Google Grants Ongoing Management Guide - Manual (Page 6)

6
Understanding account statistics
By now, you may be looking around in your account at all the information
available, but having trouble understanding what it all means. Where should you
start to make sense of it all?
A good place to start is to look at statistics for ʻAll Online Campaigns.ʼ To do so,
please click the ʻCampaignsʼ tab and then click the ʻAll Online Campaignsʼ option
in the left pane. Set the date range to the time frame of your choice. Weʼd
recommend a minimum of ʻLast Two Weeksʼ if your campaign has been running
for some time. Hereʼs a rundown of the statistics youʼll see:
Clicks:
The ʻClicksʼ column tells you how many users have visited your website by
clicking on your ad on Google.com.
Impr.:
ʻImpr.ʼ stands for ʻimpressions,ʼ which are the number of times your ad has been
shown on Google.com. The impressions column refers to the number of
impressions your ad has received in your given date range.
CTR:
The ʻCTRʼ column refers to the clickthrough rate (CTR) of your ads. CTR is
calculated by dividing the number of clicks your ad receives by the number of
times your ad has been shown (i.e., the number of impressions youʼve received)
on Google.com. This data indicates the percentage of people who saw your ad
on Google.com and clicked through to your website. A high clickthrough rate is a
good thing, since it means that people are finding your ad relevant to their
search.