Are you ready to take your online advertising game to new heights? We’ve got an exciting treat for you! In Google Ads Formulas List blog post, we’ve compiled an exclusive collection of Google Ads formulas List that will empower you to navigate the platform like never before.

Whether you’re a seasoned marketer or just starting out, these formulas will unlock the true potential of Google Ads, helping you run highly effective campaigns and skyrocket your Return on Ad Spend (ROAS) and Return on Investment (ROI).

Get ready to dive deep into the intricacies of this powerful advertising tool and equip yourself with the knowledge you need to achieve exceptional results. Prepare to discover the secrets that will revolutionize your Google Ads strategy and propel your business towards unparalleled success!

## List of Google Ads Formulas (Part 1)

- Click-Through Rate (CTR) Formula: CTR = (Total Clicks / Total Impressions) * 100
- Conversion Rate (CR) Formula: CR = (Total Conversions / Total Clicks) * 100
- Cost Per Click (CPC) Formula: CPC = Total Cost / Total Clicks
- Cost Per Conversion (CPA) Formula: CPA = Total Cost / Total Conversions
- Return on Ad Spend (ROAS) Formula: ROAS = (Revenue Generated / Cost of Ads) * 100
- Average Position Formula: Average Position = Sum of Ad Positions / Total Ads
- Impressions Share Formula: Impressions Share = (Total Impressions / Total Eligible Impressions) * 100
- Quality Score Formula: Quality Score = Ad Relevance + Expected Click-Through Rate + Landing Page Experience
- Lifetime Value (LTV) Formula: LTV = Average Revenue Per Customer * Average Customer Lifespan
- Customer Acquisition Cost (CAC) Formula: CAC = Total Cost of Acquiring Customers / Total Number of Customers
- Return on Investment (ROI) Formula: ROI = (Revenue – Cost) / Cost * 100

Metric | Formula |
---|---|

Click-Through Rate (CTR) | CTR = (Total Clicks / Total Impressions) * 100 |

Conversion Rate (CR) | CR = (Total Conversions / Total Clicks) * 100 |

Cost Per Click (CPC) | CPC = Total Cost / Total Clicks |

Cost Per Conversion (CPA) | CPA = Total Cost / Total Conversions |

Return on Ad Spend (ROAS) | ROAS = (Revenue Generated / Cost of Ads) * 100 |

Average Position | Average Position = Sum of Ad Positions / Total Ads |

Impressions Share | Impressions Share = (Total Impressions / Total Eligible Impressions) * 100 |

Quality Score | Quality Score = Ad Relevance + Expected Click-Through Rate + Landing Page Experience |

Lifetime Value (LTV) | LTV = Average Revenue Per Customer * Average Customer Lifespan |

Customer Acquisition Cost (CAC) | CAC = Total Cost of Acquiring Customers / Total Number of Customers |

Return on Investment (ROI) | ROI = (Revenue – Cost) / Cost * 100 |

### Click-Through Rate (CTR) Formula

CTR measures the percentage of people who clicked on an ad after seeing it. The formula calculates CTR by dividing the total number of clicks by the total number of impressions and then multiplying it by 100 to express it as a percentage.

### Conversion Rate (CR) Formula

CR measures the percentage of users who completed a desired action (e.g., making a purchase) after clicking on an ad. The formula calculates CR by dividing the total number of conversions by the total number of clicks and then multiplying it by 100 to express it as a percentage.

### Cost Per Click (CPC) Formula

CPC represents the average cost incurred for each click on an ad. It is calculated by dividing the total cost of advertising by the total number of clicks.

### Cost Per Conversion (CPA) Formula

CPA measures the average cost of acquiring a conversion or desired action. It is calculated by dividing the total cost of advertising by the total number of conversions.

### Return on Ad Spend (ROAS) Formula

ROAS calculates the effectiveness of an advertising campaign by comparing the revenue generated to the cost of ads. The formula divides the revenue generated by the cost of ads and then multiplies it by 100 to express it as a percentage.

### Average Position Formula

Average Position calculates the average rank of an ad in search engine results. It is calculated by summing the positions of all ads and dividing it by the total number of ads.

