Which two metrics help show you how many people found your ad compelling enough to actually click on it and visit your website? (Choose 2)
Select all correct answers
Correct Answers
Clickthrough rate (CTR)
Clicks
Why is this the correct answer?
Clickthrough rate (CTR) and Clicks are the two metrics that show how many people found your ad compelling enough to click. Clicks is the raw count of how many people clicked the ad — a direct measure of volume. CTR is the percentage of people who saw the ad and clicked it — a measure of how compelling the ad is relative to its impressions. Together, clicks tell you the total number of visitors driven to your website, while CTR tells you how effectively the ad converts viewers into visitors.
Why are the other options incorrect?
Search terms
Search terms show which queries triggered your ads — useful for keyword management but not a measure of how compelling the ad was to those who saw it.
Impressions
Impressions count how many times the ad was shown — they measure reach and visibility, not whether people found the ad compelling enough to click.
Real-World Example
A hotel compares two ads: Ad A gets 1,000 impressions and 15 clicks (1.5% CTR), Ad B gets 1,000 impressions and 42 clicks (4.2% CTR). Both clicks and CTR together reveal that Ad B is 2.8x more compelling — the hotel pauses Ad A and uses Ad B's messaging as the template for future ads.