Understand your conversion tracking data

If you’ve set up conversion tracking, then you can add helpful reporting columns to see how your ads lead to valuable customer actions.

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

Conversions and related columns

The "Conversions" column shows you the number of conversions that you've received, across your conversion actions. You can use this column to see how often your ads led customers to actions that you’ve defined as valuable to your business.

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

  • The “Include in Conversions” setting: If you’re tracking a conversion action but don’t want to include its data in the column, then you can untick 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 unticked the setting. Find out more about "Include in Conversions".
  • 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 optimising your bids for conversions through automated or manual bid strategies, then 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 verifiable conversions, so any clicks that cannot be verified 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 (such as ad clicks or video ad views.)
  • Total conversion value (“Total conv. value”) is the sum of the 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 the 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.

"All conversions" and "Cross-device conversions"

"All conversions" ("All conv.") shows you data for all conversion actions, including those that 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 aggregated and anonymous data from users who have previously signed in to Google services; these models predict cross-device conversions that we are unable to observe directly. This allows us to provide reporting on cross-device behaviour that combines observed and modelled 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 two decimal places. This is because some attribution models attribute fractional credit for each conversion across multiple clicks. These fractions are represented as decimals such as 0.33 or 0.50. Even if you don't use an attribution model that gives fractional credit, you'll still see two decimal places in your reports.

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 one 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" column.

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

Active View and view-through conversions

Gmail ad impressions, which appear at the top of the Social and Promotions tabs of your Gmail account, aren’t currently verified by Active View. Sometimes view-through conversions will be attributed to a Gmail ad impression, even though Gmail ads aren’t verified as viewable.

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. 

How to add conversion columns to your reports

Choose the Google Ads experience that you're using. Learn more

To add conversion tracking columns to your reports on the Campaigns tab, follow the instructions below:

  1. On the “Campaigns” tab, click the Columns button and select Modify columns.
  2. Click Conversions.
  3. Select the columns that you’d like to include.
  4. Click on Apply.
 
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