Do you or a team member are having trouble understanding digital marketing terminology? We can’t blame you—sometimes it feels like there are too many to keep track of all of them. 

In this blog, we’ve got you covered if you find PPC jargon confusing. The information below should clarify technical terms in popular reporting tools.

Before anything else, why don’t we define PPC first?

Pay-per-click is an internet marketing business in which advertisers pay each time someone clicks on their ads.

And that’s as basic a definition of PPC as we can provide.

But Wait, What Is Client Reporting?

Client reporting is essential in digital marketing because it keeps clients updated on how the strategy works and what changes need to be made. 

In a client report, you show how well your campaign is doing with data, charts, and graphs. You can use this information to improve the quality of your service and introduce new upselling possibilities.

As many have experienced, pulling reports used to be quite tedious. It still can be, but this has been alleviated greatly by client reporting tools and automated features. It’s gathering all the information regarding your digital marketing efforts and putting it in one document. But what are reporting tools?

what is client reporting

What Are Reporting Tools?

A reporting tool collects information from multiple sources and arranges it into graphs, visual presentations, and other formats that make the data more understandable. In a digital marketing context, these tools generate a report that provides crucial insight into campaign performance. These reports can keep all of your marketing campaigns on track.

Your team can make informed decisions about which strategies work best for your company with all the data you need in one place. Reporting tools like AdClicks pull together information from multiple sources, providing an easy way of evaluating each strategy and its effectiveness.

There’s no need to waste time searching for information when you can have it all right at your fingertips. What are the best reporting tools, then? A high-quality tool will simplify your life by gathering, organizing, and displaying updates from various sources in a digestible way.

A regular report includes PPC, SEO, and website performance. Let’s take a closer look at the relevant metrics below. 

adclicks reporting sample

Key PPC Terms for a Client Report

Now, it’s time we discuss the most important PPC metrics you should know when managing campaigns for your company or clients. 

We’ll be looking at the following metrics:

  • Impressions
  • Clicks
  • Cost-per-click
  • Click-through rate
  • Conversions
  • Conversion rate
  • Cost per Conversion


Every time your ad appears on a search results page, impressions are recorded. In essence, a lack of impressions puts your ad at risk of being hidden from your target market. One impression may increase due to user behavior on the following search results pages whenever an ad…

  • Is displayed on Google or the Google Network.
  • Or appears in locations like Google Maps, where the business name, address, and the first line of your ad text can be seen.

Impressions show how visible a company’s advertising efforts are. Because of this, the more impressions you receive will increase your brand’s visibility to both new and returning website visitors, allowing you to target both groups. By concentrating just on raising brand awareness, you can adopt an impression-based strategy. Tracking and assessing impression performance is crucial to visualize a campaign’s success for this particular campaign goal.


Clicks signify engagement that goes beyond merely viewing an advertisement. It concerns users who are captivated by an ad and click on it. So, certainly, without seeming redundant, clicks are calculated based on how frequently users click on advertisements.

If you are familiar with PPC advertisements, you know that a click can occur on more than one section of an ad. For instance, a click on an ad may result from a simple click on the blue headline or a click on the phone number in a text ad.

So, even if a person doesn’t visit your website after clicking on your advertisement, it still counts. As a result, there may be some discrepancy between the website visits and clicks your ad generated.

We can all agree that, in general, clicks can assist you in determining whether people like what THEY see when clicking on your advertisement. A high click-through rate indicates that you’re on the right track and that your advertising successfully reached its intended audience. Let’s now discuss the charges.


The best way to describe cost-per-click is as an online advertising revenue model where marketers are charged each time a user clicks on an advertisement.

This implies that you are charged for each ad click.

You can configure your PPC campaigns in various ways to ensure that the Maximum CPC, or maximum cost per click, is within the full price per click. Setting a maximum CPC bid prevents you from paying more than you intended for an ad click.

CPC is a crucial measure because it represents a significant area for improvement for you. Because you receive CPC in the form of how much money was spent to generate one click, it differs from other metrics. If you believe you are overpaying for clicks, tracking this measure is essential to account optimization for cost reduction. A high CPC is less of a positive signal than a warning that you need to start adjusting to reduce costs and avoid using up all of your media budgets.

Click-through rate

CTR is a ratio that demonstrates how frequently people who notice your advertisement or free product listing click it. If this statistic is high, you can utilize it to your advantage to map out how well your keywords and advertisements perform.

The CTR is calculated by dividing the number of clicks your advertisement receives by the number of times it is displayed: CTR = clicks ÷ impressions.

Additionally, you can see how frequently consumers click on the keywords or listings you employ in your campaigns and advertising.

A high CTR shows that your advertising is being viewed AND clicked on, which suggests that users consider them extremely relevant and helpful for their online searches. A good CTR is related to the product you’re advertising and goes hand in hand with Ad Rank.

The combination of keywords, advertising, and listings will all play a part in whether a user clicks on your ad. In general, you can use CTR to gauge how compelling your advertisement is and how closely it adheres to your keywords.


