The Conversions report surfaces information about each conversion event.
Note: This article describes the default report. You can customize the report by applying filters or comparisons or by changing the dimensions, metrics, or charts. Learn more
View the report
- Sign in to Google Analytics.
- From the left menu, select Reports
.
- On the left, click Engagement > Conversions.
As an Editor or Administrator, you can add the report if it isn't available in the left menu.
Dimensions in the report
The report includes the following dimensions. If you are an Editor or Administrator, you can add or remove dimensions in the report.
| Metric | What it is | How it's populated |
|---|---|---|
| Event name | The name of an event. For example, if someone triggers a purchase event, the text 'purchase' populates the dimension. | This metric is populated automatically. |
Metrics in the report
The report includes the following metrics. If you are an Editor or Administrator, you can add or remove metrics in the report.
| Metric | What it is | How it's populated |
|---|---|---|
| Conversions | The number of times users triggered a conversion event. | Populate this metric by marking an event as a conversion. |
| Total revenue |
The total revenue from purchases, in-app purchases, subscriptions, and ad revenue. Total revenue = purchases + in-app purchases + subscriptions + ad revenue Note: Only events about purchases, in-app purchases, subscriptions, and ad revenue can have total revenue. If you want to see the value assigned to other events, see the "Event value" metric instead. When setting up the purchase event, make sure you provide values for both the value and currency parameters. Otherwise, you won't see purchase data for the Total revenue metric. |
This metric is the sum of the purchase, in_app_purchase, app_store_subscription_renew, and app_store_subscription_convert events, as well as ad revenue, which is populated via the Google AdMob integration, Google Ad Manager integration, or by sending the ad_impression event from a third-party integration. |
| Total users |
The number of unique user IDs that triggered any events. The metric allows you to measure the number of unique users who logged an event. |
This metric is populated automatically. |
Adjust the date range
The report shows data for the last 28 days by default. You can adjust the date range using the drop-down menu in the top right of the report. Learn more
Frequently asked questions
How does Google Analytics attribute credit to different conversion paths?
If you want to learn more about your conversions, such as your customers' paths to conversion and how different attribution models distribute credit to each touchpoint along the customers' paths, see the Conversion paths report.
What attribution model does Analytics apply to my conversions?
Google Analytics uses the data-driven attribution model by default. The data-driven attribution model distributes credit for a conversion based on data for each conversion event. Each model is specific to you and your conversion events. You can change your attribution settings in Attribution Settings on the Admin page. Learn more