Clicks: The number of clicks your ad might receive each day if the keyword were to trigger the ad.

Impression (Impr.): How often your ad might show in a day. An impression is counted each time an ad is shown on a search results page.

Average position (Avg. Pos.): The average position on a search results page that your ad might appear in when the keyword triggers the ad to show. '1' is the highest position on the first page of search results. Keywords with an average position of 1-8 generally trigger ads on the first page of search results, while keywords with an average position of 9-16 generally trigger ads on the second page, and so on. An average position of '1.7,' for example, means your ad usually appears in positions 1 or 2. Average positions are not fixed; they may vary depending on various performance factors.

Cost: The average amount you might spend per day for this keyword.

Clickthrough rate (CTR): The ratio of the number of clicks that your ad might receive divided by the number of times your ad might be shown (which we call an impression).

Average cost-per-click (Avg. CPC): The average amount you might pay for a click. We automatically adjust the final amount you're charged for a click, which is known as your actual cost-per-click (actual CPC), so you pay only one cent more than the minimum amount required to keep your ad's position. Therefore, the displayed amount may be lower than the overall cost forecast range for all keywords, or the CPC bid already in place for your ad group.

Conversions (Est. total conv.): An estimate of the total number of conversions you might get for these keywords. We use your historical estimated total conversion rate as a default, but you can edit this.

Cost-per-acquisition (CPA): The predicted cost divided by the number of conversions you might get.

Total conversion value (Total conv. value): The total value of all the conversions expected for these keyword. We use your historical average conversion value as your default, but you can edit it.

Return on ad spend (ROAS): The total conversion value you could get, divided by the predicted cost of your ads.

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