About columns in your statistics table

Columns in your statistics tables provide a variety of information about your account. Your column choices vary depending on which statistics table that you're viewing. You can choose columns you'd like to see, and rearrange and save them in the order that you prefer. This means you can have all of the data that’s most important to you available at-a-glance in your statistics table.

This article provides an overview of common columns and columns that are only available when you’re viewing a certain set of data.

Tip

It’s possible to compare performance across date ranges and see those results inside the columns in your statistics table. Learn how to compare performance across two time periods.

Common columns

Certain columns can be found on almost every page in your Google Ads account.

Recommended columns

Google Ads may sometimes recommend columns to add to your statistics tables based on your campaign’s settings. These columns are selected based on various factors, such as conversions, targeting settings, bidding strategy and more. You can add and remove recommended columns as you want, or have the campaign opt out of the feature altogether. To learn more, see Add or remove recommended columns in your statistics table.
Status column

The "Status" column on the "Campaigns" and "Ad groups" page shows information about the current state of individual campaigns or ad groups, and whether they're paused, removed, limited by budget or other states.

  • On the 'Ads & extensions' page, the 'Status' column shows you whether or not your ad is running and, if not, whether it is paused, removed or disapproved.
  • On the "Keywords" page, it shows you whether each keyword is eligible to trigger ads, or whether the campaign or ad it falls under is marked as paused, removed, disapproved or another status.

Get more information about campaign, ad group, ad and keyword statuses.

Performance columns

 When you’re viewing your statistics table, you may see the following Performance columns by default:

  • Clicks – When someone clicks your ad, such as on the blue headline of a text ad, we count that as a click.
  • Impressions – An impression is counted each time your ad is shown on a search results page or other site on the Google Network. “Impressions” is abbreviated as “Impr.”
  • CTR – A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing.
  • Avg. CPC – The amount paid for your ads divided by your total clicks. 
  • Avg. CPM – The average amount that you've been charged per 1,000 views of your ad (if you're using CPM bidding).
  • Cost – Cost is the total spend for all interactions, such as clicks for text ads and views for video ads.

Cross-campaign performance columns

When you're looking at multiple campaign types simultaneously, you'll see additional cross-campaign reporting columns: “Interactions”, “Interaction rate” and “Average cost”. These columns report the key metrics relevant to each campaign type, which can help you measure at a glance how effectively your ads are meeting your advertising goals. For example, the “Interactions” column will show you the number of clicks for a Search campaign, the number of video views for a video campaign and so on. Find out more about interactions.

Conversion columns

If you've set up Conversion Tracking on your website, then these columns can give you insights into your conversion performance. Hover over the questions mark Question mark at the top of each column for a definition.

Attribution columns

These columns can help you to understand the role that your keywords play in the Google.co.uk searches leading up to a conversion. Often, the 'last click' before a conversion gets all the credit because that's the click that leads directly to the sale, acquisition or sign-up that you're trying to get. But there are also helper keywords that might have guided your customers towards that conversion along the way. The assisted-conversion data from Attribution reports can give you a more complete picture of the value of your individual keywords when it comes to generating conversions. As with the conversions columns, you'll need to have conversion tracking set up on your website to view assisted-conversion data.

Attributes columns

When you’re viewing your statistics table, you may see the following Attributes columns by default:
  • Bid strategy type: The name of the bid strategy that’s managing bids for your keywords, ad groups or campaigns. For example, if your campaign is using manual CPC bidding, then you'll see "CPC" in this column. Or, if your campaign is using automatic bidding, then you'll see 'Auto' in this column. You might also see "(enhanced)", which means that Google Ads is adjusting your Max. CPC bid to achieve your goal, such as maximising conversions.
  • Bid strategy: This is the automated portfolio bid strategy that's managing bids for your keywords, ad groups or campaigns. Note that in this column, you'll see the name that you created for the flexible bid strategy. If you aren't using a flexible bid strategy, then you'll see a dash "-".

Call details columns

These columns provide reporting for calls from ads showing a Google forwarding phone number on desktops/laptops, tablets and high-end mobile devices. You can find these columns on the "Ad Groups" and "Campaigns" pages. Find out which statistics are available in the Call details columns.

