> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Google Conversions: Purchase and Conversion Metrics for Google Ads

> Track Google Ads conversion metrics in Upstack. Includes Google Purchases, All Conversions, Video Views, and View-Through Conversions with formulas and examples.

Conversion metrics measure the outcomes of your Google advertising—purchases, conversion events, and video engagement. These metrics are reported directly by Google based on their attribution model.

<Info>
  **Data Source:** [Google Ads](/sources/google-ads)\
  **Metrics:** 8
</Info>

## Metrics in This Group

| Metric                                                                                                                              | Description                              | When to Use                         |
| ----------------------------------------------------------------------------------------------------------------------------------- | ---------------------------------------- | ----------------------------------- |
| [Google Purchases](/reference/metrics/advertising/google/google-conversions/google-purchases)                                       | Purchases attributed by Google           | Count purchase conversions          |
| [Google Purchases Value](/reference/metrics/advertising/google/google-conversions/google-purchases-value)                           | Revenue from Google-attributed purchases | Measure revenue impact              |
| [Google Average Purchase Value](/reference/metrics/advertising/google/google-conversions/google-average-purchase-value)             | Average order value per purchase         | Evaluate conversion quality         |
| [Google All Conversions](/reference/metrics/advertising/google/google-conversions/google-all-conversions)                           | All tracked conversion actions           | Count all goal completions          |
| [Google All Conversions Value](/reference/metrics/advertising/google/google-conversions/google-all-conversions-value)               | Total value of all conversions           | Measure total conversion value      |
| [Google Average All Conversion Value](/reference/metrics/advertising/google/google-conversions/google-average-all-conversion-value) | Average value per conversion             | Evaluate overall conversion quality |
| [Google Video Views](/reference/metrics/advertising/google/google-conversions/google-video-views)                                   | Video ad views (30+ seconds)             | Measure video engagement            |
| [Google View-Through Conversions](/reference/metrics/advertising/google/google-conversions/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