### Impressions Share Formula

Impressions Share measures the percentage of times an ad was shown compared to the total number of eligible impressions. The formula divides the total number of impressions by the total number of eligible impressions and then multiplies it by 100 to express it as a percentage.

### Quality Score Formula

Quality Score is a metric used by search engines to assess the relevance and quality of ads and landing pages. It is calculated based on factors like ad relevance, expected click-through rate, and landing page experience. There is no specific formula provided by search engines, but these factors contribute to the overall Quality Score.

### Lifetime Value (LTV) Formula

LTV represents the predicted revenue generated by an average customer over their entire lifespan as a customer. It is calculated by multiplying the average revenue per customer by the average customer lifespan.

### Customer Acquisition Cost (CAC) Formula

CAC measures the average cost of acquiring a new customer. It is calculated by dividing the total cost of acquiring customers by the total number of customers acquired.

### Return on Investment (ROI) Formula

ROI evaluates the profitability of an investment by comparing the return (revenue) to the cost of the investment. The formula subtracts the cost from the revenue, divides it by the cost, and then multiplies it by 100 to express it as a percentage.

## List of Google Ads Formulas (Part 2)

- Cost Per Mille (CPM) Formula: CPM = (Total Cost / Total Impressions) * 1000
- Cost Per View (CPV) Formula: CPV = Total Cost / Total Views
- Average Cost Per Acquisition (Avg. CPA) Formula: Avg. CPA = Total Cost / Total Conversions
- Return on Investment (ROI) by Campaign Formula: ROI = (Revenue – Cost) / Cost * 100
- Return on Ad Spend (ROAS) by Campaign Formula: ROAS = (Revenue / Cost) * 100
- Average Order Value (AOV) Formula: AOV = Total Revenue / Total Number of Orders
- Customer Lifetime Value (CLV) Formula: CLV = Average Revenue Per Customer * Average Customer Lifespan
- Cost Per Thousand Impressions (CPM) Formula: CPM = Total Cost / (Total Impressions / 1000)
- Search Impression Share Formula: Search Impression Share = (Total Impressions / Total Eligible Impressions) * 100
- Search Lost IS (Budget) Formula: Search Lost IS (Budget) = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100
- Search Lost IS (Rank) Formula: Search Lost IS (Rank) = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100

Metric | Formula |
---|---|

Cost Per Mille (CPM) | CPM = (Total Cost / Total Impressions) * 1000 |

Cost Per View (CPV) | CPV = Total Cost / Total Views |

Average Cost Per Acquisition (Avg. CPA) | Avg. CPA = Total Cost / Total Conversions |

Return on Investment (ROI) by Campaign | ROI = (Revenue – Cost) / Cost * 100 |

Return on Ad Spend (ROAS) by Campaign | ROAS = (Revenue / Cost) * 100 |

Average Order Value (AOV) | AOV = Total Revenue / Total Number of Orders |

Customer Lifetime Value (CLV) | CLV = Average Revenue Per Customer * Average Customer Lifespan |

Cost Per Thousand Impressions (CPM) | CPM = Total Cost / (Total Impressions / 1000) |

Search Impression Share | Search Impression Share = (Total Impressions / Total Eligible Impressions) * 100 |

Search Lost IS (Budget) | Search Lost IS (Budget) = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100 |

Search Lost IS (Rank) | Search Lost IS (Rank) = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100 |

Note: These formulas are commonly used in digital marketing and advertising to measure and analyze various metrics and performance indicators.

### Cost Per Mille (CPM) Formula:

CPM represents the cost incurred for every thousand impressions of an ad. It is calculated by dividing the total cost of advertising by the total number of impressions and then multiplying it by 1000.

### Cost Per View (CPV) Formula:

CPV measures the average cost incurred for each view of an ad, often used in video advertising campaigns. It is calculated by dividing the total cost of advertising by the total number of views.

### Average Cost Per Acquisition (Avg. CPA) Formula:

Avg. CPA calculates the average cost of acquiring a conversion or desired action across multiple campaigns. It is calculated by dividing the total cost of advertising by the total number of conversions.

### Return on Investment (ROI) by Campaign Formula:

ROI by Campaign evaluates the return on investment specifically for a particular campaign. The formula subtracts the cost of the campaign from the revenue generated and then divides it by the cost of the campaign. The result is multiplied by 100 to express it as a percentage.

