To measure how the variety of interactions on your website influences the success of your marketing campaigns, Search Ads 360 reports on the conversions tracked by Floodlight activities, Google Analytics, GA4 and Google Ads conversion actions.
If you've set up Floodlight activities in Search Ads 360 experience, you can view the conversions attributed to items such as client accounts, campaigns and product groups.
The Google Ads conversion actions that you set up in Google Ads are also reported in client accounts and attributed to campaigns, ad groups, keywords, and other items.
Conversion reporting columns
The statistics table reports conversions for accounts, campaigns, ad groups, product groups, keywords and conversion actions in different columns. Some of the conversion reporting columns are included in the table by default. Others, you can add.
Conversion reporting is based on the click date by default
Conversions are reported based on the time that a click that led to the conversion occurred. This is referred to as "click-time", "click-date", or "click-aligned" reporting.
To report on conversions based on the time that a conversion occurred (referred to as conversion-time reporting), you can add columns that include the "by conv. time" suffix in your reports.
The "All conversions" column
The "All conversions" column, which is abbreviated "All conv.", includes conversions from all supported conversion sources, including Floodlight, Google Ads, and Google Analytics. The conversions shown for a selected time period are attributed to an item at the selected level, such as a campaign, product group, keyword, or conversion action.
This column is included in your tables by default and includes cross-device conversions.
Search Ads 360 includes columns such as "Value/All conv." and "All conv. value/cost'"that are based on the "All conversions" column. These columns enable you to understand the value of your conversions with other metrics.
Learn more about the "All conversions" column.
The "Conversions" column
The "Conversions" column reports selected conversions that are used by the automated bidding system and other automation features to optimize your bids and budgets to reach your targets. The "Conversions" column can be overridden to show Floodlight conversion actions that you select when using Google Ads conversions for automated bidding optimization.
You can add this column to your tables.
Understanding "Conversions" vs. "All conversions"
“Conversions” and “All conversions” in Search Ads 360 are both metrics that track important actions taken by users who interact with your ads, but there are differences in how those actions are measured.
- Conversions: Focuses on specific conversion actions selected for campaign optimization. These are the actions directly impacting your bids and targeting, prioritized to achieve your primary business goals.
- All conversions: Provides a broader perspective by including all defined conversion actions. This gives a broader view of user behavior and overall ad effectiveness, including actions not directly used for bid optimization.
Conversions-related columns
Search Ads 360 includes other columns related to the "Conversions" column, such as "Cost/conv." and "Conv. rate".
Learn more about the "Conversions" column.
“All conv. (by conv. time) - estimated” and “All conv. value (by conv. time) - estimated” count conversions columns
The new “All conv. (by conv. time) - estimated” and “All conv. value (by conv. time) - estimated” count conversions columns offer you insights on conversion data for unobserved conversions that will process over the next few days. This data enables you to make informed decisions closer to real-time.
Custom conversions columns for Floodlight, client account, and Google Analytics
Custom conversions columns for Floodlight, client account, and Google Analytics are included in the "Custom columns" section on the "Modify columns" page in Search Ads 360.
In Search Ads 360, the custom conversions columns are owned by a sub-manager account.
The client account conversions column
The "Client account conversions" column includes selected conversions that are recorded by the client account conversion tracking system. The client account automated bidding system uses these conversions to optimize your bids.
You can add this column to your reports.
Search Ads 360 includes "Client account conversions"-related columns, such as "Value/client account conv." and "Client account conv. value/cost".
Segment statistics tables by conversion type
You can segment reports (such as manager account, client account, campaign, ad group, ads and assets and keyword pages) by different conversion dimensions such as conversion source. Learn more about segmenting.