Message details columns

These columns provide detailed reporting information for messages that result from ads showing with a message extension and a Google forwarding phone number. You can find these columns on the 'Ad Groups', 'Campaigns', 'Ads' and 'Keywords' pages. Find out which statistics are available and learn more About message reporting.

Columns that appear only on certain pages

Some columns can only be found on certain Google Ads account pages. Here's what they can tell you about your performance:

% active (Shopping only)

The '% active' column shows you the current number of active products in your product group divided by the current number of products submitted for that product group. You can use this column to help you understand how your product data and your campaign settings affect the performance of your product group.

What it means

To be active, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.

 

If a product isn't active, it isn't available to be shown and you might be losing traffic.

Example

If your product group has been set to "Excluded", then 0% of your products are active. This means that none of your products can be shown.

Troubleshooting

You can use the "Product status" column on the "Products" page to understand why an individual product is inactive. Here are a few of the common reasons and what you can do.

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
% approved (Shopping only)

The '% approved' column shows you the current number of approved products in your product group divided by the current number of products submitted for that product group. You can use this column to help you to understand how your product data affects the performance of your product group.

What it means

To be approved, a product needs to have been approved in your Merchant Centre account. An approved product meets our policy and data quality requirements.

If a product isn't approved, it isn't available to be shown and you might be losing traffic.

Example

If your product group has 80 products submitted and 60 have been approved, then 75% of your products have been approved. This means that 25% of your products aren't able to be shown.

Troubleshooting

There are a few reasons why you might have disapproved products. You can check your product's status in a few places to understand why the product is disapproved:

% ready to serve (Shopping only)

'% ready to serve' is the current number of products that are ready to serve in your product group divided by the current number of products submitted for that product group. You can use this column to help you to understand how your product data and your campaign settings affect the performance of your product group.

What it means

To be ready to serve, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.
  • Product is ready to serve. The product is in stock.

 

If a product isn't ready to serve, it isn't available to be shown and you might be losing traffic. Ready-to-serve products are eligible to participate in the ad auction, but aren't guaranteed to receive impressions or clicks. If a product is ready to serve but it's not receiving impressions, it might be because the bid is too low, the budget is restricted or very few user searches can be matched. If there are few user searches that can be matched, consider adding more detail to your product title and description.

Example

If your product group has 10 products submitted but four products are out of stock, then 60% of your products will be ready to serve. This means that 40% of your products won't be shown in ads.

Troubleshooting

You can use the "Product status" column on the "Products" page to understand why an individual product isn't ready to serve. Here are a few of the common reasons and what you can do.

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
  • Your product is out of stock. You provide your product's availability using the availability attribute in your product data. If your product's availability is set to out of stock, that product won't be ready to serve. When the product is ready to buy, make sure that you update the product's attribute to show that it's now in stock. Learn more about the availability attribute.
% Served

This column indicates the percentage of time that your ad has been shown in relation to the rest of the active ads within the same ad group. This column is available on the "Ads & extensions" page only.

Tip

When you're comparing % served between two ads, make sure that you adjust your date range to a period of time when both ads were running to produce an accurate comparison.

It's normal for the ad served percentage or the number of impressions accrued for each ad in your ad group to be different. The following factors influence how often a given ad appears:

  • Ad Rotation

    By default, all campaigns are set to optimised ad serving. This means that if one ad has a higher click-through rate (CTR), then it will show more frequently than the other ads in your ad group. This system automatically favours better-performing ads that drive more traffic to your website.

    You can opt out of optimised ad serving if you'd like the Google Ads system to rotate your ads fairly evenly. If you do so, then please note that your ads may still accrue different ad served percentages or numbers of impressions. This is because the Google Ads system considers an ad's Quality Score when ranking it on a search result page. An ad with a high Quality Score may appear on the first page of search results, where it accrues an impression every time that it's served. On the other hand, an ad with a low Quality score might appear on the second page of search results, where it will only accrue an impression if the user clicks through to that page.

  • Time

    If an ad has been created late in the day, it will have a lower ad served percentage at the end of the day than the existing ads. This difference will decrease over time.

