PPC Analytics and Performance Reporting Flashcards
6 cards from real PPC practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 6 PPC Analytics and Performance Reporting flashcards as text
What is the 'auction insights' report in Google Ads used for?
Answer: Comparing an advertiser's performance metrics against competitors who appeared in the same auctions
Auction Insights shows comparative data — like impression share, overlap rate, and position above rate — against other advertisers competing in the same auctions.
What does 'average position' metric in Google Ads historically represent, and why was it deprecated?
Answer: It showed average rank among ads but was replaced by more precise top-of-page and absolute top impression share metrics
Average position indicated the typical ad rank but couldn't reflect whether the ad appeared above organic results; Google replaced it with impression share metrics that directly measure on-page visibility.
What is 'cost per conversion' (CPA) metric in Google Ads reporting?
Answer: Total ad spend divided by the number of conversions, showing how much each conversion cost
Cost per conversion (or actual CPA) is calculated as Total Spend ÷ Total Conversions, providing a clear measure of acquisition cost per successful action.
What is the purpose of linking Google Ads with Google Analytics 4?
Answer: To import GA4 conversion data, audiences, and site engagement metrics into Google Ads for better optimization
Linking the two platforms enables Google Ads to use GA4's richer behavioral data for audience building, conversion imports, and more complete attribution reporting.
What does 'impression share' metric measure in Google Ads campaigns?
Answer: The percentage of eligible impressions a campaign actually received compared to the total it could have received
Impression share = Impressions received ÷ Total eligible impressions × 100, revealing how often ads appear relative to how often they could have appeared.
What is a 'benchmark' in PPC reporting and why is it useful?
Answer: An industry or historical average used to evaluate whether current performance is above or below expectations
Benchmarks provide context — comparing a campaign's CTR or CPA against industry averages or past performance helps identify whether results are genuinely good or need improvement.