### Return on Ad Spend (ROAS) by Campaign Formula:

ROAS by Campaign calculates the return on ad spend for a specific campaign. The formula divides the revenue generated by the cost of the campaign and then multiplies it by 100 to express it as a percentage.

### Average Order Value (AOV) Formula:

AOV measures the average value of each order placed by customers. It is calculated by dividing the total revenue generated by the total number of orders.

### Customer Lifetime Value (CLV) Formula:

CLV represents the predicted revenue generated by an average customer over their entire lifespan as a customer. It is calculated by multiplying the average revenue per customer by the average customer lifespan.

### Cost Per Thousand Impressions (CPM) Formula:

CPM is an alternate representation of the cost incurred for every thousand impressions of an ad. It is calculated by dividing the total cost of advertising by the total number of impressions and then multiplying it by 1000.

### Search Impression Share Formula:

Search Impression Share measures the percentage of times an ad was shown compared to the total number of eligible impressions in search engine advertising. The formula divides the total number of impressions by the total number of eligible impressions and then multiplies it by 100 to express it as a percentage.

### Search Lost IS (Budget) Formula:

Search Lost IS (Budget) measures the percentage of lost impression share in search engine advertising due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total number of eligible impressions and then multiplies it by 100 to express it as a percentage.

### Search Lost IS (Rank) Formula:

Search Lost IS (Rank) measures the percentage of lost impression share in search engine advertising due to ranking factors. The formula divides the total lost impression share due to rank by the total number of eligible impressions and then multiplies it by 100 to express it as a percentage.

## Click Related Google Ads formulas List (Part 3)

- Click-Assisted Conversions Formula: Click-Assisted Conversions = Total Conversions with Clicks / Total Conversions
- View-Assisted Conversions Formula: View-Assisted Conversions = Total Conversions with Views / Total Conversions
- Average Click Position Formula: Average Click Position = Sum of Click Positions / Total Clicks
- Conversion Value Formula: Conversion Value = Total Conversions * Average Conversion Value
- Effective Cost Per Click (eCPC) Formula: eCPC = Total Cost / (Total Clicks + Total Assisted Conversions)
- Conversion Rate by Device Formula: Conversion Rate by Device = (Conversions on Device / Clicks on Device) * 100
- Search Exact Match Impression Share Formula: Search Exact Match Impression Share = (Exact Match Impressions / Total Eligible Exact Match Impressions) * 100
- Search Top Impression Share Formula: Search Top Impression Share = (Top of Page Impressions / Total Eligible Top of Page Impressions) * 100
- Mobile Conversion Rate Formula: Mobile Conversion Rate = (Conversions on Mobile / Clicks on Mobile) * 100
- Cost Per Thousand (CPM) Reach Formula: CPM Reach = Total Cost / (Total Reach / 1000)

These formulas can provide valuable insights into various aspects of your Google Ads campaigns, such as conversions, click positions, device performance, impression share, and reach. By utilizing these metrics, you can optimize your campaigns, measure performance accurately, and make informed decisions to drive better results.

Metric | Formula |
---|---|

Click-Assisted Conversions | Click-Assisted Conversions = Total Conversions with Clicks / Total Conversions |

View-Assisted Conversions | View-Assisted Conversions = Total Conversions with Views / Total Conversions |

Average Click Position | Average Click Position = Sum of Click Positions / Total Clicks |

Conversion Value | Conversion Value = Total Conversions * Average Conversion Value |

Effective Cost Per Click (eCPC) | eCPC = Total Cost / (Total Clicks + Total Assisted Conversions) |

Conversion Rate by Device | Conversion Rate by Device = (Conversions on Device / Clicks on Device) * 100 |

Search Exact Match Impression Share | Search Exact Match Impression Share = (Exact Match Impressions / Total Eligible Exact Match Impressions) * 100 |

Search Top Impression Share | Search Top Impression Share = (Top of Page Impressions / Total Eligible Top of Page Impressions) * 100 |

Mobile Conversion Rate | Mobile Conversion Rate = (Conversions on Mobile / Clicks on Mobile) * 100 |

Cost Per Thousand (CPM) Reach | CPM Reach = Total Cost / (Total Reach / 1000) |

### Click-Assisted Conversions

Click-Assisted Conversions measure the number of conversions that involved at least one click. It is calculated by dividing the total conversions with clicks by the total conversions.

