SEO – Google Ads debuts ‘conversions by time’ reporting

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.

About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.