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Optizads

Every metric Optizads reads. Google Ads, GA4 and Search Console in one list.

Here is every built-in metric Optizads can show, 157 in all: 80 from Google Ads, 73 from Google Analytics 4 and 4 from Search Console. Each one below has its name as the app shows it, what it measures and its unit. Any of them can sit on the Overview, in a report or behind a goal.

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  • 157 built-in metrics
  • 20 Sheets metrics per ad account
  • 20 calculated metrics per ad account

Google Analytics 4 metrics.

73 metrics once a GA4 property is connected. Four count the visits from your Google ads, whose source / medium is exactly google / cpc. The other 69 cover the whole site and are always GA4's own totals for the days you pick. Someone who visits on Monday and Tuesday is one user, not two.

Metric
What it means
Unit
Visits from ads
Visits Google Analytics counts from your Google ads, source / medium google / cpc.
Count
Engaged visits from ads
The share of visits from your ads that engaged: more than 10 seconds, two pages, or a key event.
Percentage
Key events from ads
Key events Google Analytics counts on visits from your ads.
Count
Revenue from ads
Revenue Google Analytics counts on visits from your ads.
Money
Sessions
Visits to your site from every source, as Google Analytics counts them.
Count
Engaged sessions
Visits of more than 10 seconds, of two pages or more, or that led to a key event.
Count
Engagement rate
Engaged sessions divided by sessions.
Percentage
Bounce rate
The share of visits that did not engage.
Percentage
Average session duration
How long a visit lasts on average.
Seconds
Views
Pages and app screens seen, each time they were seen.
Count
Views per session
Pages seen in a visit, on average.
Number
Views per active user
Pages seen by one visitor over the period, on average.
Number
Event count
Every event Google Analytics recorded: page views, clicks, scrolls, forms and more.
Count
Events per session
Events in a visit, on average.
Number
Event count per active user
Events of one visitor over the period, on average.
Number
Engagement time
The time your site was on screen in the foreground, added up over every visitor.
Seconds
Engagement time per session
Engagement time divided by sessions.
Seconds
Average engagement time
Engagement time divided by active users: what one visitor spent on your site.
Seconds
Scrolled users
Visitors who scrolled at least 90% of a page.
Count
Active users
People who visited and engaged, or visited for the first time, each counted once over the period.
Count
Total users
Every person who came to your site, each counted once over the period.
Count
New users
People who came to your site for the first time.
Count
Sessions per active user
Visits of one person over the period, on average.
Number
1-day active users
People active on the last day of the period.
Count
7-day active users
People active in the 7 days up to the period's last day.
Count
28-day active users
People active in the 28 days up to the period's last day.
Count
DAU / MAU
The people of the last 30 days who came on the period's last day: how often people come back.
Percentage
DAU / WAU
The people of the last 7 days who came on the period's last day.
Percentage
WAU / MAU
The people of the last 30 days who came in its last 7.
Percentage
Crash-affected users
People whose app crashed. For an app; a website has none.
Count
Crash-free users rate
The share of people whose app never crashed. For an app.
Percentage
Key events
The events you marked as key in Google Analytics: forms, calls, purchases, sign-ups.
Count
Session key event rate
The share of visits with a key event.
Percentage
User key event rate
The share of people with a key event.
Percentage
Event value
The values your site sends with its events, added up.
Count
Total revenue
Purchases, subscriptions and ad revenue, as Google Analytics counts them.
Money
Purchase revenue
What purchases brought, refunds taken off.
Money
Ecommerce purchases
Purchases completed on your site.
Count
Transactions
Purchases and in-app purchases, each counted once.
Count
Average purchase revenue
What a purchase brings on average.
Money
ARPU
Total revenue divided by active users.
Money
Average purchase revenue per active user
Purchase revenue divided by active users.
Money
ARPPU
Purchase revenue divided by the people who bought.
Money
Total purchasers
People who bought, each counted once over the period.
Count
First-time purchasers
People who bought for the first time.
Count
First-time purchaser rate
The share of active users who bought for the first time.
Percentage
First-time purchasers per new user
First-time purchasers divided by new users.
Percentage
Purchaser rate
The share of active users who bought.
Percentage
Transactions per purchaser
Orders of one buyer over the period, on average.
Number
Add to carts
Times something was added to a cart.
Count
Checkouts
Times someone started to check out.
Count
Cart-to-view rate
The people who added a product to the cart, out of those who viewed one.
Percentage
Purchase-to-view rate
The people who bought a product, out of those who viewed one.
Percentage
Item revenue
What the products sold brought, taxes and shipping left out.
Money
Items viewed
Product pages seen.
Count
Items added to cart
Products added to carts, each unit counted.
Count
Items checked out
Products in the checkouts started.
Count
Items purchased
Products bought, each unit counted.
Count
Item view events
Times a product page was seen.
Count
Item-list view events
Times a list of products was seen.
Count
Item-list click events
Times a product was clicked in a list.
Count
Items viewed in list
Products seen in lists, each counted.
Count
Items clicked in list
Products clicked in lists, each counted.
Count
Item list click-through rate
The people who clicked a product in a list, out of those who saw the list.
Percentage
Promotion views
Times a promotion was seen on your site.
Count
Promotion clicks
Times a promotion was clicked.
Count
Items viewed in promotion
Products seen in promotions, each counted.
Count
Items clicked in promotion
Products clicked in promotions, each counted.
Count
Item promotion click-through rate
The people who clicked a promotion, out of those who saw it.
Percentage
Shipping amount
The shipping charged on purchases.
Money
Tax amount
The taxes charged on purchases.
Money
Publisher ad clicks
Clicks on the ads your site or app shows, through AdMob or Ad Manager.
Count
Publisher ad impressions
Ads your site or app showed, through AdMob or Ad Manager.
Count

