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Glossary

Marketing numbers, explained in plain words

Short, clear explanations of the numbers you see in Google Search Console, Google Analytics, Google Business Profile and Google Ads, and what to do about them.

Impressions vs clicksAn impression is counted when your website appears in someone’s Google search results; a click is counted when they actually…Click-through rate (CTR)Click-through rate is the share of people who clicked your result after seeing it: clicks divided by impressions.Average positionAverage position is roughly where your website ranked in Google results for a search, averaged across all the times it…Direction requestsA direction request is counted when someone asks Google Maps for a route to your business from your Business Profile.Maps rank gridA Maps rank grid checks where your business ranks on Google Maps from many points around your location, and shows…Engagement rateIn Google Analytics 4, engagement rate is the share of sessions that were “engaged”: they lasted longer than 10 seconds,…Key events (conversions)A key event is an action on your website that matters to your business, such as a form submission, a…Cost per leadCost per lead is what you spend on advertising divided by the number of leads (calls, forms or bookings) it…Core Web VitalsCore Web Vitals are three Google measures of how a page feels to use: loading (LCP), responsiveness (INP) and visual…AI search visibilityAI search visibility measures whether AI assistants and AI search features, such as ChatGPT, Gemini and Google’s AI Overviews, mention…

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