5 Underrated Google Ads Metrics to Improve Campaign Performance

What Are Google Ads Metrics?

Google Ads metrics are data points that measure how your campaigns perform. Think of them as the scorecard for your ads.

Key metrics to watch

For any Google Ads campaign, these KPIs (Key Performance Indicators) are essential:

• ROAS (Return on Ad Spend): How much revenue you earn for every dollar spent.
• CTR (Click-Through Rate): The percentage of users who click your ad after seeing it.
• Conversion Rate: How many clicks result in desired actions, like purchases or sign-ups.
• Cost Per Conversion: The average amount you spend to achieve one conversion.

Why go beyond the basics?

While metrics like CTR and CPC are essential, they only tell part of the story. To truly optimise your campaigns, you need to dig deeper. Hidden metrics provide insights that help you:

• Find where you’re losing potential clicks.
• Identify which ads resonate most with your audience.
• Gain an edge over competitors.

5 Undervalued Google Ads Metrics You Need to Know

Here are some of our go-to, lesser-known metrics we use to unlock new opportunities for clients.

1. Search Impression Share

This metric tells you how often your ads show up compared to the total available impressions. If your share is low, you might be missing out due to budget constraints or competition.

Tip: Focus on high-converting keywords with low impression share. Boost their budgets to capture untapped opportunities.

2. Auction Insights

Ever wonder how you stack up against your competitors? Auction Insights show how often you appear alongside rivals and whether you’re outranking them.

Tip: Use this data to refine your bidding strategy and beat out competitors in key ad slots.

3. Quality Score Components

Google’s Quality Score breaks down into three factors: expected CTR, ad relevance, and landing page experience. Low scores mean higher costs and fewer clicks.

Tip: Check which component is lagging and fix it. If your landing page is the issue, consider speeding it up or making it more relevant to your ad copy.

4. View-Through Conversions

Not everyone clicks an ad the first time they see it. View-through conversions track people who see your ad, don’t click, but later take action on your website.

Tip: Use this metric to measure the effectiveness of awareness campaigns, especially for display ads.

5. Top vs. Other Impression Share

This metric shows how often your ad appears at the top of the search results versus elsewhere. Ads in higher positions generally drive more clicks.

Tip: If your ads aren’t at the top but are converting well, consider increasing your bids to improve placement.

How to Review and Improve Your Google Ad Campaigns

Whichever Google Ad metrics you choose to track, here are three tips to keep in mind.

1. Segment Your Data: Break results down by device, location, and audience to spot trends.
2. Set Benchmarks: Know what’s "good" for your industry. For example, a CTR of 2–5% is standard in many industries.
3. Customise Your Columns: Create custom columns to track metrics specific to your goals, like profit margins or customer lifetime value.