Google Ad Reporting Terms Explained for Sparkforge Users

By Sparkforge Support Team ·Last reviewed May 3, 2026

Sparkforge's Google Ad Reporting surfaces 13 core metrics. Impressions count views, clicks count interactions, conversions count goal completions, and CPC, CPA, CPL, and CPS measure spend efficiency.

Google Ad Reporting in Sparkforge pulls live data from connected Google Ads accounts and rolls it up for client review. Here is what each metric on the report means in practice.

Volume metrics

Impressions

The number of times an ad rendered on a Google search results page or partner site. An impression does not require interaction — just a display.

Clicks

Counts every interaction Google attributes to your ad: the headline, phone number, sitelinks, and so on.

Conversions

An action you defined as valuable — form submission, ebook download, newsletter signup, page view of a key URL. Conversions turn ad traffic into measurable outcomes.

Spend metrics

Client Spend

The cost of running ads plus any management fees. Visible only to Agency Admin and Agency User roles.

Average CPC (Cost Per Click)

What you pay on average for a single click. CPC depends on budget, impression volume, location, time of day, and ad content.

Cost Per Conversion (CPA)

Total ad spend divided by the number of conversions. Also called Cost Per Acquisition.

Conversion Rate

Conversions divided by trackable interactions. 50 conversions on 1,000 interactions equals a 5% conversion rate.

Outcome metrics

Revenue

Sum of Lead Value across opportunities marked Won for a campaign. Use numerical integers only — no $ sign.

ROI

Return on investment: revenue from a campaign relative to its cost. Available per ad or per page.

Sales

Opportunities marked Won.

CPS (Cost Per Sale)

Campaign cost divided by Won opportunities.

Leads

Open-stage opportunities created from form submissions, chat replies, or phone calls.

CPL (Cost Per Lead)

Campaign cost divided by open-stage opportunities.

Frequently Asked Questions

Which metrics are visible to clients vs agency users?

Client Spend is restricted to Agency Admin and Agency User roles. Most other reporting metrics are visible at the sub-account level depending on user permissions.

How is Revenue different from Sales?

Sales counts the number of Won opportunities. Revenue sums the Lead Value attached to each Won opportunity, so it represents dollars rather than count.

Do I need a $ sign when entering Lead Value?

No. Use plain integers. The currency symbol is added by the field automatically.

What's the difference between CPL and CPS?

CPL is cost divided by open-stage leads. CPS is cost divided by Won opportunities. CPL measures top-of-funnel efficiency, CPS measures closed business.