Running Google Ads for ecommerce is not about traffic volume. It is about revenue, profitability, and sustainable growth. Tracking the right ecommerce Google Ads KPIs allows you to scale campaigns with confidence instead of guessing.
This guide explains every important ecommerce Google Ads KPI in plain language, with clear examples you can actually apply.
What Are Ecommerce Google Ads KPIs?
Ecommerce Google Ads KPIs are key performance indicators that measure how effectively your ads generate product sales, revenue, and profit. Unlike lead generation, ecommerce advertising success depends heavily on tracking conversion value, ROAS, and cost efficiency.
Ecommerce Visibility KPIs
These metrics show whether your products are being seen by potential buyers.
Impressions
The number of times your product ads appear on Google Search, Shopping, or Performance Max.
Example:
Your product ads appear 40,000 times → 40,000 impressions
Impression Share
The percentage of eligible impressions your ads actually received.
Example:
Eligible impressions: 100,000
Actual impressions: 55,000
Impression share: 55 percent
Top of Page Rate
How often your ads appear above organic search results.
Example:
A 70% top of page rate means your products appear prominently for high-intent searches.
Lost Impression Share (Budget)
The percentage of impressions lost due to limited budget.
Example:
30 percent lost impression share means increasing your budget could immediately increase visibility and sales.
Ecommerce Engagement KPIs
These KPIs measure how appealing your ads and product listings are.
Clicks
The number of times users click on your ads.
Example:
40,000 impressions generate 1,200 clicks
Click-Through Rate (CTR)
Shows how compelling your product titles, prices, and images are.
Formula:
Clicks divided by impressions
Example:
1,200 ÷ 40,000 = 3 % CTR
Low CTR usually indicates weak product titles, uncompetitive pricing, or poor images.
Average Cost Per Click (CPC)
The average amount you pay for each click.
Formula:
Total ad cost divided by clicks
Example:
$2,400 ÷ 1,200 = $2 CPC
Ecommerce Conversion KPIs
These metrics directly determine performance.
Conversions (Purchases)
The number of completed orders.
Example:
1,200 clicks result in 60 purchases
Conversion Rate (CVR)
The percentage of clicks that turn into sales.
Formula:
Purchases divided by clicks
Example:
60 ÷ 1,200 = 5 percent conversion rate
A low conversion rate often signals pricing issues, weak product pages, or a slow checkout experience.
Cost Per Acquisition (CPA)
How much you pay to generate one sale.
Formula:
Ad cost divided by purchases
Example:
$2,400 ÷ 60 = $40 CPA
Ecommerce Revenue KPIs
These KPIs measure sales impact and growth.
Conversion Value (Revenue)
Total revenue generated from Google Ads.
Example:
60 orders with a $100 average order value generate $6,000 in revenue
Average Order Value (AOV)
The average amount customers spend per purchase.
Formula:
Revenue divided by purchases
Example:
$6,000 ÷ 60 = $100 AOV
Increasing AOV often improves profitability without increasing ad spend.
Value Per Click
How much revenue each click generates.
Formula:
Revenue divided by clicks
Example:
$6,000 ÷ 1,200 = $5 revenue per click
Ecommerce Profitability KPIs
These KPIs separate profitable stores from unprofitable ones.
Return on Ad Spend (ROAS)
The most important ecommerce Google Ads KPI.
Formula:
Revenue divided by ad cost
Example:
$6,000 ÷ $2,400 = 2.5 ROAS
This means every $1 spent generates $2.50 in revenue.
Break-Even ROAS
The minimum ROAS required to avoid losing money.
Formula:
1 divided by gross margin
Example:
40 percent gross margin
Break-even ROAS = 2.5
Any ROAS above 2.5 is profitable.
Profit (Advanced Metric)
Revenue minus ad costs and product costs.
Example:
$6,000 revenue
Minus $2,400 ad spend
Minus $2,000 product costs
Profit = $1,600
Ecommerce Quality and Ranking KPIs
These KPIs affect visibility and click costs.
Quality Score
Google’s relevance score for Search campaigns.
Example:
Quality Score of 8 usually results in lower CPCs and higher impression share.
Product Feed Quality
Critical for Shopping and Performance Max campaigns.
Includes:
- Product titles
- Descriptions
- Images
- GTINs
- Google product categories
Poor feed quality leads to higher costs and lower visibility.
Ecommerce Smart Bidding KPIs
Used to evaluate automated bidding strategies.
Target ROAS vs Actual ROAS
Example:
Target ROAS: 300 percent
Actual ROAS: 340 percent
This indicates strong bidding performance.
Conversion Value
The primary optimization signal for Shopping and Performance Max campaigns.
Ecommerce Attribution KPIs
These metrics explain how ads assist sales.
Assisted Conversions
Conversions where ads influenced the purchase but were not the final click.
View Through Conversions
Purchases that happen after users see an ad without clicking it.
Data Driven Attribution
Google’s machine-learning model that assigns fair credit across touchpoints.
Ecommerce Google Ads KPI Cheat Sheet
Goal: Scale revenue
KPIs: ROAS, conversion value
Goal: Improve profit
KPIs: CPA, break-even ROAS
Goal: Increase sales volume
KPIs: Conversion rate, average order value
Goal: Reduce costs
KPIs: CPC, quality score
Goal: Increase visibility
KPIs: Impression share
Final Thoughts
Ecommerce Google Ads success is not about chasing clicks. It is about tracking the KPIs that directly impact revenue and profit. When your metrics align with margins and order value, scaling becomes predictable and sustainable