Google Ads conversions report template. How your ads bring actions: how many, what they cost, their kind and each conversion action.
The conversions report shows what your ads turned into, and whether you can trust the count. It opens on the last 30 days against the 30 before, with key figures, a daily chart, conversions by kind and a table of every conversion action.
- Last 30 days vs the 30 before
- 4 cards
- Accounts with conversion tracking
What is in the conversions report template? Four cards, in this order.
Two counts for each action.
The Conversion actions table shows two counts side by side. Conversions are the actions your bidding uses, the primary ones. All conversions add every other action Google counts, the secondary ones included. Reading the two together answers most tracking questions.
- An action with all conversions and no conversions is secondary: reported, but ignored by bidding. That is right for a newsletter sign-up and wrong for your sale.
- An action that counts as a conversion but is not a business result, such as a page view or a scroll, steers smart bidding toward the wrong people. Make it secondary.
- Two primary actions that record the same event, such as a Google Ads tag and an imported Google Analytics purchase, count every sale twice. Cost per conversion looks half what it is.
The table is sorted by all conversions, so actions that bidding ignores still show up. More on the difference in all conversions.
How do you read a conversions report? The chart, the kinds and the value.
On the chart, a day at zero after normal days is almost always a broken tag or a site problem. A day that suddenly doubles is often a new action, or a duplicate one. The last days of the 30 are still filling in, because Google credits each conversion to the day of its click.
Conversions by kind shows the mix. If a kind you never meant to count takes a large slice, check which action feeds it in the table below.
Conversion value divided by conversions gives the average value of one. If it never moves, every conversion probably carries the same default value, and value-based bidding has nothing real to work with. See value per conversion.
What does a conversions report show on a made-up account?
Clearview Windows
A made-up account, for illustration
Clearview Windows, a made-up firm, sells and fits double glazing. Its report shows 640 conversions at €9.40 each over 30 days, while the sales team counted about 100 enquiries.
The Conversion actions table explains the gap. Scroll 75% recorded 398 conversions. Quote form sent recorded 82, Thank you page view 81 and the imported Google Analytics lead 79: three actions for the same form. All are primary.
The firm keeps Quote form sent as primary and makes the rest secondary. Its real cost per enquiry is about €60, and its bidding now chases enquiries rather than scrolls.
Which accounts is the conversions report template for?
Any account with conversion tracking set up in Google Ads. Without it, every card is empty or at zero, and the conversion tracking checker is the place to start. Conversion value needs values on your actions.
Click Customize to add Main goal, or to put Key events from ads, a Google Analytics 4 figure, beside conversions in Key figures. Two counts of the same thing from two tools, side by side, show quickly when one of them breaks. More in the report builder.
Questions about the conversions report template.
Anything else? Ask Oppy in the product, or write to the team.
What is the difference between conversions and all conversions?
Conversions count the primary actions your bidding uses. All conversions add every other action Google counts, secondary ones included. The table shows both for each action.
Why are the last few days lower than the rest?
Google credits each conversion to the day of the click that led to it, and conversions keep arriving for days after. The newest days fill in over the following week or more.
How do I spot double counting?
Look in the Conversion actions table for two primary actions that rise and fall together with similar counts, such as a form tag and a thank-you page view. Keep one as primary.
Does the template show offline or imported conversions?
It shows every conversion action Google Ads counts for the account, imported ones included, with their conversions and all conversions.
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