> For the complete documentation index, see [llms.txt](https://docs.adalysis.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.adalysis.com/tools/ad-testing/faqs/ad-testing-metrics.md).

# Ad testing metrics

Learn how to use ad testing metrics to make test decisions

Ad testing metrics define how valid test results are produced, together with [ad testing thresholds](/tools/ad-testing/faqs/ad-testing-thresholds.md). Adalysis can test six metrics when generating ad test results, **independently** of each other.

You can disable metrics that don't apply to your account or campaign. That means they won't show on test results, so you can focus on what's most relevant to you. For example, accounts that don't set a **conversion value** won't need test results for **conversion value/cost** and **conversion value/impressions.**

You can find your metric settings under **Ad testing**.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FQzqrMdrfGB0yjxBsemyt%2Fimage.png?alt=media&amp;token=967a611a-4a73-4640-8738-0ac3cec0f0bb" alt=""><figcaption></figcaption></figure>

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FxGCFhVQqLfwNb773NfKh%2Fimage.png?alt=media&amp;token=95a9128a-1c73-4dd6-bb5e-0bf4632857a0" alt=""><figcaption></figcaption></figure>

{% hint style="success" %}
When appropriate, we use the same metrics you see in your Google Ads account to make the data easier to review.
{% endhint %}

### **How to use the metrics to make test decisions**

When Adalysis finds a statistically significant test result, we'll display the confidence level as either **90%**, **95%**, or **99%**. Confidence values of **less than 90% are displayed as --**. For example, these test results have statistically significant CTR results with a confidence of 99%.

<figure><img src="https://3203600314-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FGlXujWJyreRidNjZDCw2%2Fuploads%2FJBte3wh6UxdOozochtEh%2Fctr%20ex.png?alt=media&amp;token=b4b759b8-a4cd-4027-a6fc-f69642bef541" alt=""><figcaption></figcaption></figure>

Higher confidence means the result's long-term validity is more reliable. However, higher confidence levels generally require more data. Depending on your test strategy and account volume, you'll need to decide what confidence level you want to reach before pausing losing ads. You can also use [thresholds](/tools/ad-testing/faqs/ad-testing-thresholds.md) to control the volume of data needed.

### Definitions

| Abbreviation        | Metric                         | Definition                                                                                                          |
| ------------------- | ------------------------------ | ------------------------------------------------------------------------------------------------------------------- |
| CTR                 | Click-through rate             | The ratio of clicks and impressions                                                                                 |
| Conv. rate          | Conversion rate                | How often a website visitor completes a desired action, like making a purchase, out of the total number of visitors |
| Conv. / impr.       | Conversions / impressions      | The number of ad impressions that result in conversions                                                             |
| Cost / conv.        | Cost / conversions             | The cost per conversion, or CPA (cost per action)                                                                   |
| Conv. value / cost  | Conversion value / cost        | The conversion value over cost, or ROAS (return on ad spend)                                                        |
| Conv. value / impr. | Conversion value / impressions | Conversion value per impression measures the average revenue generated each time your ad is displayed.              |