Conversion and Visit reports

When you download a DoubleClick Search report, you'll have the option to include Visit and Conversion types. There will be a separate row in the downloaded report for each conversion and visit in the object you're scoped to. Similar to how you can see detailed statistics for a single keyword, you can now view expanded data for a single visit/conversion. This is the first time DoubleClick Search provides event-level data that includes the exact terms leading to the visit or conversion, and not just the keywords that those terms were attributed to. This data is useful in optimizing keyword performance (for example, you can add negative keywords or new keywords). There are also additional columns in the downloaded Visit and Conversion reports that you can't get in the UI.

With Conversion and Visit reports, you can:

  • Download an Excel report that is similar to a Google AdWords Search Query or Placement Performance report.
    You can include visits and conversions and then create a pivot table in Excel to report on the number of visits and conversions per search query or placement term. You can use this data to create new keyword and negative keyword or placement lists.
  • Create a report that analyzes performance on the Google AdSense for Search (AFS) network. AFS is an additional network you can opt into from AdWords. Learn more.
  • Analyze the performance of different Google international sites. For example, seeing how much traffic you get from google.ca vs. google.com can lead you to run different campaigns targeting Canada vs. US.
  • 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.
  • Add new conversions to DoubleClick Search and change the data in existing conversions. Learn more about uploading conversions back into DoubleClick Search.

Columns in Conversion reports

  • 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 engine account's time zone).
  • Conversion visit timestamp: When the visit associated with this conversion started (in the engine 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 engine account's time zone.
  • Conversion timestamp: When the conversion occurred, in the engine 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.

Columns in Visit reports

  • 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 and Yahoo! Search Marketing.
  • 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.

Download a Conversion and Visit report: Follow these steps:

  1. If desired, create a report that segments data by Floodlight group or activity.
    Learn more about creating Floodlight reports.
  2. Click Download in the toolbar above the table and set the properties.
    • DoubleClick Search does not support date segmentation values for Conversion and Visit reports. If you select a value in the Segment by field, DoubleClick Search will treat it as None.
    • Learn more about downloading reports.
  3. Next to Include types, select the Conversions and Visits check boxes.
    • If you select both check boxes, the conversion columns will appear first in the report, and the order of visit columns will be different than in a visit-only report.
    • If you don't need data this detailed and want to keep your report to a manageable size, deselect Conversions and Visits.