PPC metrics for Search and Shopping campaigns, navigating the performance of image

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You know click-through rate (CTR) and cost-per-click (CPC) as key performance metrics, but do you know interaction rate or cost per engagement?

In Google Ads, a "click" is a paid click to your website. When someone clicks on your search or display ad, they go to your website, and you pay Google for that click.

However, an "interaction" is any paid click in ig data Google Ads, even if that click doesn't take the user to your website. For example, if someone clicks on an ad in Gmail, they "open" the email - it DOES NOT take the user to your website. The user would have to read the email and then, if they choose to, click on the call-to-action button to get to your website.

For this reason, opening Gmail is an “interaction,” but not a “click.” Gmail is one of three Discovery locations, so you’ll want to check your interactions, engagement rate, and cost per engagement, as well as clicks, click-through rate, and cost per click.

And then there are "engagements," where a user completes a valuable action that's neither a click nor an interaction. For example, watching 10 seconds of your video counts as an engagement, but remember that you don't pay until someone has watched at least 30 seconds of your video or until the end of the video, whichever comes first.