Conversion is a metric that is irresistible when you talk about advertising efforts. They symbolize a person’s actions after seeing your ad and then going to your website. Generally speaking, this action is considered valuable for your company. Conversion actions can include:

  • Making an online purchase.
  • Phoning your company on a mobile device.
  • Completing a contact form on your company’s website.

Installing conversion tracking is essential when monitoring this measure. You can measure conversions using several techniques depending on the action you want to track. For instance, a call tracking installation is ideal if the conversion action you want to track calls from ads. As a result of the fact that you direct customers to particular pages on your website, conversions may be tracked across various platforms and devices.

But let’s discuss finances. Conversions are simply the amount of money that enters your firm. You should regularly monitor this measure because it can indicate the success or failure of your PPC campaigns. More conversions relate to leads from advertising displaying interest in your business, while various circumstances may cause fewer conversions.

Conversion rate

This ratio represents the percentage of PPC traffic converted into actual paying clients. The conversion rate can determine the success of your conversions. This metric is calculated by dividing the total number of ad interactions that resulted in conversions over the same time by the number of conversions.

Additionally, since you can count several conversions for each interaction, if you track multiple conversion actions or set up your account to count “Every” conversion, your conversion rate will likely exceed 100%.

Conversion rates can eventually help you direct the optimization of your advertising campaigns because they frequently reveal the success rate of the conversions that might be linked to your PPC efforts.

Cost per Conversion

This metric shows you how much each conversion costs. To calculate CPA, you must divide the total cost by the number of conversions.

Another useful measure to keep in mind while developing your business plan is the cost per conversion, which gives you an estimate of how much you’re spending to entice prospects to engage with your website in some form.

Conversions are acts you consider beneficial to your organization, and each one will cost you money, as we already said in the Conversions definition.

CPA can experience highs and lows, and these variations hint to account optimization opportunities. However, as PPC for specialized industries carries high expenses, such as for lawyers and doctors, sometimes a high cost per conversion may be part of an industry standard.

We hope that these definitions of essential PPC metrics for client reporting help you understand campaign management better. 

Key SEO Terms for a Client Report

When you spell out SEO, it stands for search engine optimization. SEO focuses on the practices that help websites rank higher on search engine results pages (SERPs). This is the service that a marketing firm is most likely to offer when a client asks for help with the visibility and performance of their website. 

SEO increases the visibility of your website, bringing in more visitors and the opportunity to close sales. If you operate as a freelancer or for a digital marketing agency, you know that your clients would place great importance on client reports. We could discuss reports for hours, but let’s explore SEO analytics instead.

SEO related terms include:

  • Leads
  • Organic traffic
  • Keyword rankings
  • Backlinks
  • Pages per session
  • Average page load time
  • Average session duration
  • Bounce rate


A potential customer who has shown interest in your company’s services is known as an SEO lead. Leads are necessary to gauge how well your SEO is generating leads naturally.

Organic traffic

The number of people who arrive at your website via unpaid search engine ads is known as organic traffic. Organic traffic is easy because, in practice, you can skip paying to generate website clicks. It’s as simple as having your business appear on search results pages to attract customers seeking services similar to yours. You may compare the outcomes of sponsored advertisements and organic visitors by tracking organic traffic.

Keyword rankings

The position of your page on the search results pages for a user’s search query is determined by keyword rankings. Because this statistic is location-related, rankings are crucial because you want to avoid appearing at the bottom of search results. By maintaining a high rating, you can remain relevant. Consider this: when someone searches on Google, they are more likely to scan the first few results than the last few. Additionally, it becomes clearer why people would pay to be seen in those highly sought-after areas when considering where Google’s ad placements are.


This SEO word is very technical. These links are found outside your domain that point back to it, essentially connecting your website to theirs and lending authority to your content. It’s another wise SEO move to keep in mind.

Pages per session

Pages per session are calculated by dividing a website’s page views by the number of active sessions. These are crucial for monitoring your pages and determining which ones are more popular.

Average page load time

This is how long it typically takes for a webpage to load. You should be aware of this SEO term if you report website performance to a client. To improve website user experience, SEO heavily relies on how quickly your website operates. Therefore, if a lead is interested in your products or services, but the page they’re on is taking longer than usual to load, it could make or break their interest.

Average session duration

The average length of a session on your website is measured in seconds. Important to know how relevant your content is to a common website visitor. This also relates to monitoring the number of pages a user views during a session and the percentage of new sessions generated by first-time visitors to your website.

Bounce rate

Bounce rate measures the percentage of total visitors that jumped off your site after viewing one page. So, when someone sees only one page on your site or triggers only one event, this is counted as a “bounce.” The rate is relative to the percentage of bounced sessions. 

Start Improving Your Client Reports Today

Client reporting tools are the backbone of any digital marketing strategy. Your campaign’s success depends on your ability to keep your clients engaged and informed on its progress; these tools can help you do just that. AdClicks offers an easy-to-use interface that allows anyone to access information from multiple sources in one place, making decision-making easier than ever!

Are you ready to try AdClicks and simplify your clients’ reports?

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