Understand changes in conversions with explanations

June 2, 2020

When optimizing campaigns, it’s important to understand why your conversion volume may change. However, it can be difficult to diagnose this issue–the change could be due to conversion lag, a problem with your conversion tag, or something else. To make it easier for you to understand these changes in conversion volume, you can now request explanations for conversions in your Search campaigns. 

With explanations, you can view the reason for any change in clicks, impressions, cost and conversions in a single click. This makes it easy for you to spend more time focusing on optimization and less time investigating performance issues.

Before you get started with explanations, keep the following in mind:

  • Explanations are currently available for manual CPC or eCPC Search campaigns
  • Explanations can compare two time periods of equal length within the last 90 days
  • Explanations may only show for campaigns with significant performance changes

Screenshot of example explanation "not all of your conversions have been reported yet."

We’ll continue to expand explanations in the coming months. Learn more about explanations in the Google Ads Help Center.

Posted by Chloe Xu, Product Manager, Google Ads


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