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Interaction Rate

Interaction Rate

Contents:

 

Interaction Rate

Quick Description = Ad interactions as a percentage of ad impressions

Calculation: Interactions / Impressions

Referred to as = Interaction Rate

This metric is represented by a percentage (%) and provides an indication of how well your ads are performing at the front end. This metric can represent a number of different ‘rates’ such as CTR or View Rate, depending on the campaign types being used. This metric is part of a suite of cross-campaign performance metrics that allow us to more easily compare the performance of different campaign types.

How Interaction Rate Works

The interaction rate is an aggregate of various different types of rate; we set these out in the table below, essentially showing you how many people interact with your ads as a percentage of all those that could.


Ad Type

Campaign Type

Interaction

Rate Metric

Calculation

Text Ads

Search & Shopping

Clicks

CTR (Click Through Rate)

Clicks / Impressions

Image Ads

Display

Clicks

CTR (Click Through Rate)

Clicks / Impressions

TrueView Video Ads

YouTube

Video Views

View Rate

Views / Impressions

LightBox Ads

Display / Gmail

Engagements

Engagement Rate

Engagements / Impressions

Because this metric was created to help compare campaign types when you are viewing the interaction rate of multiple campaign types, you are really comparing completely different types of rate.

All rates referred to in this guide take the primary interaction metric (such as Clicks, Views, Engagements) and divide them by the number of Impressions. For example, if we have 200 interactions and 5,000 impressions, the interaction rate would be calculated like this:
200 / 5,000 = 0.04 = 4% Interaction Rate

Interactions

We covered what interactions are briefly above; the table below shows you all types of interactions that AdWords uses (at the time of writing):


Ad Type

Interaction

Campaign Type

Text Ads

Clicks

Search & Shopping

Image Ads

Clicks

Display

TrueView Video Ads

Video Views

YouTube

LightBox Ads

Engagements

Display / Gmail

More Information

If you liked this guide on Interaction rate, you may also be interested in the following guides related to this subject:

  • Interactions
  • CPI (Cost Per Interaction)
  • Invalid Interactions
  • Invalid Interaction Rate
  • Clicks
  • Engagements
  • Views

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