Conversions and Visits report

To see details about the conversions and visits your Floodlight activities and DoubleClick Search (DS) have recorded, download a Conversions and Visits report. In the downloaded bulksheet, you'll see a separate row for each conversion and visit in the report's scope. Each row contains information such as:

  • The items and visit that are attributed for the conversion. For example, you'll see which ad, keyword, product group, or AdWords sitelink led to the conversion.
  • The time and date of the visit that led to the conversion, as well as the time and date of the conversion itself. This helps you see the time that passed from when your customers first visited the site to when they made the conversion. For example, if you know that it usually takes one day for your visitors to convert, you'll then know to always wait 24 hours before reaching a final conclusion on your campaign's performance.
  • The type of device on which the conversion occurred.
  • The Floodlight activity that recorded the conversion.

Analyzing this data may help you find new keywords or negative keywords. In addition, you can use the report to edit existing conversions or upload new conversions.

Download a Conversions and Visits report

  1. Navigate to an advertiser or lower scope.
    Steps for navigating to an advertiser
    1. Click the navigation bar to display navigation options.

    2. In the Agency list, click on the agency that contains the advertiser. You can search for an agency by name or scroll through the list.

    3. In the Advertiser list, click on the advertiser.

    4. Click Apply or press the Enter key.

    DoubleClick Search displays the advertiser page, which contains data for all of the advertiser’s engine accounts.

  2. Optionally create a filter that displays only the specific ads, keywords, or product groups you want to report on.
  3. Select a time range for the report.
  4. Click Download in the toolbar above the table and select the following:
    • Scope: Current selection in table
    • Columns: Editable columns (for re-upload)
    • Include types: Conversions, Visits

      If you plan to use the report to edit or create new conversions, clear the checkboxes for other types to avoid uploading unintended changes.

      For example, if you download from the Keywords tab, clear the Keywords checkbox to make sure that you don't unintentionally change the keywords in the bulksheet and then upload the changes.

    • Filters: Include rows with no impressions
  5. Click Download.

DS downloads a bulksheet to your web browser’s download folder. The bulksheet contains one row for each conversion and visit. Conversions and conversion columns appear first in the report, then visits and visit columns.

Conversion columns

When you download a report with the Conversions type, you'll see the following columns:

  • Row type: Conversion
  • Conversion ID: Same as the Advertiser conversion ID if one is provided. If there is none, DoubleClick Search will auto-generate an ID.
  • Advertiser conversion ID:Provided by the advertiser.
  • Conversion revenue:The monetary amount of the conversion. This value could be different from Conversion original revenue if it's a currency-converted value as a result of a Floodlight instruction.
  • Conversion original revenue: The revenue value passed on from the website.
  • Conversion visit ID: The DoubleClick Search ID of the visit associated with this conversion. This can be used for cross-referencing with the Visit report.
  • Conversion visit date: The date of the visit associated with this conversion (in the DoubleClick Campaign Manager (DCM) account's time zone).
  • Conversion visit timestamp: When the visit associated with this conversion started (in the DCM account's time zone). This is great for troubleshooting when combined with the Conversion timestamp column. You can determine the amount of time that elapsed from when the user clicked the ad to the purchase.
  • Conversion date: In the DCM account's time zone.
  • Conversion timestamp: When the conversion occurred, in the DCM account's time zone. This is great for troubleshooting when combined with the Conversion visit timestamp column.
  • Account time zone: Displayed in location format (for example, America/Chicago). English only.
  • Attribution type: The conversion is attributed to either the visit or the keyword/ad combination.
  • Conversion type: Action or Transaction.
  • Conversion search term: The search term that led to the visit and, ultimately, the conversion.
  • Conversion visit referrer: The URL of the page the customer visited immediately before the conversion page.
  • Custom Floodlight variables: Each custom Floodlight variable that you've set up for your DS advertiser appears as a column. The column contains the data the variable recorded for the individual conversion.

Visit columns

When you download a report with the Visits type, you'll see the following columns:

  • Row type: Visit
  • Visit ID: DoubleClick Search-generated ID that can be used for cross-referencing with a Conversion report.
  • Visit search query: The search term that led to the visit.
  • Visit date: In engine account's time zone.
  • Visit timestamp: When the visit started, in engine account time zone. This is great for troubleshooting when combined with the Conversion timestamp column in the Conversion report.
  • Account time zone: Displayed in location format (for example, America/Chicago). English only.
  • Visit network: Search or Content for AdWords; empty for Bing Ads.
  • Visit referrer host: (e.g., www.google.co.uk) For ads in display, this value tells you what host led to your visit or conversion. You could also use this to help you determine whether to opt in to the AdSense for Search (AFS) network. AFS is an additional network you can opt into from AdWords. Learn more.
  • Visit referrer path: (e.g., /search) This is helpful when analyzing placement reports.
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