Metrics available with conversions with cart data

Orders is the total number of purchase conversions that include cart data and are attributed to your ads.

How it works: You report conversions with cart data for completed purchases on your website or app. If a conversion is attributed to previous interactions with your ads (clicks for text or Shopping ads, views for video ads, among others), it’s counted as an order.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt in an order on your website or app. Even though they bought 2 products, this would count as one order.

Requirement: You must share cart data as part of your website or app conversions.

Revenue is the total amount of products sold from orders attributed to your ads. It’s calculated by adding the prices of sold products reported in your cart data minus any discounts.

How it works: Revenue changes based on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the revenue from all products sold as a result of an interaction with an ad featuring that specific product.
• If you’re viewing sold products (for example, by Item ID sold): You’ll see the revenue from a specific product sold, regardless of which ad the customer interacted with.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt in an order from your website or app. The hat is priced $10 USD and the shirt is priced $20 USD. The entire order has a $5 USD discount. The revenue from this order is $25 = ($10 + $20) - $5.

Requirement: You must share cart data as part of your website or app conversions.

Cost of goods sold (COGS) is the total cost of products from sales driven by your ads.

How it works: The way COGS is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the cost of all products sold in sales that resulted from advertising that specific product.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the cost of only that specific product sold, even if a customer interacted with an ad for a different product.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The hat has a cost of goods sold value of $3 USD, the shirt has a cost of goods sold value of $5 USD. The cost of goods sold for this order is $8 = $3 + $5.

Requirements: You can add COGS to every product in your Merchant Center product feed. If this data is missing, conversions with cart data reporting will be inaccurate.

Gross profit is the profit made from sales driven by your ads. It’s calculated by subtracting revenue from cost of goods sold (COGS).

How it works: The way gross profit is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the profit from all sales that resulted from advertising that specific product.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the profit from selling that specific product, even if a customer interacted with ads that didn't show it.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt in an order from your website or app. The hat is priced $10 USD and the shirt is priced $20 USD. The hat has a cost of goods sold value of $3 USD, but the shirt has no cost of goods sold value. Gross profit for this order will only take into account the hat, so it’s $7 = $10 - $3.

Requirements: Gross profit calculations require cart data from your purchase conversions and COGS data from your product feed. If data is missing, the reported gross profit will be inaccurate.

Gross profit margin is the percentage of all sales driven by your ads after taking out the cost of goods sold (COGS).

How it works: The way gross profit margin is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the profit margin from all sales that resulted from advertising that specific product.
• If viewing sold products (for example, by Item ID Sold): You’ll see the profit margin from selling that specific product, even if a customer interacted with ads that didn't show it.

Example: Someone bought a hat and a shirt in an order on your website or app. The hat is priced $10 and has a cost of goods sold value of $3 USD. The shirt is priced $20 USD but has no COGS value. Gross profit margin for this order will only take into account the hat because it has a cost of goods sold value, so it’s 70% = ($10 - $3)/$10 x 100%.

Requirements: Gross profit margin calculations require cart data from your purchase conversions and COGS data from your product feed. If data is missing, the reported gross profit will be inaccurate.

Average order value is the average revenue per order attributed to your ads. It’s calculated by dividing the revenue by the number of orders.

How it works: You report conversions with cart data for completed purchases on your website or app. Average order value is the total revenue from your orders divided by the total number of orders.

Example: You received 3 orders which made $10 USD, $15 USD and $20 USD worth of revenue. The average order value is $15 = ($10 + $15 + $20)/3.

Requirement: You must share cart data as part of your website or app conversions.

Average cart size is the average number of products in an order attributed to your ads. It’s calculated by dividing the units sold by the number of orders.

How it works: You report conversions with cart data for completed purchases on your website or app. Average cart size is the total number of products sold divided by the total number of orders you received.

Example: You received 2 orders, the first included 3 products and the second included 2. The average cart size is 2.5 products = (3+2)/2.

Requirement: You must share cart data as part of your website or app conversions.

Lead revenue is the total amount you made from products sold as a result of advertising the same product.

How it works: The way lead revenue is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the revenue only when the advertised product (that a customer interacted with) matches the product ultimately sold.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the revenue from a sold product only if that product was also the exact one advertised in the ad a customer interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The hat is priced $10 USD and the shirt is priced $20 USD. The lead revenue of this order is $10 USD.

Requirements: Lead revenue calculations require conversions with cart data for completed purchases on your website. If data is missing, the reported units sold will be inaccurate.

Cross-sell revenue is the total revenue of products sold that differ from the specific product featured in an ad the customer interacted with. It’s calculated by adding the prices of sold products that do not match the advertised product minus any discounts.

