Google Ads debuts ‘conversions by time’ reporting

The new columns report conversions on the days they occur instead of by ad click date.

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Google Ads conversions columns
Conversions by time columns now available in Google Ads.

Google has rolled out new conversion reporting columns that capture when a conversion actually occurred.

Reporting conversions by time. The six new columns are:

  • Conversions (by conv. time)
  • Conv. value (by conv. time)
  • Value / Conv. (by conv. time)
  • All conv. (by conv. time)
  • All conv. value (by conv. time)
  • Value / all conv. (by conv. time)

What the columns reflect. The standard conversion column data reports conversions based on the time of the ad click. If a user clicks on an ad on Monday and converts on the site on Thursday, the Conversions column will record that sale for Monday. The new Conversions (by conv. time) column, though, will record that sale for Thursday when it occurred.

If you’re looking at a week’s worth of data in the UI, the Conversions (by conv. time) will reflect conversions that occurred that week, including conversions that came from ad clicks that occurred the previous week.

Note that historical conversion time data goes back to March 2, 2019.

Why we should care. The conversions by time columns offers another layer of information about how your ads are converting and also makes it easier to compare to your own internal sales data.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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