  • Approval status

    If an ad has yet to be reviewed and approved, then it'll only be displayed on Google. If it isn't yet generating impressions on the Google Network, then an ad will have a lower ad served percentage.

Active bid adj.

Your active bid adjustment is the type of bid adjustment that you've set. If you've set a mobile bid adjustment, for example, then you'll see "Device". You can increase or decrease your bids to bid more or less competitively across devices, locations, the time of day and more. Bid adjustments give you more control over when and where your ad is shown.

Ad ID

This is the individual ID number of your ad.

Ad type

This column indicates the type of ad that you're running: text, image, mobile or video.

Bid simulator

These columns estimate how various bid changes might affect your weekly Search Network traffic. Estimates are generally refreshed once a day, and reflect the last seven days of activity in your account from the day on which they're calculated (up to seven days ago). Bid simulator columns are available at the keyword level, and at the campaign level for device bid adjustments. See the sections below for information on each.

A “--” in the column means there hasn’t been enough data to produce an estimate over the last seven days.

Note that the bid simulator columns provide estimates showing how alternative bids might have affected your ad performance in the past. They aren't meant to serve as predictions or guarantees of future ad performance. These columns won’t produce estimates for campaigns that use automatic CPC bidding or Target CPA, or for campaigns that spend their entire daily budget on a regular basis.

Keyword bid simulator columns

The columns for bid simulators with Search Network and Display Network campaigns are available on the "Keywords" page.

The 'Base Max. CPC” column lists the bids that Google Ads used to create click and cost estimates for the other bid simulator columns. Please refer to it instead of the 'Max. CPC bid' column when evaluating bid simulator results. Your current Max. CPC bid may have changed since Google Ads made the estimates.

Campaign-level device bid adjustment columns

You can also see bid simulator columns for device bid adjustments at the campaign level. You can find these columns in the Devices tab in the Settings tab.

The “Base bid adj.” column lists the bid adjustment that Google Ads used to create the estimates for the other bid simulator columns. Refer to this column when evaluating the bid simulator results. Your current bid adjustment may have changed since Google Ads made the estimates.

The estimates in these bid simulator columns assume that all ad group-level bid adjustments have been removed.

Find out more about bid simulators.

Click share

'Click share' is the clicks that you've received on the Search Network divided by the estimated maximum number of clicks that you could have received.

The maximum number of clicks that you can receive depends on the prominence of your ads and the number of ads that you show for a search query. These two factors are influenced by several other factors, including your bid and the overall quality and relevance of your ads.

This column is available on the "Product groups" page. Find out more about click share.

Cost

This column shows the total costs that a campaign has accrued during the time frame you selected.

This column is available on the 'Campaigns' page only.

Default Max. CPC

Your default maximum cost per click (Max. CPC) is the highest amount that you're willing to pay for a click. Your default Max. CPC bid is set at the ad group level, but you can override it by setting specific Max. CPCs for individual keywords. Note that you won't pay more than your Max. CPC, and often you'll pay less. You can see the average amount that you pay for clicks in the "Avg. CPC" column.

You might see an "auto" or "(enhanced)" label next to your bids. Here's what these mean:

  • Auto: This means that Google Ads is automatically setting the bid that you see in this column. You might see 'Auto' if your campaign is using automatic bidding or the target ROAS portfolio bid strategy, for example. Note: These bid amounts can't be edited.
  • Enhanced: This means that the Google Ads system is adjusting the bid shown on an auction-by-auction basis to achieve the goal of the bidding strategy that you're using, like maximising conversions for Enhanced CPC or maximising conversion value for target ROAS. Note that for each keyword in this ad group that's using the default bid, Google Ads tries to set bids to roughly average the bid shown.

Bear in mind that the bids for some bidding strategies, such as target ROAS, can be both automatically set and enhanced. If you're using target ROAS, then the bid shown isn't used for Display Network auctions.

The 'Default Max. CPC' column is available on the 'Ad groups' page only.

Effective max. CPC (Shopping only)

In Shopping campaigns, you use product groups to set bids on your products. You can check the bid for each product by using the "Effective max. CPC" column on the "Products" page. Effective max. CPC is the bid that's used in the ad auction to rank your products. It's the highest bid for an individual product in the campaign or ad group you selected, even taking campaign priorities into account.

