Metrics
eCPC
Effective cost per click — blended CPC across all bid types.
eCPC (effective cost per click) is the realized cost-per-click after enhanced-bidding adjustments. On Google Ads with eCPC enabled, the advertiser sets a max CPC and Google adjusts bids upward (+30%) for predicted-high-converting auctions. eCPC differs from CPC in that 'CPC' is the auction price you paid; 'eCPC' is the moving average across all paid clicks under an enhanced strategy.
Example
Google Ads campaign with $1.50 max CPC and eCPC enabled: actual cleared eCPC is $1.83 average — Google bid up to $1.95 on high-intent auctions and down to $1.20 on low-intent ones.