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 4 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.
Understand the data
What is a conversion?
A conversion is created in Google Ads 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.
Conversion count in Analytics and Google Ads
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:
| Dimension | What it is | How it's populated |
|---|---|---|
| Campaign / Campaign ID | The name and ID of a promotion or marketing campaign that led to a conversion event. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Default channel group | Channel groupings are rule-based definitions of your traffic sources. Default channel groups include 'Direct', 'Organic Search', 'Paid Social', 'Organic Social', 'Email', 'Affiliates', 'Referral', 'Paid Search', 'Video', and 'Display'. | To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Medium | The method for acquiring users to your website or application.
Examples include:
|
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| Source | A representation of the publisher or inventory source from which traffic originated. For example, users who return to your website from Google Search show as "google" in the Session source dimension.
Examples include “google”, “youtube”, and “gmail”. |
To learn how to populate this dimension, see Traffic-source dimensions, manual tagging, and auto-tagging. |
| 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. |
Metrics in the report
The report includes the following metrics:
| Metric | What it is | How it's populated |
|---|---|---|
| All conversions | The total number of conversions that Google Ads measures for each conversion action. All conversions are calculated based on the time of the click, not the time of the conversion. | To populate this metric, link Google Ads and Analytics and create a conversion in Google Ads based on your Analytics key event. |
| 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. |
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.
- 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."