What it means

Your effective maximum cost per click is the most that you're willing to bid on an individual product in your ad group. If a product is excluded or if the campaign or ad groups is not enabled, you'll see "--" instead of a Max. CPC bid amount.

The value you see doesn't include the following campaign settings:

  • Bid adjustments. This means that you might bid higher based on the bid adjustments that you've set. For example, if you placed a mobile bid adjustment of 300%, then your effective Max. CPC of £1.00 could increase to £3.00 when bidding for mobile ads. Find out more about bid adjustments

Example

You have a "Shoes" campaign with the product "Fast Trainers" in two ad groups. One ad group uses a Max. CPC bid of £1.20 for "Fast Trainers", while the other ad group uses a bid of £3.00. When you look at "Fast Trainers" in the campaign's "Products" page, you'll see an effective max. CPC of £3.00, since that's the most you're willing to bid across all the ad groups that contain "Fast Trainers".

Est. first page bid / Est. top of page bid / Est. first position bid

The "Est. first page bid", "Est. top of page bid" and "Est. first position bid" metrics approximate the cost-per-click (CPC) bid needed for your ad to reach the first page, top of the page, or first ad position of Google search results, respectively, when a search term exactly matches your keyword. The estimates are based on the Quality Score and current advertiser competition for that keyword.

In rare cases, the "Est. top of page bid" and the "Est. first position bid" may exceed £100 and be denoted as >=£100. When viewing "Est. top of page bid" and "Est. first position bid" in other currencies, you may see a similar annotation for the equivalent of £100 in your preferred currency.

Note that these estimates aren't a guarantee of placement. Ad position is influenced by many factors, including other advertiser activity, search user activity, account settings and account activity such as budget changes. For all of these reasons, your ad may not be shown on the first page or at the top of the page, even if you meet the estimates.

These columns are available on the "Keywords" page only.

Final URL

This column can be found on the "Keywords" page, among others. If you set a keyword-level final URL, it will take priority over the final URL that you set for each ad. Let's say that you choose the following:

  • Ad Final URL: www.example.com
  • Keyword final URL: www.example.com/fruits

If your ad is triggered by the keyword "apple", then the ad will use "www.example.com/fruits" instead of "www.example.com" as its final URL.

Image URL

If you've chosen to run image ads on the Display Network, then the images will be stored on Google's servers and referenced from this URL.

Impression share / Lost IS (rank) / Lost IS (budget) / Exact match IS

Impression share is the percentage of impressions that you received divided by the estimated number of impressions that you were eligible to receive.  Eligibility is based on your current ads' targeting settings, approval statuses, bids and Quality Scores. Get more details on impression share, Lost IS and Exact match IS.

This column is available on the "Campaigns" and "Ad groups" pages.

Invalid clicks/Invalid click rate

These columns indicate the number and percentage of clicks that were classified as invalid and automatically filtered from your account. You aren't charged for these clicks and they don't affect your account statistics. Find out more about invalid clicks.

This column is available on the 'Campaigns' page only.

Match Type

For campaigns targeting the Google Search Network, you can use the following keyword match types: broad match, phrase match, or exact match. These keyword matching options help you control who sees your ads. You might see more ad impressions, clicks and conversions with some match types, or fewer impressions and narrower targeting with others. The "Match type" column indicates which setting you chose for each keyword, and allows you to change the setting. This column is located on the "Keywords" page. Learn more about keyword match types.

Additional match type metrics are also available in Google Ads:

Search terms match type segment: See your keyword data segmented by 'search terms match type', which are search terms that triggered your ad grouped into broad match, phrase match and exact match. This allows you to compare statistics such as the clicks, impressions, click-through rates (CTRs) or conversion rates for the search terms that triggered your ad. Use this segmentation option to identify which keywords are driving the best performance for a particular match type.

'Match type' column in the search terms report: This column in your search terms report tells you which match type allowed the user to see your ad when they searched on a particular term. Use this information to improve your keyword list.

