Google Conversions Metrics | Upstack Documentation

Data Source: Google Ads
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

All conversion types:

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

Engagement metrics:

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

Google Conversions: Purchase and Conversion Metrics for Google Ads