Data Source: Google Ads
Metrics: 7
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
- Google All Conversions ROAS = All Conversions Value ÷ Spend
- Google Cost per All Conversions = Spend ÷ All Conversions
- 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