Max. CPC

Your maximum cost per click (Max. CPC) is the highest amount that you're willing to pay for a click. You can set specific Max. CPCs for individual keywords if you want to set higher or lower bids for individual keywords, based on their performance. Note that you won't pay more than your Max. CPC, and often you'll pay less. You can see the average amount that you pay for clicks in the "Avg. CPC" column.

You might see an "auto" or "(enhanced)" label next to your bids. Here's what these mean:

  • Auto: This means that Google Ads is automatically setting the bid that you see in this column. You might see 'Auto' if your campaign is using automatic bidding or the target ROAS flexible bid strategy, for example. Note: These bid amounts can't be edited.
  • Enhanced: This means that the Google Ads system is adjusting the bid shown on an auction-by-auction basis to achieve the goal of the bidding strategy that you're using, like maximising conversions for Enhanced CPC or maximising conversion value for target ROAS. Note that for each keyword in this ad group that's using the default bid, Google Ads tries to set bids to roughly average the bid shown.

Bear in mind that the bids for some bidding strategies, such as target ROAS, can be both automatically set and enhanced. If you're using target ROAS, then the bid shown isn't used for Display Network auctions.

The 'Max. CPC' column is only available on the 'Product groups', 'Keywords' and 'Dynamic ad targets' pages.

Mobile-friendly click rate

'Mobile-friendly click rate' is the percentage of mobile clicks that go to a page that's deemed mobile friendly by the Google Mobile-Friendly Test. This column is available in the Landing page tab.

If a landing page hasn’t been analysed yet or we don’t have enough data, this column will show “--”.

Your mobile-friendly data may be up to 14 days old. If you've made recent updates to one of your pages, you should wait up to 14 days for those changes to be reflected in your mobile-friendly click rate.

Product status (Shopping only)

The 'Product status' column shows you the current status of an individual product in your campaign. This column can help you to understand whether your product is ready to serve.

What it means

Here are the statuses that can appear for a product and what you can do:

  • Disapproved: Your product has been disapproved in your Merchant Centre account. When your product has been disapproved, it won't be available in your Shopping campaign. You'll see the reason for the disapproval in the product status column. If you click on the speech bubble (Ad disapproval bubble), you can see a more detailed explanation for a disapproval and what you can do to fix it. Remember that you can always check the status of your product in the Merchant Centre to understand why the product has been disapproved. Learn more about the product statuses in Merchant Center.
  • Inactive: Your product is in a campaign that's not active. This can happen for a few reasons. The campaign could be paused or removed. The product group's Max. CPC value may have been set to "Excluded".
  • Not ready to serve: Your product is out of stock. You provide your product's availability using the 'availability' attribute in your product data. If your product's availability is set to 'out of stock', then that product won't be ready to serve. When the product is ready to buy, make sure that you update the product's attribute to show that it's now in stock. Learn more about the availability attribute.
  • Ready to serve: Your product is eligible to participate in the ad auction. Ready-to-serve products aren't guaranteed to receive impressions or clicks. If a product is ready to serve but it's not receiving impressions, it might be because the bid is too low, the budget is restricted or very few user searches can be matched. If there are few user searches that can be matched, consider adding more detail to your product title and description.

Example

In your 'Shoes' campaign, your product 'Fast Trainers' has a product status of 'Disapproved'. This means that the product isn't eligible to participate in the ad auction and you'll need to troubleshoot the issue to get the product 'Ready to serve'.

Troubleshooting

If your product's status isn't shown as "Ready to serve", an ad for that product won't be able to appear to potential customers. You can use the status information above to understand why the status is appearing and what you can do to fix it.

Products active (Shopping only)

This column shows you the number of products in your product group that are currently active.

What it means

To be active, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.

If a product isn't active, it isn't available to be shown and you might be losing traffic.

Example

If your product group is excluded, 0 of your products are active.

Troubleshooting

You can use this column together with the "% active" column to understand how many of your submitted products have an active bid. If you expected a higher number of active products, consider reviewing your product data or campaign settings for these reasons:

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
Products approved (Shopping only)

This column shows you the number of products in your product group that are currently approved in Merchant Center.

What it means

To be counted as approved, a product needs to be approved in your Merchant Centre account. An approved product meets our policy and data quality requirements.