### View-Assisted Conversions

View-Assisted Conversions represent the number of conversions that involved at least one view. The formula calculates it by dividing the total conversions with views by the total conversions.

### Average Click Position

Average Click Position calculates the average position at which users clicked on ads. It is determined by summing the click positions of all clicks and dividing it by the total number of clicks.

### Conversion Value

Conversion Value represents the total value generated from conversions. It is calculated by multiplying the total conversions by the average conversion value.

### Effective Cost Per Click (eCPC)

eCPC measures the average cost incurred for each click, considering both direct clicks and click-assisted conversions. The formula divides the total cost by the sum of total clicks and total assisted conversions.

### Conversion Rate by Device

Conversion Rate by Device calculates the percentage of conversions achieved on a specific device compared to the number of clicks on that device. The formula divides the conversions on the device by the clicks on the device and multiplies it by 100 to express it as a percentage.

### Search Exact Match Impression Share

Search Exact Match Impression Share measures the percentage of eligible impressions received by exact match keywords in search advertising. The formula divides the exact match impressions by the total eligible exact match impressions and then multiplies it by 100 to express it as a percentage.

### Search Top Impression Share

Search Top Impression Share represents the percentage of eligible impressions received at the top of the search engine results page. It is calculated by dividing the top of page impressions by the total eligible top of page impressions and multiplying it by 100 to express it as a percentage.

### Mobile Conversion Rate

Mobile Conversion Rate calculates the percentage of conversions achieved on mobile devices compared to the number of clicks on mobile. The formula divides the conversions on mobile by the clicks on mobile and multiplies it by 100 to express it as a percentage.

### Cost Per Thousand (CPM) Reach

CPM Reach measures the cost incurred for reaching one thousand individuals or impressions. It is calculated by dividing the total cost by the total reach divided by 1000.

## Video and Display Google Ads Formulas (Part 4)

- Average Session Duration Formula: Average Session Duration = Total Duration of Sessions / Total Sessions
- Display Network Impression Share Formula: Display Network Impression Share = (Impressions on Display Network / Total Eligible Impressions on Display Network) * 100
- Video View Rate (VVR) Formula: VVR = (Total Video Views / Total Video Ad Impressions) * 100
- Video Completion Rate (VCR) Formula: VCR = (Completed Video Views / Total Video Views) * 100
- Search Lost IS (Rank) Formula for Display Network: Search Lost IS (Rank) for Display Network = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100
- Cost Per Install (CPI) Formula: CPI = Total Cost / Total App Installs
- Return on Ad Spend (ROAS) by Campaign and Device Formula: ROAS by Campaign and Device = (Revenue / Cost) * 100
- Average Display CTR Formula: Average Display CTR = (Total Clicks on Display Network / Total Impressions on Display Network) * 100
- Customer Acquisition Cost (CAC) by Channel Formula: CAC by Channel = Total Cost by Channel / Total New Customers Acquired by Channel
- Conversion Value per Click Formula: Conversion Value per Click = Total Conversion Value / Total Clicks

Metric | Formula |
---|---|

Average Session Duration | Average Session Duration = Total Duration of Sessions / Total Sessions |

Display Network Impression Share | Display Network Impression Share = (Impressions on Display Network / Total Eligible Impressions on Display Network) * 100 |

Video View Rate (VVR) | VVR = (Total Video Views / Total Video Ad Impressions) * 100 |

Video Completion Rate (VCR) | VCR = (Completed Video Views / Total Video Views) * 100 |

Search Lost IS (Rank) for Display Network | Search Lost IS (Rank) for Display Network = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100 |

Cost Per Install (CPI) | CPI = Total Cost / Total App Installs |

Return on Ad Spend (ROAS) by Campaign and Device | ROAS by Campaign and Device = (Revenue / Cost) * 100 |

Average Display CTR | Average Display CTR = (Total Clicks on Display Network / Total Impressions on Display Network) * 100 |

Customer Acquisition Cost (CAC) by Channel | CAC by Channel = Total Cost by Channel / Total New Customers Acquired by Channel |

Conversion Value per Click | Conversion Value per Click = Total Conversion Value / Total Clicks |

Note: These formulas cover various metrics related to session duration, impression share, video performance, cost per install, return on ad spend, click-through rate, customer acquisition cost, and conversion value. These metrics are commonly used in digital advertising and marketing to assess campaign performance and optimize strategies for better results.

