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List Of Latest Google Ads Formulas – 2023

Here are some formulas that are commonly used in Google Ads:

  1. Click-Through Rate (CTR) = (Clicks / Impressions) x 100
  2. Cost-Per-Click (CPC) = Total Cost / Number of Clicks
  3. Quality Score = (Relevance of ad to the keyword + Relevance of ad to the landing page) / Ad relevance to the search query
  4. Conversion Rate = (Conversions / Clicks) x 100
  5. Return on Ad Spend (ROAS) = (Revenue from conversions / Total ad spend) x 100
  6. Impressions Share = (Impressions / Eligible Impressions) x 100
  7. Search Impression Share = (Search Impressions / Search Eligible Impressions) x 100
  8. Average Position = (Sum of position of ad / Number of impressions)


Note: These formulas are just a small subset of the many formulas that can be used in Google Ads, and the specific calculations and metrics used may vary depending on the campaign and business goals.

  1. Cost per Action (CPA) = Total Cost / Number of Actions
  2. Bounce Rate = (Bounces / Sessions) x 100
  3. Time on Site = (Total Time Spent on Site / Sessions)
  4. Revenue per Click (RPC) = Revenue / Number of Clicks
  5. Return on Investment (ROI) = (Revenue – Cost) / Cost
  6. Average Cost per Conversion = Total Cost / Number of Conversions
  7. Click-to-Conversion Rate = (Number of Conversions / Number of Clicks) x 100


It’s important to note that while these formulas can be useful in analyzing and optimizing Google Ads campaigns, they should be used in conjunction with other metrics and considerations, such as website and user behavior data, and goals specific to your business. And also, depending on the type of business, you may need to use different formulas.

  1. Average Order Value (AOV) = Revenue / Number of Orders
  2. Gross Margin = (Revenue – Cost of Goods Sold) / Revenue
  3. Cost per Acquisition (CPA) = Total Cost / Number of Acquisitions
  4. Lifetime Value (LTV) = (Average Revenue per User x Gross Margin) / (1 – Retention Rate)
  5. Ad Frequency = Number of Impressions / Number of Unique Users
  6. Click-to-Lead Rate = (Number of Leads / Number of Clicks) x 100
  7. Cost per Lead (CPL) = Total Cost / Number of Leads


It’s worth noting that these formulas are not exhaustive and there may be other specific formulas that are more relevant to your business or campaign goals. Additionally, these formulas are primarily focused on measuring performance and it’s also important to consider other factors such as user experience and brand building when evaluating the success of your campaign.

  1. Ad position = (Ad rank / Quality score) + $0.01
  2. Ad Rank = Quality score * max CPC bid
  3. Cost per thousand impressions (CPM) = (Total cost / impressions) * 1000
  4. Share of Voice (SOV) = (Impressions / Total Impressions of all Ads) x 100
  5. Engagement Rate = (Total Engagements / Impressions) x 100
  6. View Through Rate (VTR) = (Views / Impressions) x 100
  7. Fill Rate = (Impressions / Ad Requests) x 100
  8. Cost per Action (CPA) = Total Cost / Number of Actions

It’s important to keep in mind that these formulas are just a sample of the many that can be used in Google Ads, and the specific calculations and metrics used may vary depending on the campaign and business goals. Additionally, it’s important to use these formulas in conjunction with other metrics and considerations, such as website and user behavior data, and goals specific to your business.

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