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Understand your conversion tracking data

If you’ve set up conversion tracking, you can add helpful reporting columns to see how your ads lead to valuable customer actions.

Below, we’ll explain what these metrics mean and how to add them to your reports.

"Conversions" and related columns

The "Conversions" column shows you the number of conversions you've received, across your conversion actions. You can use this column to see how often your ads led customers to actions that you’ve defined as valuable for your business.

In some cases, conversions are harder to measure, like when they're completed after a customer uses more than one device or browser, or when the website cookies used to store information about your ad clicks may not be available due to factors including browser settings. In these cases, the “Conversions” column also includes modeled conversions. Please see this article for additional ways to measure some of these conversions.

In order to calculate these difficult-to-measure conversions, we use aggregated and anonymized data from people who have previously visited Google services. This allows us to provide advertisers with granular reporting on conversion behavior without compromising user privacy.

We will only report modeled conversions when there’s enough data to meet our accuracy thresholds. In addition, the calculation runs through our quality systems, such as our conversion spam filter, before appearing in reports.

You can customize how the data in your "Conversions" column is tracked:

  • The “Include in ‘Conversions’” setting: If you’re tracking a conversion action but don’t want to include its data in the column, you can uncheck this setting. The default for most conversion actions is to include the data, so in most cases all of your conversion actions will be included in your "Conversions" column unless you unchecked the setting. Learn more about "Include in 'Conversions.'"
  • The "Attribution model" setting: For website and Google Analytics conversion actions, you can choose how much credit each of a customer's clicks gets for each conversion. Learn more about attribution models.
  • The “Include display cross-device conversions” setting: This setting lets you choose to include Display cross-device conversions in your "Conversions" column. Search and Shopping cross-device conversions are always included in “Conversions.” Learn more about "Include cross-device conversions."
  • The conversion counting setting: You can choose to count every conversion after an interaction, or only one conversion after an interaction. Learn more about conversion counting settings.

Tip: "Conversions" and bidding

If you're optimizing your bids for conversions through automated or manual bid strategies, the data in the Conversions column is used for your bidding strategies.

Related columns

Besides the main “Conversions” column, there are several related columns that use your “Conversions” data to give you more information:

  • Cost per conversion (“Cost / conv.”) tells you how much, on average, each of your conversions cost. It’s calculated by dividing your total cost by the number in your “Conversions” column.
  • Conversion rate (“Conv. rate”) tells you how often, on average, an ad click or other ad interaction leads to a conversion. It’s calculated by dividing “Conversions” by the total eligible interactions (like ad clicks or video ad views.)
  • Total conversion value (“Total conv. value”) is the sum of conversion values for your “Conversions.” You have to enter a value for your conversion actions to make this metric useful.
  • Conversion value per cost (“Conv. value / cost”) estimates your return on investment. It’s calculated by dividing your total conversion value by the total cost of all ad interactions.
  • Conversion value per click (“Conv. value / click”) is your total conversion value divided by the number of eligible clicks.
  • Value per conversion (“Value / conv.”) tells you approximately how much, on average, each of your conversions is worth. It’s calculated by dividing your total conversion value by the number in your “Conversions” column. This metric is useful if each of your conversions has a different value.

"All conversions" and "Cross device-conversions"

"All conversions" ("All conv.") shows you data for all conversion actions, including those which you've chosen not to include in "Conversions." It also includes Display cross-device conversions and other special conversion sources.

“All conversions” has the same set of related columns as “Conversions,” but with metrics calculated based on your “All conversions” column instead of “Conversions.” These columns include:

  • Cost per all conversions (“Cost / all conv.”)
  • All conversion rate (“All conv. rate”)
  • All conversion value (“All conv. value”)
  • All conversion value per cost (“All conv. value / cost”)
  • All conversion value per click (“All conv. value / click”)
  • Value per all conversions (“Value / all conv.”)

The "Cross-device conversions" ("Cross-device conv.") column reports the total number of modeled cross-device conversions across all of your conversion actions. A cross-device conversion happens when a user clicks on your ad on one device and converts on another.

Note: Decimals in conversion data

You may notice that the numbers in your "Conversions," "All conversions," and "Cross-device conversions" columns have 2 decimal places. This is because some attribution models attribute fractional credit for each conversion across multiple clicks. These fractions are represented as decimals like 0.33 or 0.50. Even if you don't use an attribution model that gives fractional credit, you'll still see 2 decimal places in your reports.

About view-through conversions

Your “View-through conversions” column tells you when customers see, but don’t interact, with your ad, and then later complete a conversion on your site. This is different from the data in your other conversion columns, which record when customers interact with an ad and then complete a conversion on your site.

View-through conversions are a helpful way to track the value of your display or video ad campaigns. For display campaigns, for example, they measure the conversions where a customer saw—but didn't click—an ad before completing a conversion. View-through conversions take into account the settings of your conversion actions, such as the way conversions are counted.

For Display Network ads, the last viewable impression will get credit for the view-through conversion. With Google's Active View technology, an impression of a display ad is considered viewable when at least 50% of the ad is onscreen for at least 1 second. 

View-through conversions automatically exclude conversions from people who have also interacted with any of your other ads. View-through conversions are not included in the “Conversions” column, only in the “View-through conversions” column.

View-through conversions from browsers that don’t allow cross-site cookies cannot be reported.

Note: Active View and view-through conversions

Gmail ad impressions, which appear at the top of the Social and Promotions tabs of your Gmail account, aren’t currently verified by Active View. Sometimes view-through conversions will be attributed to a Gmail ad impression, even though Gmail ads aren’t verified as viewable.

View-through conversions for video ads

For video campaigns, view-through conversions tell you when an impression of your video ad leads to a conversion on your site. The last impression of a video ad will get credit for the view-through conversion.

Keep in mind: An impression is different than a “view” of a video ad. A “view” is counted when someone watches 30 seconds (or the whole ad if it’s shorter than 30 seconds) or clicks on a part of the ad. A “view” that leads to a conversion is counted in the “Conversions” column. 

How to add conversion columns to your reports

Choose the AdWords experience you're using. Learn more

To add conversion tracking columns to your reports on the Campaigns tab, follow the instructions below:

  1. On the “Campaigns” tab, click the Columns button and select Modify columns.
  2. Click Conversions.
  3. Select the columns you’d like to include.
  4. Click Apply.
 
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