A click is the number of times users have interacted with your ads with the intention of visiting the website and learning more about what it offers. Clicks are counted when a user tries to reach a website through an ad, even if they do not reach it or if the site is temporarily unavailable.

To know how attractive your ad is and the relationship it has with your keywords and other configuration options, consult the click-through rates or CTR.

A CTR is the percentage of impressions that generated a click. In the case of AdSense, the CTR is the page impressions that have been recorded, while in AdWords, this metric corresponds to the ad impressions.

Impressions are the frequency with which your ad is published; An impression is counted each time the ad is displayed on a search results page or elsewhere on the Google Network.

Impression share can be used to measure the performance of your keywords and ads. It is important to mention that it also contributes to the quality score of the keyword, which can affect the costs and position of the ad.

You can use CTR to determine which ads and keywords are effective and which need improvement. The more related your ads and keywords are to your business, the more likely it is that a user will click after performing a search with your keyword phrase.