### Average Session Duration Formula:

Average Session Duration calculates the average duration of user sessions. It is determined by dividing the total duration of sessions by the total number of sessions.

### Display Network Impression Share Formula:

Display Network Impression Share measures the percentage of eligible impressions received on the display network. The formula divides the impressions on the display network by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Video View Rate (VVR) Formula:

VVR calculates the rate at which video ads are viewed by users. It is calculated by dividing the total video views by the total video ad impressions and then multiplying it by 100 to express it as a percentage.

### Video Completion Rate (VCR) Formula:

VCR measures the percentage of video ads that are completed by viewers. The formula divides the completed video views by the total video views and then multiplies it by 100 to express it as a percentage.

### Search Lost IS (Rank) Formula for Display Network:

Search Lost IS (Rank) for Display Network measures the percentage of lost impression share on the display network due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Cost Per Install (CPI) Formula:

CPI represents the average cost incurred for each app installation. It is calculated by dividing the total cost by the total number of app installs.

### Return on Ad Spend (ROAS) by Campaign and Device Formula:

ROAS by Campaign and Device calculates the return on ad spend for a specific campaign and device. The formula divides the revenue generated by the cost of the campaign and then multiplies it by 100 to express it as a percentage.

### Average Display CTR Formula:

Average Display CTR measures the average click-through rate on the display network. The formula divides the total clicks on the display network by the total impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Customer Acquisition Cost (CAC) by Channel Formula:

CAC by Channel calculates the average cost of acquiring new customers for each marketing channel. It is determined by dividing the total cost by channel by the total number of new customers acquired by that channel.

### Conversion Value per Click Formula:

Conversion Value per Click represents the value generated per click. It is calculated by dividing the total conversion value by the total number of clicks.

These explanations provide an understanding of each metric and how they are calculated based on their respective formulas.

## Display & Impressions Formulas Google Ads (Part 5)

- Display Impression Share Formula: Display Impression Share = (Impressions on Display Network / Total Eligible Impressions on Display Network) * 100
- Search Lost IS (Rank) Formula for Video Ads: Search Lost IS (Rank) for Video Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100
- Quality Score Formula for Display Ads: Quality Score for Display Ads = Ad Relevance + Expected Click-Through Rate + Landing Page Experience
- Cost Per Thousand Viewable Impressions (vCPM) Formula: vCPM = Total Cost / (Total Viewable Impressions / 1000)
- Search Lost IS (Budget) Formula for Display Network: Search Lost IS (Budget) for Display Network = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100
- Assisted Conversion Value Formula: Assisted Conversion Value = Total Conversion Value with Assists
- Video Play Rate Formula: Video Play Rate = (Video Plays / Video Ad Impressions) * 100
- Average Cost Per Action (CPA) by Campaign Formula: Average CPA by Campaign = Total Cost / Total Conversions by Campaign
- Search Lost IS (Rank) Formula for Shopping Ads: Search Lost IS (Rank) for Shopping Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100
- Display View-Through Conversion Rate Formula: Display View-Through Conversion Rate = (View-Through Conversions / Total Viewable Impressions) * 100

Metric | Formula |
---|---|

Display Impression Share | Display Impression Share = (Impressions on Display Network / Total Eligible Impressions on Display Network) * 100 |

Search Lost IS (Rank) for Video Ads | Search Lost IS (Rank) for Video Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100 |

Quality Score for Display Ads | Quality Score for Display Ads = Ad Relevance + Expected Click-Through Rate + Landing Page Experience |

Cost Per Thousand Viewable Impressions (vCPM) | vCPM = Total Cost / (Total Viewable Impressions / 1000) |

Search Lost IS (Budget) for Display Network | Search Lost IS (Budget) for Display Network = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100 |

Assisted Conversion Value | Assisted Conversion Value = Total Conversion Value with Assists |

Video Play Rate | Video Play Rate = (Video Plays / Video Ad Impressions) * 100 |

Average Cost Per Action (CPA) by Campaign | Average CPA by Campaign = Total Cost / Total Conversions by Campaign |

Search Lost IS (Rank) for Shopping Ads | Search Lost IS (Rank) for Shopping Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100 |

Display View-Through Conversion Rate | Display View-Through Conversion Rate = (View-Through Conversions / Total Viewable Impressions) * 100 |

Note: These formulas cover various metrics related to impression share, quality score, cost per thousand viewable impressions, video performance, cost per action, and conversion value. These metrics are commonly used in digital advertising and marketing to assess campaign performance and optimize strategies for better results.

