Google Ads Conversions

Conversions in Google Ads are meaningful user actions that happen after interacting with an ad. The Google Ads connector provides access to all conversion metrics and conversion types.

Conversion Types

By Tracking Source

Source	Description
Google Ads Conversion Tracking	Conversion tracking tag on the site
Google Analytics	Goals imported from Google Analytics 4
Import from clicks	Conversions imported from CRM/offline data
Phone calls	Call tracking
App conversions	In-app conversions (Firebase)

By Action Category

Category	Description
PURCHASE	Purchase
SIGNUP	Sign-up
LEAD	Lead
CONTACT	Contact
PAGE_VIEW	Page view
ADD_TO_CART	Add to cart
BEGIN_CHECKOUT	Checkout started
SUBSCRIBE_PAID	Paid subscription

Key Conversion Metrics

conversions vs all_conversions

Metric	What it includes
metrics.conversions	Conversions within the attribution window selected in account settings
metrics.all_conversions	All conversions, including cross-device, view-through, and outside the attribution window

Recommendation: use metrics.conversions for standard reporting. Use metrics.all_conversions for the fullest possible picture.

Conversion Value

Metric	Description
metrics.conversions_value	Total conversion value
metrics.all_conversions_value	Value of all conversions
metrics.value_per_conversion	Average value per conversion
metrics.value_per_all_conversions	Average value (all conversions)

Conversion Attribution Window

The period during which a conversion is counted after an interaction:

Setting	Default	Range
Click-through	30 days	1-90 days
View-through	1 day	1-30 days
Engaged-view (YouTube)	3 days	1-30 days

Attribution Models

Google Ads supports several attribution models:

Model	Description
Last click	All value goes to the last click
First click	All value goes to the first click
Linear	Value is distributed evenly
Time decay	More value to more recent interactions
Position-based	40% to the first and last, 20% to the rest
Data-driven	Based on data (recommended by Google)

LightLead uses the attribution model configured in the Google Ads account.

Conversion Lag

Conversions can be recorded with a delay:

Source	Typical delay	Maximum delay
On-site tag	A few hours	24 hours
Google Analytics	24-48 hours	72 hours
Offline import	Depends on the import	Up to 90 days
App (Firebase)	A few hours	24 hours

Data for the last 1-2 days may be incomplete due to conversion registration lag.

Conversion Segmentation

Breaking down conversions by additional parameters:

SELECT
  segments.conversion_action_name,
  segments.conversion_lag_bucket,
  metrics.conversions,
  metrics.conversions_value
FROM campaign
WHERE segments.date DURING LAST_30_DAYS

Conversion Lag (conversion_lag_bucket)

Value	Range
LESS_THAN_ONE_DAY	Less than 1 day
ONE_TO_TWO_DAYS	1-2 days
TWO_TO_THREE_DAYS	2-3 days
THREE_TO_FOUR_DAYS	3-4 days
FOUR_TO_FIVE_DAYS	4-5 days
FIVE_TO_SIX_DAYS	5-6 days
SIX_TO_SEVEN_DAYS	6-7 days
...	...
FOURTEEN_TO_TWENTY_ONE_DAYS	14-21 days

Related Pages

• Metrics
• Query Parameters
• Segments