Glossary of Pay Per Click Terms

# of conversions: A conversion is counted when an ad click leads directly to a user taking an action on your site. Multiple conversions from a single ad click are counted only as one conversion.

Average value: The total value of all conversions divided by the total number of conversions.

Code snippet: A small piece of HTML and JavaScript code that is inserted into the conversion completion page of your website (the Thank you for your purchase/sign-up/visit page).

Conversion: When a user completes a desired action on your site, such as a purchase or request for information. A conversion is the desired end result from a user visiting your site.

Conversion page: The page on your site that is displayed to confirm the completion of a desired action -- this is generally the Thank you for your purchase/sign-up/visit page.

Conversion types: The type (purchase/sale, signup, page view lead or self-defined/customised) recorded in the generated code, allowing you greater specificity in your conversion statistics.

Conversion rate: The number of conversions divided by the number of eligible ad clicks.Conversions are only counted on Google and some of our ad network sites. The conversion rate iis adjusted to reflect only the ad clicks on which we can track conversions.

Cost / Conversion: The total cost divided by the total number of conversions. This statistic gives you the amount spent per conversion. Conversions are counted only on Google and some of our ad network sites. The cost-per-conversion is adjusted to reflect only the cost of ad clicks on which we can track conversions.

Cost / Transaction: The total cost divided by the total number of transactions. This statistic gives you the average amount spent per transaction. Transactions are counted only for conversions from Google and some of our ad network sites. The cost-per-transaction is adjusted to reflect only the cost of ad clicks on which we can track conversions.

Total value: The total value generated by conversions of a specific tracking type, or tracking label. (Advanced option only.)

Transaction: A single occurrence of a conversion event. Multiple transactions can occur after a user clicks on your ad. For example, if a user clicks on your ad and makes two separate purchases on your site worth GBP£11 and GBP£12, you will see a report for one conversion from the ad, two purchase transactions and a total value of GBP£23. You can also consider a transaction a lead generation if a visitor fills out a form and provides particular information that your business finds valuable.
Value / Click: The conversion value generated per click. For example: Value / Click = Total value (total_value) / Total number of ad clicks (num_clicks). Conversions are only counted on Google and some of our ad network sites. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions. (Advanced option only.)

Value / Cost: Total value divided by total cost for all ad clicks. If you have entered in your revenue or profit value, this statistic will be equal to your ROI. For example: Value / Cost = Total conversion value (total_value) / Total cost (total_cost). Conversions are only counted on Google and some of our ad network sites. The value-per-cost is adjusted to reflect only the cost of ad clicks leading to conversions. (Advanced option only.)

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Glossary of pay per click terms