Gross clicks: The total number of tracked clicks including all valid, invalid and duplicate clicks. Note, this metric will only be visible on the Duplicate click report as duplicate clicks are removed from all other reporting views.

Total clicks: Count of all tracked clicks excluding duplicate clicks. Tracked clicks include those we can and cannot attempt to prevent fraudulent clicks on, and those we can and cannot determine a validation status for.

Preventable total clicks: Count of all valid and invalid clicks for which we can attempt to prevent fraudulent clicks on

Non-preventable total clicks: Count of all clicks for which we cannot currently attempt to prevent fraudulent clicks, and we may or may not be able to determine as valid or invalid.

Invalid clicks: Count of all tracked clicks we have determined as fraudulent, non-genuine, or non-value adding.

Invalid click rate: Count of invalid clicks as a percentage of total clicks.

Clicks: Valid clicks. Count of all tracked clicks we have determined as genuine and value adding.

Filtered clicks: These are clicks filtered due to exclusions filters you have set in traffic control.

CTR: Clickthrough rate (CTR) measures how often people click on your ad after it's shown to them, which can help you understand the effectiveness of your ad.

Total cost: Your total ad spend on all valid and invalid clicks. Calculated as the sum of the average cost per click (CPC) for all clicks we consider valid or invalid.

Invalid cost: Your total ad spend on invalid clicks. Calculated as the sum of the average cost per click (CPC) for all clicks we consider invalid.

Est. invalid cost rate: The percentage of total cost spent on invalid clicks.

Average CPC: Average cost-per-click (CPC) is estimated by dividing the cost of a campaign by the count of clicks as reported by Google Ads.

Unique cookies: The number of cookies that have been served an ad or recorded a click on an ad.

Average click freq./cookie: The average of clicks per cookie served

Bounce rate: The percentage of sessions on your site where the user views a single page and no other activity takes place after it.

Pages/session: The average number of non-unique pages a user views in a given session.

Avg. session duration (sec): The average length of a session.

Distinct IPs: Number of valid IPs

Additional invalid clicks %: Percentage difference between TrafficGuard's and Google Ads' invalid click counts.

Click difference %: Percentage difference between TrafficGuard's and Google Ads' click counts.

Reduction in CPA %: Percentage reduction of cost per action.

Increase in conversion rate %: Percentage difference between TrafficGuard’s and Google Ads’ conversions rates.

Google Ads impressions: An impression is counted each time your ad is served. Impressions help you understand how often your ad is being seen. As reported by Google Ads

Google Ads gross clicks: The sum of Google Ads clicks and Google Ads invalid clicks.

Google Ads clicks: Total number of times users have clicked on an ad to reach the property as reported by Google Ads.

Google Ads invalid clicks: Total number of clicks that Google considers illegitimate. You're not charged for them, and they don't affect your Google Ads account statistics.

Google Ads invalid click rate: Invalid click rate is the percentage of clicks Google has filtered out of your total number of clicks due to being invalid.

Google Ads cost: Cost is the sum of your spend during this period as reported by Google Ads. Its currency is the one you set in the Google Ads account.

Google Ads conversion: The number of conversions you received after ad interactions (such as text ad clicks or video ad views).

Google Ads cost/conversion: The average cost of a conversion.

Google Ads conversion rate: This shows how often, on average, an ad interaction leads to a conversion.