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What is the difference between cost and total cost?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

In the Ad Group Performance report, I see two performance filters - Cost and TotalCost.

Can anyone tell me what is the difference between them?

 

Thanks!

Marked as Best Answer.
Solution
Accepted by topic author Shay K
September 2015

Re: What is the difference between cost and total cost?

[ Edited ]
Collaborator ✭ ☆ ☆
# 2
Collaborator ✭ ☆ ☆

Hi Shay,

Cost is the cost of your clicks in specfic period and doen't include phone cost ( if your ads include call extension)

Total Cost is the cost of your clicks and phone cost.

Marked as Best Answer.
Solution
Accepted by topic author Shay K
September 2015

Re: What is the difference between cost and total cost?

Top Contributor Alumni
# 3
Top Contributor Alumni
Hi Shay,
Welcome to the AdWords Community!

Cost = your actual click Cost-per-Click costs (from AdWords clicks)
Total Cost = your click CPCs + your Phone Call Costs

AdWords allows advertisers to have Call Extensions and they can add a Google forwarding number to track the calls. Prior to Q2 of 2013, AdWords used to charge if someone manually dialed a Google Call Extensions forwarding number. Total Cost used to total your AdWords clicks and then any calls you received via your Call Extensions w/ Google Forwarding number.

As they no longer charge for manually dialed Call Extension calls, I believe that column is now obsolete.

Re: What is the difference between cost and total cost?

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Thank you!
Marked as Best Answer.
Solution
Accepted by topic author Shay K
September 2015

Re: What is the difference between cost and total cost?

Collaborator ✭ ✭ ✭
# 5
Collaborator ✭ ✭ ✭

Ad Brian said here is the text : 

 

https://support.google.com/adwords/answer/2454052?hl=en

 

Pricing

It's free to use Google forwarding phone numbers with your ads, but you’ll be charged as usual (a standard CPC) when people click on your ad or on the call button (shown on high-end mobile devices). You won’t be charged when people manually dial your custom Google forwarding number."

 

I think the column Phone cost is kept for accounting purposes, to show data to advertisers who had such costs in the past in case they select a long time-frame of 1 year or more.

 

You can also hoover the question mark near a metric to see a box such as this :

 

cost-includes-impressions.png

Re: What is the difference between cost and total cost?

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
Thanks!

Re: What is the difference between cost and total cost?

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭
Great, thank you very much!