How it works: Cross-sell revenue is always calculated by comparing Item IDs. Revenue is cross-sell if the sold product’s Item ID doesn’t match the advertised product's Item ID, even in aggregated views (for example, by campaign, ad group, or brand). Ads with no products (for example, text ads), result in zero cross-sell revenue.

Cross-sell revenue changes based on your report view:

• If you’re viewing advertised products (for example, by Item ID): Shows revenue from all products sold with a different Item ID than the product featured in the ad.
• If you’re viewing sold products (for example, by Item ID sold): Shows the revenue generated by this specific product when it was purchased after a customer interacted with an ad featuring a different Item ID.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The hat is priced $10 USD and the shirt is priced $20 USD. The cross-sell revenue of this order is $20 USD.

Requirement: You must share cart data as part of your website or app conversions.

Lead gross profit is the total made from products sold as a result of advertising the same product, minus the cost of goods sold (COGS).

How it works: The way lead gross profit is calculated depends on your reporting view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the profit from all sales where the advertised product (that a customer interacted with) matches the product ultimately sold.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the profit from a sold product only if that product was also the exact one advertised in the ad a customer interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The hat is priced $10 USD and has a cost of goods sold value of $3 USD. The lead gross profit of this order is $7 = $10 - $3.

Requirements: Lead gross profit calculations require both conversions with cart data and COGS (from your product feed). If data is missing, the reported lead gross profit will be inaccurate.

Cross-sell gross profit is the total made from sales as a result of advertising a different product, minus cost of goods sold (COGS).

How it works: The way cross-sell gross profit is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the profit from all sales where the advertised product (that a customer interacted with) did not match the product ultimately sold.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the profit from a sold product only if that product was not the exact one advertised in the ad the user interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The shirt is priced $20 USD and has a cost of goods sold value of $5 USD. The cross-sell gross profit of this order is $15 = $20 - $5.

Requirements: Cross-sell gross profit calculations require both conversions with cart data and COGS (from your product feed). If data is missing, the reported cross-sell gross profit will be inaccurate.

Lead units sold is the total number of products sold as a result of advertising the same product.

How it works: The lead units sold shown depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the total units sold where the advertised product (that a customer interacted with) matched the product ultimately sold.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the units sold for a product only if it matched the exact product advertised in the ad a customer interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat, a shirt and a jacket. The lead units sold in this order is one.

Requirements: Lead units sold calculations require conversions with cart data for completed purchases on your website. If data is missing, the reported units sold will be inaccurate.

Cross-sell units sold is the total number of products sold as a result of advertising a different product.

How it works: The way cross-sell units sold is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the units sold from all sales where the advertised product (that a customer interacted with) did not match the product ultimately sold.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the units sold for this specific product only if it was not the one advertised in the ad the user interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat, a shirt and a jacket. The cross-sell units sold in this order is 2.

Requirements: Cross-sell units sold requires conversions with cart data.

Lead cost of goods sold (COGS) is the total cost of products sold as a result of advertising the same product.

How it works: The way lead COGS is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the cost from all sales where the advertised product (that a customer interacted with) matches the product ultimately sold.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the cost from a sold product only if that product was also the exact one advertised in the ad a customer interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The hat has a cost of goods sold value of $3 USD, the shirt has a cost of goods sold value of $5 USD. The lead cost of goods sold for this order is $3 USD.

Requirements: Lead COGS calculations require both conversions with cart data and COGS (from your product feed). If data is missing, the reported COGS will be inaccurate.

Cross-sell cost of goods sold (COGS) is the total cost of products sold as a result of advertising a different product.

How it works: The way cross-sell COGS is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the cost from all sales where the advertised product (that a customer interacted with) did not match the product ultimately sold.
• If you're viewing sold products (for example, by Item ID Sold): You’ll see the cost from this specific sold product only if that product was not the exact one advertised in the ad the customer interacted with prior to purchase.

Example: Someone clicked on a Shopping ad for a hat then bought the same hat and a shirt. The hat has a cost of goods sold value of $3 USD, the shirt has a cost of goods sold value of $5 USD. The cross-sell cost of goods sold for this order is $5 USD.

Requirements: Cross-sell COGS requires both conversions with cart data and COGS (from your product feed). If either data is missing, the reported cross-sell COGS will be inaccurate.

Units sold is the total number of product sales driven by your ads.

How it works: The way units sold is calculated depends on your report view.

• If you’re viewing advertised products (for example, by Item ID): You’ll see the number of units that were sold as a result of advertising that specific product.
• If you’re viewing sold products (for example, by Item ID Sold): You’ll see the number of units sold, even if a customer interacted with ads that didn't show it.

Requirements: Units sold requires conversions with cart data for completed purchases on your website.