### Display Impression Share Formula:

Display Impression Share measures the percentage of eligible impressions received on the display network. The formula divides the impressions on the display network by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Search Lost IS (Rank) Formula for Video Ads:

Search Lost IS (Rank) for Video Ads measures the percentage of lost impression share for video ads due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Quality Score Formula for Display Ads:

Quality Score for Display Ads is a metric used to assess the relevance and quality of display ads. It is calculated based on factors such as ad relevance, expected click-through rate, and landing page experience.

### Cost Per Thousand Viewable Impressions (vCPM) Formula:

vCPM represents the cost incurred for every one thousand viewable impressions of an ad. It is calculated by dividing the total cost by the total viewable impressions divided by 1000.

### Search Lost IS (Budget) Formula for Display Network:

Search Lost IS (Budget) for Display Network measures the percentage of lost impression share on the display network due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Assisted Conversion Value Formula:

Assisted Conversion Value represents the total value of conversions in which the ad played a role in assisting the conversion. It is calculated by summing the conversion values of all conversions with assists.

### Video Play Rate Formula:

Video Play Rate measures the percentage of video plays out of the total video ad impressions. The formula divides the video plays by the video ad impressions and then multiplies it by 100 to express it as a percentage.

### Average Cost Per Action (CPA) by Campaign Formula:

Average CPA by Campaign calculates the average cost per conversion for a specific campaign. It is determined by dividing the total cost by the total conversions for that campaign.

### Search Lost IS (Rank) Formula for Shopping Ads:

Search Lost IS (Rank) for Shopping Ads measures the percentage of lost impression share for shopping ads due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Display View-Through Conversion Rate Formula:

Display View-Through Conversion Rate measures the percentage of view-through conversions out of the total viewable impressions. The formula divides the view-through conversions by the total viewable impressions and then multiplies it by 100 to express it as a percentage.

## Time on site Formulas (Part 6)

- Average Time on Site Formula: Average Time on Site = Total Time on Site / Total Sessions
- Search Impression Share Lost to Budget Formula: Search Impression Share Lost to Budget = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100
- Display Impression Share Lost to Budget Formula: Display Impression Share Lost to Budget = (Total Lost Impression Share Due to Budget / Total Eligible Impressions on Display Network) * 100
- Search Impression Share Lost to Rank Formula: Search Impression Share Lost to Rank = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100
- Display Impression Share Lost to Rank Formula: Display Impression Share Lost to Rank = (Total Lost Impression Share Due to Rank / Total Eligible Impressions on Display Network) * 100
- Average Display View Frequency Formula: Average Display View Frequency = Total Impressions on Display Network / Total Unique Users Reached
- Average Cost Per Thousand Viewable Impressions (vCPM) Formula: vCPM = Total Cost / (Total Viewable Impressions / 1000)
- View-Through Conversion Value Formula: View-Through Conversion Value = Total Conversion Value from View-Through Conversions
- Display Click-Through Rate (CTR) Formula: Display CTR = (Total Clicks on Display Network / Total Impressions on Display Network) * 100
- Search Exact Match Impression Share Lost to Budget Formula: Search Exact Match Impression Share Lost to Budget = (Total Lost Impression Share Due to Budget / Total Eligible Exact Match Impressions) * 100

Metric | Formula |
---|---|

Average Time on Site | Average Time on Site = Total Time on Site / Total Sessions |

Search Impression Share Lost to Budget | Search Impression Share Lost to Budget = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100 |

Display Impression Share Lost to Budget | Display Impression Share Lost to Budget = (Total Lost Impression Share Due to Budget / Total Eligible Impressions on Display Network) * 100 |

