Which statement best describes the Conv. Value/Cost metric's purpose?

• A. It shows the average order value
• B. It shows the bounce rate
• C. Conv. Value/Cost shows your return on investment (ROI) by comparing conversion value to how much you pay for clicks
• D. It shows total ad spend

Answer: (C)

The main idea is measuring value earned per unit of ad spend. Conv. Value/Cost takes the total value generated by conversions (the monetary value you assign to each conversion, like revenue) and divides it by the advertising cost spent to achieve those conversions. This ratio shows how effectively your spend turns into value, essentially indicating ROI: more value per dollar spent means higher efficiency. If you spend $100 and get $500 in conversion value, the metric is 5, meaning $5 of value for every $1 spent, which helps you compare campaigns or keywords by profitability rather than just traffic. It isn’t the average order value (that’s revenue per order), nor the bounce rate (a behavior metric), nor the total ad spend (that alone doesn’t reflect value gained).