The conversion rate measures the number of visitors who become customers or leads.

Average CPC is the average amount paid for each click on your ad generated by a keyword you choose.

Deals won are when a lead has reached the end of their purchase cycle and they are been closed.

Ad Impression is how often your ad has been shown on the user's web page.

CTR by campaign is the number of users exposed to an ad divided by the number of users who clicked on it.

Cost per conversion refers to the cost of getting a new customer or turning a lead into an actual sale

Users are the people who visit your website, this can be used to track the popularity of your website

Ad Impression by campaign is how many times your ad appeared on the Google Ad network for a particular campaign.

Monthly Recurring Revenue refers to a business's average monthly revenue from its active customers.