Date Range:
In the top right corner, you will see that the date range is set for the last full month. This is the time period that the Ads data reflects. You can change this to see data from a previous month, or the current month so far.
Clicks:
The total number of times an ad was clicked in the specified date range.
CTR:
Click-Through Rate. The percent of people that saw the ad that clicked it.
Impressions:
The number of people that saw the ad.
Conversions:
A combination of tracked calls over a certain length (default is 30 seconds) and contact form fills from the ads. Conversions may vary based on your campaign specifics.
Conv. rate:
Conversion rate – the percent of clicks that resulted in a conversion.
Phone Calls:
Tracked phone calls of any length.
Cost:
Total ad spend of the specified date range.
Avg. CPC:
Average cost per click in the specific date range.
Cost / conv:
Average cost per conversion in the specific date range.
