What's the single most important metric for my Grant?

CTR (Click-Through Rate). It's the only metric that can directly cause your Grant to be suspended if it drops below 5%. After CTR, monthly spend is the best indicator of overall Grant health.

Why do the numbers in Google Ads and GA4 sometimes differ?

Different attribution models, different counting methods, and different reporting time zones. Google Ads counts a conversion on the date of the click; GA4 counts it on the date of the conversion. Small discrepancies (5–15%) are normal.

Do these metrics and terms apply the same way globally?

Yes. Google Ads and GA4 use the same metrics, calculations, and terminology worldwide. The interface language may change, but CTR is CTR whether you're in the United States, the United Kingdom, Australia, or anywhere else.

I see a metric in my dashboard that's not in this glossary. What should I do?

Google Ads has hundreds of available metrics, and this glossary covers the ones most relevant to Grant management. If you see something unfamiliar, hover over the metric name in Google Ads; Google usually provides a tooltip definition. Or search our Resource Centre for the term.

The Complete Google Ads and Digital Marketing Metrics Glossary for Nonprofits

Every metric, acronym, and term you'll encounter in Google Ads, Google Analytics 4 (GA4), and Google Ad Grant management, explained in plain English. If you've ever stared at your Google Ads dashboard and wondered what CTR, CPC, ROAS, QS, RSA, or PMax mean, this glossary is for you.

Google Ads Core Metrics

Core metrics include Impressions, Clicks, CTR (Click-Through Rate), CPC (Cost Per Click), Cost/Spend, Conversions, Conversion Rate, CPA (Cost Per Acquisition), Conversion Value, ROAS (Return on Ad Spend), and Impression Share.

Quality and Relevance Metrics

Quality Score (QS), Expected CTR, Ad Relevance, Landing Page Experience, Ad Rank, and the difference between Search Terms and Keywords.

Bidding and Budget Terms

Smart Bidding, Maximize Conversions, Maximize Conversion Value, Target CPA (tCPA), Target ROAS (tROAS), Manual CPC, and the $329/day budget configuration.

Campaign and Ad Types

RSA (Responsive Search Ad), PMax (Performance Max), Smart Campaigns, Ad Groups, Sitelinks, and Ad Extensions.

Keyword Terms

Match Types (Broad, Phrase, Exact), Negative Keywords, and Single-Word Keyword restrictions.

Google Analytics 4 (GA4) Metrics

Sessions, Engaged Sessions, Engagement Rate, Users, New Users, Pageviews, Average Engagement Time, Key Events, Source/Medium, UTM Parameters, and Bounce Rate.

Google Ad Grant-Specific Terms

The 5% CTR Requirement, Account Deactivation/Suspension, Goodstack Verification, Google Ads Customer ID (CID), The Annual Survey, Compliance Score, and the $329/Day Budget.

Audience and Targeting Terms

Geo-Targeting, People In vs People Interested In, Audience Segments, Customer Match, and Remarketing.

Technical and Tracking Terms

GA4, GTM (Google Tag Manager), Conversion Tracking, GCLID, Enhanced Conversions, Consent Mode v2, Data Stream, and Measurement ID.

Reporting and Analysis Terms

Attribution, Looker Studio, Segments, A/B Testing, and the Search Term Report.

General Digital Marketing Acronyms

SEO, PPC, SEM, CRO, KPI, ROI, CMS, CRM, and API, all explained in the context of Google Ad Grant management.