Understand your conversion tracking data

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

Columns in your conversion summary provide a variety of information about your account. Your choices vary depending on which columns you’ve added. Choose which columns to display, then rearrange and save them in the order that you prefer.

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

View “Conversions” and related columns

Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Hover over the title at the top of each column for a definition of the conversion action.

"Conversions" and related columns

The "Conversions" column shows you the number of conversions you've received, across your conversion actions. Conversions are measured with conversion tracking and may include modeled conversions in cases where you are not able to observe all conversions that took place. You can use this column to see how often your ads led customers to actions that you’ve defined as valuable for your business.

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

  • The "Account-default conversion goals" 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 account-default conversion goals
  • The campaign-level conversion setting: You can specify conversion actions for a particular campaign or a group of campaigns using the campaign conversion setting. Learn more About account-default conversion goals
  • 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 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. This calculation only applies to eligible interactions (like ad clicks or video ad views), so any clicks that cannot be tracked for conversions are removed from the calculation.
  • 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.
  • Conversion value rules (“All conv. value”) shows the combined value for each conversion action. For example: Say you've set the value of a newsletter signup as $3, and you've gotten 10 signups. Your “All conv. value” will be $30. If you’d like to review specific conversion value rules reporting, you can segment your reports.

"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 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 cross-device conversions across all of your conversion actions. Cross-device conversions start as a click on an ad from one device and end as a conversion on another device (or in a different web browser on the same device). To offer a more complete report of cross-device conversions, we use models based on privacy-safe data from users who have previously signed into Google services; these models predict cross-device conversions that we are unable to observe directly. This allows us to provide reporting on cross-device behavior that combines observed and modeled conversions, without compromising user privacy.

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.

Time of conversion

The primary conversion columns mentioned above are calculated based on the time of the click, not the time of the conversion. For example, if your ad was clicked on last week and that traffic converted this week, both the click and the conversion are reported back to last week in the primary conversions columns. This allows you to accurately measure metrics like cost per conversion or return on ad spend, because ad spend is also calculated based on the time of the click.

You can also report on conversions based on the time the conversion occurred. This is helpful for you to see recent conversion data and compare with your third-party reporting. Time of conversion columns include:

  • “Conversions (by conv. time)”
  • “Conv. value (by conv. time)”
  • “Value / Conv. (by conv. time)”
  • “All conv. (by conv. time)”
  • “All conv. value (by conv. time)”
  • “Value / all conv. (by conv. time)”

Note: Data for these columns is available from March 2019. Store visit conversions and store sales conversions are not included in “by conv. time” column data.

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” and "All conversions" columns.

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

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.

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