About Results Reporting

Results Reporting highlights and explains the value and results your campaigns are delivering for the goals set up in your account. This article provides an overview of the “Results”, “Results value”, and “Conversion goals” columns in your campaign’s statistics table.

In this article

• Get an overview of the Results Reporting columns
• Explore how to view Results Reporting columns
• Learn the difference between the “Results” column and “Conversions” and “All conversions” columns
• Understand the difference between primary and secondary conversion action goals

 

---

Results Reporting columns

Results column

The “Results” column shows the number of conversions you've received across your primary conversion actions for each of the standard goals in your account.

• This column will display in normal font color the conversions in goals that the campaign is optimizing for. In grayed-out font, this column will display the conversions in goals that the campaign isn’t optimizing for but generating conversions.
• The Results column won’t show conversions grouped by a custom goal. However, if some of these conversions also exist as primary conversion actions in standard goals in your account, you’ll find the conversions from those standard goals in the Results column (note that this isn’t the case for secondary actions, which never appear in the Results column).

Learn more About conversion goals and About campaign-specific conversion goals.

Results value column

The “Results value” column shows the calculated conversion values you've received across your primary conversion actions for each of the standard goals in your account.

Conversion goals column

The “Conversion goals” column shows the goals listed in your campaign level setting that drive your campaign performance.

• You can override your account-default goals and specify which goals you’d like to track in your conversion reporting and use for bidding in a particular campaign.
• Your account-default goals should be applicable to most of your campaigns, but there may be some situations when you want to have more granular control over which conversion goals are used for bidding and reporting in a campaign. Learn more About campaign-specific conversion goals.

 

---

How to view Results Reporting columns

You’ll be able to view Results Reporting columns in your campaign tables, charts, and filters.

Campaign table

In the campaign table, you’ll be able to view the Results Reporting columns you select. For example, if you select the “Results” column, you’ll find the quantity of all primary conversion actions that generated conversions in your campaign.

1. In your Google Ads account, click the Campaigns icon .
2. Click the Campaigns drop down in the section menu.
3. Click Campaigns.
4. Click the columns icon , then click Modify columns.
5. Click Results to expand the options.
6. Under the “Results” section, select one or more of the following columns you’d like to view:
   • Results
   • Results value
7. Click Apply.

Chart

You can view your Results Reporting metrics in a chart. Above the campaign table, you’ll find a chart with two metric boxes.

1. Click on each metric box.
2. Select the metric, Results or Results value, you’d like the chart to display.

Total results will show a breakdown of your goals (if there are more than 3 goals, an optional expansion will appear). For example, you can view the total results of your goals for a specific date.

Filter

You can filter your Results Reporting metrics.

1. Click the filter icon.
2. Under “Results”, select Results (total) or Results value (total), and then enter a value.
3. Click Apply.

 

---

Results column versus Conversions and All conversions columns

	“Results” column	“Conversions” column	“All conv.“ column
Column definitions (bold text signifies main differences)	Number of conversions you've received across your primary conversion actions for each of the standard goals in your account. Note: The “Results” column doesn’t include secondary actions or conversions you've received for custom goals in your account.	Number of conversions you’ve received across your primary conversion actions from the goals (both standard and custom goals) your campaign is optimizing for. Note: The one exception for secondary action inclusion in bidding and reporting in the “Conversions" column is when the secondary action is part of a custom goal.	Number of conversions you’ve received across your primary and secondary conversion actions from the goals (both standard and custom goals), regardless of whether the campaign is actively optimizing towards them.
When to use	When you want to get a holistic view of the business results your campaign is driving towards. The Results column measures conversions across all of your standard goals in your account (both the set of goals which the campaign is optimizing and not optimizing for). Note: The “Results” column doesn’t show the complete impact if you’re using custom goals for your campaign.	When you want to report on conversions from the specific goals your campaign is optimizing for. This is the metric relevant for automated bidding strategies.	Similar to the “Conversions” column, but it also counts conversion actions marked as secondary actions and not relevant to be counted towards automated bid strategies.

 

---

Primary and secondary conversion action goals

• Primary actions: These are used for bidding if the standard goal they are included in is used for bidding. They are also used for reporting in the “Conversions” column.
• Secondary actions: These are used for reporting in the “All conversions” column, but not for bidding, even if the standard goal they are included in is used for bidding. The one exception for secondary action inclusion in bidding and reporting in the “Conversions" column is when the secondary action is part of a custom goal.

 

---

Related links

• About columns in your statistics table
• About campaign objectives in Google Ads
• About campaign-specific conversion goals
• About conversion goals
• Using conversion goals to guide new campaigns
• Manage conversion goals from the conversions summary