Search Console metrics.

Four metrics for Google's free results, once a Search Console site is connected. Clicks and impressions add up day by day. Average position is weighted by impressions, the way Search Console weights it. Read them beside your paid clicks to see paid and organic search together.

Metric
What it means
Unit
Organic clicks
Clicks from Google's free results to your site, as Search Console counts them.
Count
Organic impressions
Times your site showed in Google's free results.
Count
Organic CTR
Organic clicks divided by organic impressions.
Percentage
Average position
Where your site showed in Google's free results on average, 1 being the top.
Number

Metrics explained in depth.

The same figures as Google. Added up the way Google adds them up.

Optizads adds up every figure the way Google does. A cost per conversion over a month is the month's spend divided by its conversions, so it matches what Google Ads shows for the same days.

A few figures, such as impression share or Google Analytics users, are read straight from Google for the days you pick, so they match Google's own screen too. You never have to reconcile two versions of the same number.

When the figures are read. Every night, with the last 35 days read again.

Optizads keeps Google Ads, GA4 ad visits and Search Console day by day, in the ad account's time zone. Every night it reads the last 35 days again, because Google keeps adding conversions to past days for weeks and Search Console's last days arrive late.

Open the Overview more than an hour after the last read and the recent days are read again in the background.

How far back, on the day you connect

  • Google Ads: about 25 months, so twelve months can be compared with the twelve before.
  • Search Console: 16 months, as far back as Search Console keeps.
  • GA4: about 25 months of daily sessions, engaged sessions, key events and revenue, for the whole site and for visits from your ads (google / cpc), as far back as the property's data goes. The site-wide metrics come from GA4 for the days you choose.

The newest months arrive first, the rest over the following nights.

Sheets metrics. Your own figures, from a column of a sheet.

Qualified leads from a CRM export, margin, jobs booked: a number kept in a spreadsheet becomes a metric. Pick a tab, the value column and the date column, then how a day adds up: Sum per day, Average per day, Rows per day, Last value per day, Highest per day or Lowest per day. The same rule runs across the days of a period. Set it as a number, money or a percentage.

  • From a Google Sheet or your Library

    Connect Google Sheets, read only, or use a spreadsheet in your Library, Excel files included.

  • Dates as people write them

    17/08/2026, 17 août or Aug 17, 2026. Total rows are skipped, and one tab per month reads as one metric.

  • Read again each night

    With the Google figures. Up to 20 Sheets metrics per ad account.

Calculated metrics. Two metrics and one operation.

A calculated metric divides, multiplies, adds or subtracts two metrics, Google's or a sheet's. Spend ÷ Qualified leads gives a cost per qualified lead that Google Ads alone cannot give.

It uses the two totals over the period: October's spend over October's qualified leads. When either is missing, the card shows nothing rather than a guess.

  • Two different metrics, built-in or from a sheet. A calculated metric cannot use another calculated one.
  • The unit follows the parts: money over a count is a cost, a count over a count a rate.
  • Up to 20 per ad account, shared by everyone on it.

Both are made from Add a metric, in the Overview's Edit my metrics. The docs show each step.

Questions about the metrics.

Anything else? Ask Oppy in the product, or write to the team.

How many metrics does Optizads read?

157 come built in, split 80 Google Ads, 73 Analytics and 4 Search Console. On top, each ad account can add up to 20 sheet metrics and 20 calculated ones.

Is this every Google Ads metric?

No. It is the metrics Google Ads reports for a whole account, from costs to video quartiles, Active View and local actions. Figures that belong to one keyword or ad, such as Quality Score, are not in it.

Why is my cost per conversion not the average of my daily ones?

Because a day with few conversions would weigh as much as a busy one. Optizads divides the period's spend by the period's conversions, which is how Google Ads works it out for the same days.

Why do GA4 figures disappear when I filter by campaign type?

GA4 and Search Console figures cover the whole site. They cannot be split by Google Ads campaign type, so a campaign type filter leaves them out instead of showing a wrong number.

Does disconnecting GA4 delete its figures?

No. The days already kept stay and stop updating. They are deleted with the ad account.

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