Free tool · Marketing Report Translator
What do the numbers in my report mean?
Find out what the numbers in your ad report mean, in plain words.
Have ready: your ad report for one month, from your ad account.
Your report
What you type in this tool stays in your browser.
See an example
| What you enter | Value |
|---|---|
| Times your ad was shown | 1,000 |
| Clicks | 100 |
| Ad spend | $200 |
| Actions your report counted | 3 |
| What you get | Value |
|---|---|
| Click rate (CTR) | 10% (100 divided by 1,000) |
| Average cost per click (CPC) | $2 ($200 divided by 100) |
| Ad spend per counted action (CPA) | $66.67 ($200 divided by 3) |
Use this example to see how it works. Then use your own numbers.
What this means
Out of 1,000 times the ad was shown, people clicked 100 times, and each click cost $2 on average. The 3 is what your report counted. It is not the number of real customers.
Details: what this tool can’t do, and how we handle your information
What it can’t do
- The tool does not look at your account, find causes or give a score.
- Compare with an earlier period only if it was measured the same way. If the earlier number was zero, the percent change is not available.
- Each row of a spreadsheet is explained on its own. The tool does not add up rows that overlap.
Your information
Your numbers and any spreadsheet file stay in your browser. The tool does not upload your file. Do not enter personal details. Copy, print or download only when you choose to. This describes how the tool itself works. Other scripts on this website have their own privacy rules.
Questions
Why is cost per action different from cost per customer?
Cost per action uses the action your report counts and your ad spend. Cost per customer needs your own count of customers and a matching set of costs.
Does a lower cost per click mean it got better?
It means each click cost less on average. You still need proof that the right people called and bought.
Why can an action count have a decimal, like 2.5?
Some ad sites split credit for one action across several ads. The tool keeps your report’s number as it is and does not call it a count of customers.
What to try next
- Marketing Results Calculator →
See what your marketing cost and what it brought in.
- Search-Term Review →
Review the Google searches you paid for.
Want the thinking behind it? Read the guide: What should a marketing report tell you? →