The requirements a product must meet to be active

If a product isn't approved, it isn't available to be shown and you might be losing traffic.

Example

If your product group contains 80 products but 20 products are disapproved, then you'll see 60 products in the "products approved" column.

Troubleshooting

You can use this column together with the "% approved" column to understand how many of your submitted products have been approved in the Merchant Centre. If you expected a higher number of approved products, then consider troubleshooting your product data. You can check your product's status in a few places to understand why the product is disapproved:

Products ready to serve (Shopping only)

This column shows you the number of products in your product group that are ready to serve and eligible to participate in the ad auction.

What it means

To be ready to serve, a product needs to meet these requirements:

  • Product is approved in your Merchant Center account.
  • Product is active. The product's campaign and ad group are enabled and its product group is not excluded.
  • Product is ready to serve. The product is in stock.

 

If a product isn't ready to serve, it isn't available to be shown and you might be losing traffic. Ready-to-serve products are eligible to participate in the ad auction, but aren't guaranteed to receive impressions or clicks. If a product is ready to serve but it's not receiving impressions, it might be because the bid is too low, the budget is restricted or very few user searches can be matched. If there are few user searches that can be matched, consider adding more detail to your product title and description.

Example

If your product group has 10 products submitted but four products are out of stock, then six of your products are ready to serve.

Troubleshooting

You can use this column together with the "% ready to serve" column to understand how many of your submitted products are ready to serve. If you expected a higher number of ready-to-serve products, then consider reviewing your product data or campaign settings for these reasons:

  • Your product is disapproved in your Merchant Center account. When your products are disapproved, they won't be available in your Shopping campaign. You can check your product's status in a few places to understand why the product is disapproved:

  • Your product is approved but inactive. This can happen for a few reasons. The campaign or ad group could be paused or removed. The product group's max. CPC value may have been set to "Excluded".
  • Your product is out of stock. You provide your product's availability using the availability attribute in your product data. If your product's availability is set to out of stock, that product won't be ready to serve. When the product is ready to buy, make sure that you update the product's attribute to show that it's now in stock. Learn more about the availability attribute.
Products submitted (Shopping only)

This column shows you the number of products in your product group that are currently submitted in your Merchant Center account.

What it means

To be counted as submitted, a product needs to have been added in your Merchant Centre account using product data. A product that's expired in your Merchant Centre account isn't counted as submitted. Find out about how to create and submit product data.

If a product hasn't been submitted, then it isn't available to be shown.

Example

You sell shoes and carry a line of 20 different trainers. You've already created product data for these 20 trainers and submitted it through the Merchant Center. As a result, you can currently see 20 products submitted in your Google Ads account. However, your business just started carrying a new line of 10 trainers in addition to the previous 20. After you prepare the product data for the new shoes and submit them to Merchant Center, you'll have 30 products submitted.

Troubleshooting

If you expected a higher number of submitted products, make sure that you've submitted product data for any missing products. Find out about how to create and submit product data.

You can use this column together with other Shopping campaign columns to understand the performance of your campaigns. Other columns you may want to use include the following:

  • products approved
  • products active
  • products ready to serve
  • % approved
  • % active
  • % ready to serve
Quality Score

This column shows your keyword's Quality Score, which is a measurement of how relevant and useful your ads and landing page are to a person seeing your ad.

This column is available on the "Keywords" page.

Relative CTR

Relative CTR is a measure of how your ads are performing on the Display Network compared with other advertisers' ads appearing on the same websites.

We calculate Relative CTR by dividing your click-through rate by the average click-through rate of all the advertisers on the placements where your ads are shown. Because this is a competitive metric, it's not static. It will change based on the websites on which your ad appears, and what other advertisers do.

Example

Let's say that an advertiser who sells digital cameras is getting a Display Network CTR of 0.05%. The advertiser is appearing on a single page about photography on the Display Network with three other advertisers. The other advertisers are getting CTRs of 0.005%.

The first advertiser is getting a CTR that is 10 x larger than the competitors' CTR (0.05%/0.005% = 10). Because people are more interested in this advertiser's products, this advertiser has a very high Relative CTR (10).

 

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