The Conversion performance report is a pre-made detail report that shows the count of conversions. Use the report to select conversions shared with a Google Ads account and evaluate their performance.
Conversion count in Analytics and Google Ads
The All conversions metric in this report is directly comparable to the All conversions metric in Google Ads. The report breaks out the conversions attributed to your Google Ads account:
- In the data visualizations, the All conversions count labeled "Conversions attributed to Google Ads account name" (where Google Ads account name is the name of your linked Google Ads account)
- In the data table, the All conversions count labeled "from Google Ads account name"
In both the data visualizations and the data table, the All conversions count attributed to your Google Ads account will match the count you see in Google Ads.
The total count of conversions may be higher than what you find in Google Ads, depending on the channels you've chosen to receive credit for web conversions. Attribution settings in your Analytics property let you decide if the count of conversions includes only Google paid channels, or both paid and organic channels. If you choose Paid and organic channels, the All conversion total in Analytics may be higher than in Google Ads, because it may include conversions from organic channels like search and direct referrals. Google Ads, on the other hand, only includes conversions attributed to Google paid channels.
The reporting identity set for your Analytics property doesn't affect the conversion count. Rather than using the property's reporting identity, the Conversion performance report always measures users across devices in a way that matches Google Ads.
Learn more about the conversion performance report in the Google Analytics Help Center