Google recently announced new reporting metrics to better understand when users are converting on ads. This updated reporting within the Google Ads platform will allow advertisers to know at what time a user converts, rather than solely attributing the conversion to the user’s first click on an ad.
For example, if a user clicked on an ad last week and then converts today, these new metrics will attribute the conversion to today. The image below shows how the Conversions (by conv. Time) column impacts the way conversions are reported.
Six new columns are now available to report on conversions:
- “Conversions (by conv. time)”
- “Conv. value (by conv. time)”
- “Value / Conv. (by conv. time)”
- “All conv. (by conv. time)” and
- “All conv. value (by conv. time)”
- “Value / all conv. (by conv. time)”
By having this information available, advertisers can now compare Google Ads data to internal reporting and CRM platforms to tell a more accurate story of when users are really converting.
It is important to keep in mind that Google will still have standard reporting available which shows the conversion attributed to the first click on the ad – in the example referenced above, this conversion would be attributed to last week. These new columns can be added to existing reports alongside the standard conversion metrics; they will simply increase visibility and insight into user behavior and the customer journey.
If you have any questions about Conversions by Time, please reach out to the experts at MoreVisibility.