Which statistic indicates how often a click has led to a conversion?
Clickthrough rate (CTR)
Conversion metrics are adjusted to reflect only the ad clicks that could have led to conversions
Read more here: //support.google.com/adwords/answer/3419241?hl=en
This article explains what conversion values are, the benefits of using them, and how they are reported. To set or edit conversion values or to change the currency in which your conversion values are reported, follow the steps in the article Set conversion values.
Not all conversions are equal — some are worth more to your business than others. If you assign values to your conversions, you’ll be able to see the total value driven by your advertising across different conversions, rather than simply the number of conversions that have happened. And you’ll be able to identify and focus on high-value conversions.
When you use conversion tracking, you can assign the same value to all conversions of a certain action or let each conversion have different values (transaction-specific).
Conversion values help you track and optimize your campaigns’ return on investment (ROI).
You can use the target return on ad spend (ROAS) bid strategy to help maximize your conversion value while averaging your target return on ad spend.
Here are some other benefits of using conversion values:
- Better insight: You can measure the total conversion value generated by your campaigns’ conversions. This also helps you track your campaigns’ ROI by using the “Conversion value/cost” column. You can use this data to identify keywords, ad groups, and campaigns that show a high or low return on investment and manually change bids, budgets, and targeting.
- Smarter bidding: Once you set up conversion values, you can use the target return on ad spend (ROAS) bid strategy. Automated bid strategies automatically set bids to optimize for your performance goals across specific campaigns, ad groups, and keywords. With target ROAS, AdWords will set maximum cost-per-click (max. CPC) bids to maximize your conversion value, while trying to achieve an average return on ad spend (ROAS) equal to your target.
Which statistic indicates how often a click has led to a conversion
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