Search Impression Share Lost to Rank | Search Impression Share Lost to Rank = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100 |

Display Impression Share Lost to Rank | Display Impression Share Lost to Rank = (Total Lost Impression Share Due to Rank / Total Eligible Impressions on Display Network) * 100 |

Average Display View Frequency | Average Display View Frequency = Total Impressions on Display Network / Total Unique Users Reached |

Average Cost Per Thousand Viewable Impressions (vCPM) | vCPM = Total Cost / (Total Viewable Impressions / 1000) |

View-Through Conversion Value | View-Through Conversion Value = Total Conversion Value from View-Through Conversions |

Display Click-Through Rate (CTR) | Display CTR = (Total Clicks on Display Network / Total Impressions on Display Network) * 100 |

Search Exact Match Impression Share Lost to Budget | Search Exact Match Impression Share Lost to Budget = (Total Lost Impression Share Due to Budget / Total Eligible Exact Match Impressions) * 100 |

Note: These formulas cover various metrics related to average time on site, impression share lost to budget and rank, display view frequency, cost per thousand viewable impressions, view-through conversion value, click-through rate, and search exact match impression share lost to budget. These metrics are commonly used in digital advertising and marketing to assess campaign performance and optimize strategies for better results.

### Average Time on Site

Average Time on Site calculates the average amount of time users spend on a website. It is determined by dividing the total time on site by the total number of sessions.

### Search Impression Share Lost to Budget

Search Impression Share Lost to Budget measures the percentage of lost impression share in search advertising due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Display Impression Share Lost to Budget

Display Impression Share Lost to Budget measures the percentage of lost impression share on the display network due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Search Impression Share Lost to Rank

Search Impression Share Lost to Rank measures the percentage of lost impression share in search advertising due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Display Impression Share Lost to Rank

Display Impression Share Lost to Rank measures the percentage of lost impression share on the display network due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Average Display View Frequency

Average Display View Frequency calculates the average number of times an ad is viewed by unique users on the display network. It is determined by dividing the total impressions on the display network by the total number of unique users reached.

### Average Cost Per Thousand Viewable Impressions (vCPM)

vCPM represents the average cost incurred for every one thousand viewable impressions of an ad. It is calculated by dividing the total cost by the total viewable impressions divided by 1000.

### View-Through Conversion Value

View-Through Conversion Value represents the total value of conversions that occurred after users viewed an ad without clicking on it. It represents the contribution of view-through conversions to the overall conversion value.

### Display Click-Through Rate (CTR)

Display CTR measures the percentage of clicks on ads compared to the total number of impressions on the display network. The formula divides the total clicks on the display network by the total impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Search Exact Match Impression Share Lost to Budget

Search Exact Match Impression Share Lost to Budget measures the percentage of lost impression share for exact match keywords in search advertising due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible exact match impressions and then multiplies it by 100 to express it as a percentage.

Performance and Activeness Formulas (Part 7)

- Search Impression Share Lost to Rank Formula for Video Ads: Search Impression Share Lost to Rank for Video Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100
- Display Impression Share Lost to Budget Formula for Shopping Ads: Display Impression Share Lost to Budget for Shopping Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions on Display Network) * 100
- Average Display View Time Formula for Video Ads: Average Display View Time = Total View Time of Video Ads / Total Views of Video Ads
- Search Impression Share Lost to Budget Formula for Display Network Remarketing Ads: Search Impression Share Lost to Budget for Display Network Remarketing Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100
- Display Impression Share Lost to Budget Formula for Video Ads: Display Impression Share Lost to Budget for Video Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions on Display Network) * 100
- Average Cost Per Completed View (CPCV) Formula for Video Ads: CPCV = Total Cost / Total Completed Views
- Search Lost IS (Budget) Formula for Video Ads: Search Lost IS (Budget) for Video Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100
- Display Impression Share Lost to Rank Formula for Shopping Ads: Display Impression Share Lost to Rank for Shopping Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions on Display Network) * 100
- Average Display Viewability Formula for Video Ads: Display Viewability = (Total Viewable Impressions / Total Impressions) * 100
- Conversion Value per Click Formula: Conversion Value per Click = Total Conversion Value / Total Clicks

