Google Ads Metric
Paid Advertising
Search term analysis examines the actual search queries that trigger your Google Ads, comparing them against your targeted keywords. It identifies high-performing search terms worth promoting, irrelevant queries worth excluding, and emerging search patterns that reveal new opportunities.
Google AdsPaid AdvertisingSearch Term Analysis
Search term analysis examines the actual search queries that trigger your Google Ads, comparing them against your targeted keywords. It identifies high-performing search terms worth promoting, irrelevant queries worth excluding, and emerging search patterns that reveal new opportunities.
Why search term analysis matters for Google Ads users
The keywords you bid on and the search terms users actually type are different things. Broad and phrase match keywords can trigger ads for queries you never intended to target. Some of these are valuable discoveries; others waste budget on irrelevant traffic.
Mapping search term performance into your metric tree connects actual user intent to conversion and revenue outcomes. This reveals whether your keyword strategy captures the right demand and identifies gaps between what you target and what converts.
Understand and act on search term analysis with KPI Tree
KPI Tree connects search term report data from your warehouse and maps query-level performance into your metric tree. Identify top-converting and top-wasting search terms.
Assign RACI ownership to your paid search specialist. Set alerts when high-spend non-converting search terms appear and track actions such as negative keyword additions, keyword promotions, and match type adjustments.
Get started with your Google Ads data
MCPPull metrics from Google Ads directly through the Model Context Protocol.
Connect your existing warehouse where Google Ads data already lands.
Our professional services team can build you turn-key AI foundations in a matter of weeks. Data warehouse on Snowflake/BigQuery, ELT with Fivetran, all modelled in dbt with a semantic layer.
Related Google Ads metrics
Keyword Performance Analysis
Paid AdvertisingMetric Definition
Keyword performance analysis evaluates how individual keywords and keyword themes perform across Google Ads campaigns. It examines click-through rates, conversion rates, cost per acquisition, and revenue attribution at the keyword level to identify your most and least profitable search terms.
Negative Keyword Analysis
Paid AdvertisingMetric Definition
Negative keyword analysis evaluates the effectiveness of your Google Ads negative keyword strategy in preventing ads from showing for irrelevant search queries. It measures wasted spend avoided, impression quality improvement, and the impact on overall conversion rates from excluding non-converting search terms.
Conversion Rate
Paid AdvertisingMetric Definition
Conversion Rate = (Conversions / Clicks) x 100
Conversion rate measures the percentage of Google Ads clicks that result in a defined conversion action - such as a purchase, signup, form submission, or phone call. It quantifies how effectively your ads and landing pages turn paid traffic into measurable business outcomes.
Cost per Click
Paid AdvertisingMetric Definition
Cost per Click = Total Ad Spend / Total Clicks
Cost per click measures the average amount paid for each click on a Google Ads advertisement. It reflects the competitive intensity of the keywords and audiences you target, the quality of your ads, and the effectiveness of your bidding strategy.
Click-Through Rate
Paid AdvertisingMetric Definition
Click-Through Rate = (Clicks / Impressions) x 100
Click-through rate measures the percentage of Google Ads impressions that result in a click. It indicates how relevant and compelling your ads are to the audience seeing them, serving as a primary signal of ad-audience alignment and creative effectiveness.
All Google Ads metrics
Ad Copy Testing AnalysisAd Frequency AnalysisAudience Segmentation AnalysisAverage PositionBid Strategy Performance AnalysisBudget Allocation AnalysisCampaign Attribution AnalysisClick-Through RateCompetitive AnalysisConversion RateCost per AcquisitionCost per ClickCross-Campaign Performance AnalysisCustomer Lifetime Value (Ads)Dayparting AnalysisDevice Performance AnalysisExtension Performance AnalysisGeographic Performance AnalysisImpression Share Lost to BudgetImpression ShareKeyword Performance AnalysisLanding Page Performance AnalysisNegative Keyword AnalysisQuality ScoreReturn on Ad SpendSeasonal Trend AnalysisEmpower your team to understand and act on Google Ads data
Map what drives your metrics, measure progress at any grain, prove what works statistically, and deliver personalised action plans to every team member.
