Gradual feature rollout: This feature is not yet available for all Google Analytics properties.The Conversion performance report is a pre-made detail report that shows the count of conversions. Use the report to select conversions shared with a Google Ads account and evaluate their performance.
Before you begin
- Your Google Analytics property must be collecting data.
- You must mark at least one event as a key event .
- You must link your Google Ads account to your property .
- You must create a conversion in Google Ads based on your Analytics key event .
View the report
- Sign in to Google Analytics .
- From the left menu, select Advertising.
- On the left, go to Advertising > Conversion performance.
How to use this report
Use the Conversions performance report to compare paid advertising, organic marketing, and direct traffic sources.
- Use Google Analyticsto view conversion performance across paid and organic channels with Google Analytics attribution settings and dimensions. This perspective is helpful to compare channels using rich metrics and aligned settings.
- Use Google Adsto view conversion performance for paid advertising channels with Google Ads attribution settings, dimensions, and metrics. This perspective is helpful to review how data is used by the selected Google Ads account for reporting and optimization.
- Attribution Model: When Google Analytics is selected you can change the attribution model and it will apply to the entire selected date range. When Google Ads is selected you can’t change the attribution model, it reflects the active setting used for each conversion. It may be different for the selected date range if the setting was changed during that time.
- Attribution timing: With “conversion time”, the report is based on when conversion occurred. This is helpful to review the trends over time and with “interaction time”, the report is based on when ad interactions occurred that led to a conversion. This is helpful to view recent conversion data and compare with Google Ads.
Understand the data
What is a conversion?
A conversion is created from a Google Analytics key event and provides a consistent way of measuring important actions in both Google Analytics and Google Ads. A conversion helps you improve your marketing strategy by providing consistent conversion counts across platforms and enabling you to optimize your ad campaigns. Unlike key events, conversions are eligible for bidding and reporting in Google Ads. Learn more about Conversions vs. key events .
You can create Google Ads conversions based on your Google Analytics key events through the Google Ads and Google Analytics interface. You can manage most of the conversion settings through Google Ads and Google Analytics, which helps maintain consistency and reduces the risk of data discrepancies.
Events can also be used when creating conversions through the Google Analytics interface. Selected events will be marked as key events in Google Analytics. Learn more about creating Google Ads conversions based on Google Analytics key events .
Conversion count in Analytics and Google Ads
When Google Ads is selected, the All conversions metric in this report is directly comparable to the All conversions metric in Google Ads. The report breaks out the conversions attributed to your Google Ads account:
- In the data visualizations, the All conversions count labeled "Conversions attributed to Google Ads account name " (where Google Ads account name is the name of your linked Google Ads account)
- In the data table, the All conversions count labeled "from Google Ads account name "
In both the data visualizations and the data table, the All conversions count attributed to your Google Ads account will match the count you see in Google Ads.
The total count of conversions may be higher than what you find in Google Ads, depending on the channels you've chosen to receive credit for web conversions. Attribution settings in your Analytics property let you decide if the count of conversions includes only Google paid channels, or both paid and organic channels. If you choose Paid and organic channels , the All conversion total in Analytics may be higher than in Google Ads, because it may include conversions from organic channels like search and direct referrals. Google Ads, on the other hand, only includes conversions attributed to Google paid channels.
The reporting identity set for your Analytics property doesn't affect the conversion count. Rather than using the property's reporting identity, the Conversion performance report always measures users across devices in a way that matches Google Ads.
Dimensions in the report
The report includes the following dimensions :
When Google Ads is selected
| Source platform | The platform where you manage buying activity (such as where budgets, targeting criteria, and so on are set). Examples include:
|
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
|---|
When Google Analytics is selected
Cross-channel
Dimension
What it is
Default channel group
Primary channel group / Custom channel group
Channel groups are based on rule-based definitions that you define.
Source platform
Examples include:
- 'Google Ads' (traffic from Google Ads marketing activity)
- 'Manual' (traffic that isn't from Google media marketing activity)
- 'SA360' (traffic from Search Ads 360 marketing activity)
- 'SFMC' (traffic from Salesforce Marketing Cloud marketing activity)
- 'Shopping Free Listings' (traffic from Google Merchant Center marketing activity)
Examples include “google”, “youtube”, and “gmail”.
Examples include:
- 'affiliate': users who click a link through an affiliate program
- 'cpc': (short for cost-per-click) users who click a paid advertisement
- 'email': users who click a link in an email marketing campaign
- 'organic': users who click a link from a search engine
- 'referral': users who click a link on a website (for example, a link in a video description)
- '(none)': direct traffic
Google Ads
| Dimension |
What it is | How it's populated |
| Google Ads account name |
Shows the account name associated with the Google Ads campaign. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
| Google Ads ad group ID |
Shows the ad group ID associated with the Google Ads campaign. |
This dimension is populated when you successfully link your Google Ads account to your property. |
| Google Ads ad group name |
Shows the ad group associated with the Google Ads campaign. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
| Google Ads ad network type |
The location where your ad was shown (google.com, search partners, display network). |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
| Google Ads campaign |
Shows the campaign associated with the Google Ads campaign. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
| Google Ads campaign ID |
Shows the unique identifier assigned to the campaign in Google Ads. |
This dimension is populated when you successfully link your Google Ads account to your property. |
| Google Ads customer ID |
Shows the customer ID associated with the Google Ads campaign. |
This dimension is populated when you successfully link your Google Ads account to your property. |
| Google Ads keyword text |
Shows the keyword associated with the Google Ads campaign. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
| Google Ads query |
Shows the search query associated with the Google Ads campaign. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging . |
Metrics in the report
The report includes the following metrics :
When Google Ads is selected
| All conversions (by conv. time) | All conversions count based on the day conversion occurred. | To populate this metric, link Google Ads and Analytics and create a conversion in Google Ads based on your Analytics key event . |
|---|
When Google Analytics is selected
| Metric | What it is |
| All conversions |
The total number of times your users triggered a conversion action and what share of those events were attributed to the selected channel. |
| Ads cost |
The total amount you paid for your ads. |
| Cost per all conversions (by int. time) / Cost per all conversions (by conv. time) |
The cost per conversion, calculated as the total cost divided by the number of selected conversion(s). |
| Ads impressions |
Total number of ad impressions served to users. May include ad impressions from linked integrations and / or ad impressions uploaded from data import, depending on report filters. |
| Ads clicks |
Total number of times users have clicked on an ad to reach the property. Includes clicks from linked integrations like linked Google Ads accounts. Also includes uploaded clicks from data import. |
| Ads cost per click |
The average cost you paid for each click on your ads. |
| Total revenue (by int. time) / Total revenue (by conv. time) |
The sum of revenue from purchases, subscriptions, and advertising (Purchase revenue plus Subscription revenue plus Ad revenue). |
| Return on ad spend (by int. time) / Return on ad spend (by conv. time) |
The return on ad spend, calculated as the revenue for selected conversions divided by the total cost for your ads. |
Limitations
- The report is visible, but data is not populated for subproperties and roll-up properties . You must access the report from the source property to view data. The report also isn't currently supported for properties with more complex Google Ads linking setups.
- The report contains only conversions shared with Google Ads. To manage these conversions, you may use the "Summary" page under "Conversions" in Google Ads or the "Conversion management" page in Google Analytics.
- Note: Some conversion-related updates made through the Google Analytics interface will only appear in the "Change history" page of Google Ads.
- Conversions that Analytics can't attribute to any channel may be removed from the total conversion count for some large properties. If that happens, the data quality icon appears next to the report title and displays the message, "The unattributed channel data has been removed from the total conversion count."
