Google Efficiency Metrics | Upstack Documentation

Data Source: Google Ads
Metrics: 7

Metrics in This Group

Metric	Description	When to Use
Google ROAS	Return on ad spend	Measure revenue efficiency
Google CPA	Cost per purchase acquisition	Evaluate acquisition cost
Google Cost per Purchase	Cost to acquire one purchase	Same as CPA, explicit naming
Google All Conversions ROAS	ROAS across all conversion types	Measure full conversion value
Google Cost per All Conversions	Cost per any conversion	Evaluate cost per goal
Google CPV	Cost per video view	Measure video ad efficiency
Google Cost per View-Through Conversion	Cost per view-through conversion	Measure impression ROI

How These Metrics Relate

Efficiency metrics are ratios of spend to outcomes:

Purchase-focused:

Google ROAS = Purchases Value ÷ Spend (revenue return)

Google CPA = Spend ÷ Purchases (cost to acquire)

Google Cost per Purchase = Same formula as CPA

All conversions:

Google All Conversions ROAS = All Conversions Value ÷ Spend

Google Cost per All Conversions = Spend ÷ All Conversions

Specialized:

Google CPV = Spend ÷ Video Views

Google Cost per View-Through Conversion = Spend ÷ View-Through Conversions

Choosing the Right Metric

E-commerce profitability: Use ROAS (target 3x+ for healthy margins)

Acquisition budgeting: Use CPA to set maximum bids based on customer LTV

Lead generation: Use Cost per All Conversions for non-purchase goals

Video campaigns: Use CPV to compare video ad efficiency

Brand impact: Use Cost per View-Through Conversion to value impression-only touchpoints

Google Efficiency: ROAS and Cost Efficiency Metrics for Google Ads