0. If the impression share is <10% this metric will not work.

Lost Clicks Estimate

Report types: Account, Campaign, Ad Group, Keyword

The lost clicks estimate metric gives you a rough estimate of the number of lost clicks based on your CTR and impression share. This is calculated by multiplying the lost impressions estimate value by your CTR.  If you have 100% of impression share then this will be 0. If the impression share is <10% this metric will not work.

Lost Conversions Estimate

Report types: Account, Campaign, Ad Group, Keyword

The lost conversions estimate metric gives you a rough estimate of the number of lost conversions based on your conversion rate and number of lost clicks. This is calculated by multiplying the lost clicks estimate value by your conversion rate.  If you have 100% of impression share then this will be 0. If the impression share is <10% this metric will not work.

Overview of Attributes

Attributes are similar to metrics except that they are not limited to numbers only.  PPC Robot has 5 custom attributes, one that is a pure attribute (containing formatted text) and four that are metric-like.  These attributes can be found in the appropriate report type on the first page of the custom report setup screen under the Segments and Attributes tab:

And also by clicking on the “Show All” button:


Formatted Ad

Report type: Ad

This attribute gives you a view of what your ads look like in the Google search results on your browser.

 

Quality Score, Landing page experience, Ad relevance, Expected clickthrough rate

Report types: Account, Campaign, Ad Group, Keyword

These are not original metrics (they are available in the Google Ads API) but they are considered custom metrics/attributes because, instead of only being available for the keyword report type, we have made them available for the account, campaign, and ad group report types as well.  The value for the account, campaign, and ad group report types are calculated using an the average of all keywords weighted by the number of impressions for each keyword.

Complete list of all custom metrics


Metric/Attribute NameTypeDescription
All conv. {date range}Metric

All conv. gives you the total number of conversions across all conversion actions measured by Google Ads. Includes “Conversion” column, cross-device conversions, and any conversions with “Include in ‘Conversions’” unchecked. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

All conv. 2 week comparisonMetric

All conv. 2 week comparison gives you the last 7 days minus the last 8-14 days of the total number of conversions across all conversion actions measured by Google Ads. Includes “Conversion” column, cross-device conversions, and any conversions with “Include in ‘Conversions’” unchecked.

All conv. rate 2 week comparisonMetric

All conv. rate 2 week comparison gives you the last 7 days minus the last 8-14 days of the average rate an ad interaction (clicks, views, engagements) leads to a conversion. Calculated by dividing the total number of conversions by the total number of interactions, which may result in a value over 100% due to the fact that there can be more than one conversion per interaction.

All conv. rate {date range}Metric

All conv. rate gives you the average rate an ad interaction (clicks, views, engagements) leads to a conversion. Calculated by dividing the total number of conversions by the total number of interactions, which may result in a value over 100% due to the fact that there can be more than one conversion per interaction. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

All conv. value {date range} sparklineMetric

All conv. value sparkline gives you a color-coded line chart with all conversion value data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

All conv. value {date range} trendMetric

All conv. value trend gives you a color-coded percentage of the change in the all conversion value data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

All conv. value {date range}Metric

All conv. value is only useful if you have values entered for conversion actions. It gives you the total value of all conversions, including cross-device conversions and any conversion actions with “Include in 'Conversions'” unchecked. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

Avg. CPC {date range} sparklineMetric

Avg. CPC sparkline gives you a color-coded line chart with average CPC data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Avg. CPC {date range} trendMetric

Avg. CPC trend gives you a color-coded percentage of the change in the average cpc data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Avg. CPC 2 week comparisonMetricAvg. CPC 2 week comparison gives you the last 7 days minus the last 8-14 days of the average cost per click, which is calculated by dividing the amount paid for ads by the total number of clicks.
Avg. CPC {date range}Metric

Avg. CPC gives you the average cost per click, which is calculated by dividing the amount paid for ads by the total number of clicks. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

Avg. Pos. {date range} sparklineMetric

Avg. Pos. sparkline gives you a color-coded line chart with average position data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Avg. Pos. {date range} trendMetric

Avg. Pos. trend gives you a color-coded percentage of the change in the average position data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Clicks 2 week comparisonMetricClicks 2 week comparison gives you the last 7 days minus the last 8-14 days of the number of times a person clicks on an ad.
Clicks {date range}MetricClicks gives you the number of times a person clicks on an ad. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.
Conversions {date range} sparklineMetric

Conversions sparkline gives you a color-coded line chart with conversion data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Conversions {date range} trendMetric

Conversions trend gives you a color-coded percentage of the change in the conversion data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Conversions 2 week comparisonMetricConversions 2 week comparison gives you the last 7 days minus the last 8-14 days of the number of conversions for all conversion actions that have been opted into optimization.
Conversions {date range}Metric

Conversions comparison gives you the number of conversions for all conversion actions that have been opted into optimization. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

Cost {date range} sparklineMetric

Cost sparkline gives you a color-coded line chart with cost data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Cost {date range} trendMetric

