About reporting Conversions with Cart Data (beta)

Measure the number of transactions, along with the revenue and profit generated by your Search and Shopping Ads with Conversion with Cart Data (CwCD) reporting. If you use Google Ads conversion tracking (GACT), you can submit cart data. If you don’t have conversion tracking in place, you’ll need to set up conversion tracking.

A click on an ad may lead to sale of products different than those actually featured. Conversions with Cart Data enables you to view which items are purchased after your ads are clicked, which items are most likely to convert, and which items are your top sellers.


  • Clear measure of revenue and profit generated by Google Ads (Search and Shopping)
  • Detailed reporting on cart size and average order value
  • Detailed reporting on items sold

How to report Conversions with Cart Data

You can use CwCD for all conversions that meet these requirements:

  • The conversions are website conversions.
  • The conversions are using Google's global site tag or Google Tag Manager.

To get additional reporting on gross profit, you’ll need to provide a value for the cost_of_goods_sold (COGS) attribute under “Price & availability” in the data specification for your Merchant Center product feed. Learn more about cost_of_goods_sold (COGS)

Learn how to set up and test cart conversions reporting

Get reports on cart conversions

When you submit cart data for a conversion, Google Ads combines the revenue from the reported sold items with their COGS to calculate and report a gross profit. The cart conversion data that you provide will be used to generate conversion reports that contain additional details about your sales and sold products, such as:

  • How different bidding dimensions (device or geographic location, for example) affect cart size and average order value
  • Whether or not users bought items other than those featured in the ads they clicked
  • Whether or not users bought the items featured in the ads they clicked
  • Which bidding entities (campaigns, ad groups, product groups) drive product sales
  • Which bidding entities deliver the highest gross profit
Note: An item can be reported if the item’s Merchant Center ID is the same as the Merchant Center ID that’s linked to the user’s Google Ads account.

Cart conversion reports give you insight into conversions at the product level. For example, assume you’re selling and advertising “red shoes”. From your regular performance reports, you learn that the product “red shoes” is attributed with a purchase conversion. This means that “red shoes” were featured in an ad that was clicked by someone who later bought one of your products. However, this doesn’t mean that the person who clicked the ad ended up buying the product that was featured, in this case, “red shoes”. Instead, they might have bought another product you’re selling.

With the help of your cart information and associated reporting, performance reports contain more insights. For example, you get to identify which products were purchased when an ad was clicked. Overall, these cart reporting insights help you to make more informed decisions. For example, based on your cart reporting insights, you may choose to increase your bid on the products that bring the most conversion-related traffic rather than products that come in as your “top sellers”.

Cart reporting key metrics

Attributed sales metrics

Attributed sales metrics measure the impact of a product as a lead generator. For example, the metrics indicate whether the product’s ad leads to sales of the product itself or other products. The metrics is calculated for all orders that are attributed to a click on an ad for a specific product. You can see these metrics in the Product groups page, Ad groups page, Campaigns page, and the Report Editor. These metrics include the following:

  • Orders: Completed transactions on your site that are attributed to clicks on an Ad.
  • Revenue: Total amount of income from all transactions that are attributed to clicks on an ad. Revenue is calculated as the sum of the price of all items in a cart.
  • Cost of goods sold (COGS): The total amount of business costs that are attributed to a certain product. This metric is only available if you provide the cost of goods sold (COGS).
  • Gross profit: Total amount of profit from all transactions that are attributed to clicks on an ad. This metric is calculated as the difference between the revenue and the cost of goods sold. This metric is only available if you provide the cost of goods sold (COGS).
  • Average order value: A metric that is calculated by dividing the revenue (total amount of income from all transactions) by the number of orders (transactions that result from clicks on Ads).
  • Average cart size: The average number of products in the order cart. This metric is calculated by taking the sum quantity of items in a cart and dividing it by the number of orders.

Offer-level sales metrics

Offer-level sales metrics measure the actual products sold in orders. They can help you understand what people buy when they click on an ad. You can see these metrics in the Report Editor. These metrics include the following:

  • Product gross profit: The total amount of profit from a product. This metric is only available if you provide the cost_of_goods_sold (COGS). Learn more about cost_of_goods_sold (COGS)
  • Product revenue: The total amount of revenue from a product.
  • Units sold: The count of sales of a product.

Conversions with Cart Data for Search Ads

For Search Ads, there’s no product clicked. However, any click on a Search Ad that drives an order will be able to report back the offer-level sales metrics. These products are identified using the Merchant Center feed linked to the Google Ads account where the Search click happened. You can link a Merchant Center feed to a Google Ads account even if it isn’t running shopping ads.

Cross-device conversions support

To provide more complete reporting of cart metrics, Google takes into account cross-device conversions. We use models based on aggregated and anonymous data from users who have previously signed into Google services. These models predict cross-device conversions for cart metrics that Google is unable to observe directly. This approach allows us to provide reporting on cross-device behavior that combines observed and modeled conversions without compromising user privacy.

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