How Are the Calculations in Reporting Done?

Click-Through Rate (CTR)
CTR is calculated by dividing the total clicks by the total impressions, then multiplying by 100 to get a percentage:

CTR = (sum of clicks / sum of impressions) x 100

For advertisers with multiple campaigns, add all clicks from all campaigns and divide by the total impressions across those campaigns.

Example:
Total Clicks = 11,465
Total Impressions = 11,226,225
CTR = (11,465 / 11,226,225) x 100 = 0.10%

Conversion Rate
Conversion rate is calculated by dividing total conversions by total clicks, then multiplying by 100:

Conversion Rate = (sum of conversions / sum of clicks) x 100

When looking at multiple campaigns, add all conversions and clicks across campaigns before calculating.

Cost Per Click (CPC)
CPC is calculated by dividing the total cost by the total number of clicks:

CPC = (sum of cost / sum of clicks)