About Conversion and Visit reporting

To see details about the conversions and visits your Floodlight activities and the new Search Ads 360 have recorded, download a Conversion or Visit report. In the downloaded report, you'll see a separate row for each conversion and visit in the report's scope for up to the last 60 days. Each row contains such information as:

• The items and visit that are attributed to the conversion. For example, you'll see which ad, keyword, product group, or sitelink led to the conversion.
• The time and date of the visit that led to the conversion, as well as the time and date of the conversion itself. This helps you 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 know to always wait 24 hours before reaching a final conclusion on your campaign's performance.
• The type of device on which the conversion occurred.
• The Floodlight activity that recorded the conversion.

• Conversion data is not available prior to September 20, 2023.
• The click ID is not available in the visits report prior to September 1, 2023.

The visit report is filtered by the query date, if known (which is often, but not always, the same as the visit date). The conversion report is filtered by the conversion date. Both dates are determined using the client account's time zone.

No scaled conversions

The new Search Ads 360 may be unable to directly measure Floodlight conversions and imported Google Analytics goals and transactions when website cookies that store information about your ad clicks aren't available. This may be due to such factors as browser settings or application settings, even if you use one of Google's sitewide tagging solutions. In these cases, the new Search Ads 360 uses machine learning and historical data to model the number of conversions and amount of conversion revenue that cannot be directly measured. Reports and bid strategies in the new Search Ads 360 use the resulting estimate to scale conversion metrics and provide a more complete picture of how your advertising drives conversions.

A Conversion or Visit report doesn't include scaled conversions. It only shows conversions that were measured directly. The number of conversions in a Conversion or Visit report is not expected to match the number in a Floodlight column.