Cost trend gives you a color-coded percentage of the change in the cost data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Cost 2 week comparisonMetricCost 2 week comparison gives you the last 7 days minus the last 8-14 days of the sum of CPC and CPM, but does not include other costs.
Cost {date range}MetricCost gives you the sum of CPC and CPM, but does not include other costs. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.
CPA {date range} sparklineMetric

CPA sparkline gives you a color-coded line chart with CPA data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

CPA {date range} trendMetric

CPA trend gives you a color-coded percentage of the change in the CPA data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

CPA 2 week comparisonMetricCPA 2 week comparison gives you the average cost per conversion for the last 7 days minus the last 8-14 days.
CPA {date range}MetricCPA gives you the average cost per conversion. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.
CTR {date range} sparklineMetric

CTR sparkline gives you a color-coded line chart with CTR data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

CTR {date range} trendMetric

CTR trend gives you a color-coded percentage of the change in the CTR data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

CTR 2 week comparisonMetric

CTR 2 week comparison gives you the last 7 days minus the last 8-14 days of the clickthrough rate, which is a measurement of how often people click an ad after it’s been shown to them. The percentage is calculated by dividing the number of times an ad is clicked by the number of times it is shown (clicks / impressions).

CTR {date range}Metric

CTR gives you the clickthrough rate for, which is a measurement of how often people click an ad after it’s been shown to them. The percentage is calculated by dividing the number of times an ad is clicked by the number of times it is shown (clicks / impressions). Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

Estimated CostMetricEstimated Cost gives you the estimated end of month cost by calculating the average cost since the beginning of the current month and multiplying by the number of days in the month.
Impr. 2 week comparisonMetricImpr. 2 week comparison gives you the last 7 days minus the last 8-14 days of the number of times an ad has been shown on Google’s ad networks.
Impr. {date range}MetricImpr. gives you the number of times an ad has been shown on Google’s ad networks. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.
Lost Clicks EstimateMetric

Lost Clicks Estimate gives you the estimated number of lost clicks based on your CTR and impression share. If you have 100% of impression share then this will be 0. If the impression share is <10% this metric will not work.

Lost Conversions EstimateMetric

Lost Conversions Estimate gives you the estimated number of lost conversions based on your conversion rate and number of lost clicks. If you have 100% of impression share then this will be 0. If the impression share is <10% this metric will not work.

Lost Impressions EstimateMetric

Lost Impressions Estimate gives you the estimated number of lost impressions based on the number of impressions you received and your impression share. If you have 100% of impression share then this will be 0. If the impression share is <10% this metric will not work.

PNO {date range} sparklineMetric

PNO sparkline gives you a color-coded line chart with PNO data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

PNO {date range} trendMetric

PNO trend gives you a color-coded percentage of the change in the PNO data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

PNO {date range}MetricPNO gives you the percentage of cost divided by total conversion value. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.
ROAS {date range} sparklineMetric

ROAS sparkline gives you a color-coded line chart with ROAS data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

ROAS {date range} trendMetric

ROAS trend gives you a color-coded percentage of the change in the ROAS data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

ROAS {date range}Metric

ROAS gives you the return on advertisement spending value, which is calculated by dividing the total conversion value by the cost. Our custom date ranges include: yesterday, 7 days, last week, 8-14 days, this month, last month, 30 days, this month to yesterday, same days last month, same month last year, 30 days last year, 30 days vs. same days last year, this month vs. same days last month, and this month vs. same days last year.

Search Impr. Share {date range} sparklineMetric

Search Impr. Share sparkline gives you a color-coded line chart with search impressions share data. Red means negative change, grey means no change, and green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Search Impr. Share {date range} trendMetric

Search Impr. Share trend gives you a color-coded percentage of the change in the search impression share data. A higher number means a greater change, and red means negative change while green means positive change. Our custom date ranges include: 14 days, 8 weeks, and 12 weeks.

Formatted AdAttributeFormatted Ad gives you the ad output in the Google search results format.
Quality ScoreAttributeQuality Score gives you an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.
Landing page experienceAttribute

Landing page experience gives you and estimate of how relevant and useful your landing page is to people who click your ad. It takes into account factors such as how well your landing page content matches a person’s search term, and how easy it is for people to navigate your page. Landing page experience is one component of your keyword’s overall Quality Score.

Ad relevanceAttribute

Ad relevance gives you a measurement of how closely your keyword matches the message in your ads. A below average score may mean that your ads are too general or specific to answer the user’s query, or that this keyword isn’t relevant to your business. Ad relevance is one component of your keyword’s overall Quality Score.

Expected clickthrough rateAttribute

Expected clickthrough rate gives you a measurement of how likely it is that your ad will be clicked when shown. This score is based on the past clickthrough performance of your ads, excluding the effects of ad position, and other factors that affect the visibility of your ad, such as extensions. Expected clickthrough rate is one component of your keyword’s overall Quality Score.



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