Data Source: Google Ads
Metrics: 8
Metrics: 8
Metrics in This Group
| Metric | Description | When to Use |
|---|---|---|
| Google Purchases | Purchases attributed by Google | Count purchase conversions |
| Google Purchases Value | Revenue from Google-attributed purchases | Measure revenue impact |
| Google Average Purchase Value | Average order value per purchase | Evaluate conversion quality |
| Google All Conversions | All tracked conversion actions | Count all goal completions |
| Google All Conversions Value | Total value of all conversions | Measure total conversion value |
| Google Average All Conversion Value | Average value per conversion | Evaluate overall conversion quality |
| Google Video Views | Video ad views (30+ seconds) | Measure video engagement |
| Google View-Through Conversions | Conversions after ad view (no click) | Measure impression-driven impact |
How These Metrics Relate
Google reports two levels of conversions: Purchase-specific:- Google Purchases = Count of purchase conversion events
- Google Purchases Value = Total revenue from those purchases
- Google Average Purchase Value = Purchases Value ÷ Purchases
- Google All Conversions = Purchases + sign-ups + other tracked goals
- Google All Conversions Value = Total value across all conversion types
- Google Average All Conversion Value = All Conversions Value ÷ All Conversions
- Google Video Views = Users who watched 30+ seconds (or full video if shorter)
- Google View-Through Conversions = Users who saw ad but didn’t click, then later converted
Choosing the Right Metric
- E-commerce ROAS: Use Purchases and Purchases Value for direct revenue attribution
- Lead generation: Use All Conversions to track form submissions and sign-ups
- Brand campaigns: Use Video Views to measure engagement, View-Through Conversions for awareness impact
- Full-funnel analysis: Compare click-through vs view-through conversions to understand the customer journey