Google Ads adds video impressions and funnel reporting to Overview page

Google Ads is updating its Overview page with video impressions in conversion paths and a new Performance by stage card, giving advertisers a clearer picture of how campaigns contribute to the customer journey.

What’s new. Conversion paths can now include video impressions, which are identified by an eye icon. Previously, video interactions in these paths were limited to views, leaving out impressions that may have contributed to customer awareness.

The bigger addition. A new Performance by stage card organizes campaign metrics around three stages of the marketing funnel: awareness, consideration and action.

How it works. The card brings together metrics including impressions, CPM, frequency, views, video completion rate and conversion insights. Rather than looking at these metrics separately, advertisers can assess performance in the context of where customers are in their journey.

Measurement matters. The new card also supports insights from Brand Lift, Search Lift and Conversion Lift studies when those studies are configured, helping advertisers connect campaign exposure and engagement with measurable business outcomes.

The limitation. Video impressions in conversion paths currently include only eligible web conversions. Conversions imported from Google Analytics 4 are excluded, meaning advertisers relying on GA4-imported conversions won’t get the same visibility.

Why we care. These updates could be particularly useful for brands running video-heavy campaigns across multiple funnel stages. Advertisers can better understand whether campaigns are building awareness, generating consideration or contributing to conversions, rather than evaluating everything through last-click performance.

Yes, but. An impression appearing in a conversion path doesn’t necessarily mean it caused the conversion. Advertisers should still use incrementality studies, such as Conversion Lift, to evaluate whether their campaigns are generating additional results.

The bottom line. The updated Overview page makes video exposure more visible and organizes performance around the customer journey, helping advertisers evaluate campaign impact beyond clicks and conversions alone.