Metric | Formula |
---|---|

Search Impression Share Lost to Rank for Video Ads | Search Impression Share Lost to Rank for Video Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions) * 100 |

Display Impression Share Lost to Budget for Shopping Ads | Display Impression Share Lost to Budget for Shopping Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions on Display Network) * 100 |

Average Display View Time for Video Ads | Average Display View Time = Total View Time of Video Ads / Total Views of Video Ads |

Search Impression Share Lost to Budget for Display Network Remarketing Ads | Search Impression Share Lost to Budget for Display Network Remarketing Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100 |

Display Impression Share Lost to Budget for Video Ads | Display Impression Share Lost to Budget for Video Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions on Display Network) * 100 |

Average Cost Per Completed View (CPCV) for Video Ads | CPCV = Total Cost / Total Completed Views |

Search Lost IS (Budget) for Video Ads | Search Lost IS (Budget) for Video Ads = (Total Lost Impression Share Due to Budget / Total Eligible Impressions) * 100 |

Display Impression Share Lost to Rank for Shopping Ads | Display Impression Share Lost to Rank for Shopping Ads = (Total Lost Impression Share Due to Rank / Total Eligible Impressions on Display Network) * 100 |

Average Display Viewability for Video Ads | Display Viewability = (Total Viewable Impressions / Total Impressions) * 100 |

Conversion Value per Click | Conversion Value per Click = Total Conversion Value / Total Clicks |

Note: These formulas cover various metrics related to impression share lost to rank and budget, display view time, viewability, cost per completed view, and conversion value per click. These metrics are commonly used in digital advertising and marketing to assess campaign performance and optimize strategies for better results.

### Search Impression Share Lost to Rank Formula for Video Ads:

Search Impression Share Lost to Rank for Video Ads measures the percentage of lost impression share for video ads due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Display Impression Share Lost to Budget Formula for Shopping Ads:

Display Impression Share Lost to Budget for Shopping Ads measures the percentage of lost impression share for shopping ads on the display network due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Average Display View Time Formula for Video Ads:

Average Display View Time calculates the average viewing time of video ads. It is determined by dividing the total view time of video ads by the total number of views of video ads.

### Search Impression Share Lost to Budget Formula for Display Network Remarketing Ads:

Search Impression Share Lost to Budget for Display Network Remarketing Ads measures the percentage of lost impression share for remarketing ads on the display network due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Display Impression Share Lost to Budget Formula for Video Ads:

Display Impression Share Lost to Budget for Video Ads measures the percentage of lost impression share for video ads on the display network due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Average Cost Per Completed View (CPCV) Formula for Video Ads:

CPCV represents the average cost incurred for each completed view of a video ad. It is calculated by dividing the total cost by the total number of completed views.

### Search Lost IS (Budget) Formula for Video Ads:

Search Lost IS (Budget) for Video Ads measures the percentage of lost impression share for video ads in search advertising due to budget limitations. The formula divides the total lost impression share due to budget constraints by the total eligible impressions and then multiplies it by 100 to express it as a percentage.

### Display Impression Share Lost to Rank Formula for Shopping Ads:

Display Impression Share Lost to Rank for Shopping Ads measures the percentage of lost impression share for shopping ads on the display network due to ranking factors. The formula divides the total lost impression share due to rank by the total eligible impressions on the display network and then multiplies it by 100 to express it as a percentage.

### Average Display Viewability Formula for Video Ads:

Display Viewability calculates the percentage of viewable impressions out of the total impressions for video ads. The formula divides the total viewable impressions by the total impressions and then multiplies it by 100 to express it as a percentage.

### Conversion Value per Click Formula:

Conversion Value per Click represents the value generated per click. It is calculated by dividing the total conversion value by the total number of clicks.

I have provided an extensive list of Google Ads formulas that can greatly enhance your understanding and optimization of advertising campaigns. By utilizing these formulas, you can effectively measure key metrics such as click-through rate, conversion rate, cost per click, return on investment, and more.

With this valuable knowledge at your disposal, you can make informed decisions, refine your strategies, and maximize the impact of your Google Ads initiatives. Stay proactive by staying up to date with the latest formulas and regularly analyzing your campaign metrics to achieve better results and reach your advertising objectives.

Best of luck from Hanif Marwat