Advertising Editor Advertising Intelligence

Where do I view conversion goal metric data?

See the three places in Microsoft Advertising where you can view conversion data.
Note

In Microsoft Advertising, conversions are reported on the time of the click that led to the conversion. Similarly, assists are reported on the time of the click that contributed to a conversion.

There are three places in Microsoft Advertising where conversion data can be viewed:

Conversion goals page: You can see the conversions, revenue, and repeat rate metrics. You can change the date range in the upper right corner of the page to control the time period for the metrics. Click Campaigns at the top of the page, and then on the left pane, click Conversion Tracking and then Conversion goals (or from the global menu at the top of the page, click Tools and then Conversion goals).

Campaigns: The following conversion metrics can be added to the Campaigns, Ad groups, Ads, Keywords, and Ad extensions tables by clicking Columns and then Modify columns.

  • Conversions
  • Conversion rate*
  • Revenue
  • CPA*
  • Revenue on ad spend

*Conversion rate and CPA are calculated based on clicks that could lead to conversions. For example, clicks that happened after a conversion goal was enabled.

Reports. The following reports include conversion data:

Conversions reportexpando image

Conversion related metrics you will see are Conversions, Conversion rate, CPA, Assists, Cost per assist, Revenue, Revenue per conversion, and Revenue per assist.

Notes
  • Conversions and goals are only reported for campaigns and ad groups with keywords.
  • For shopping campaign conversions and goals you can use the product partition, product unit partition, product search term, and product dimension reports.
  • For dynamic search ads (DSA) conversions and goals you can use the DSA auto target, DSA category, and DSA search term reports.
Conversions model comparisonexpando image

Conversion model comparison provides reporting for advertisers to compare the performance of attribution models side-by-side. This helps in finding keywords, ad group, and campaigns that are undervalued when using the last click attribution model (LCA) and the data driven attribution model (DDA).

Goals reportexpando image
Conversion related metrics you will see are Conversions, Assists, and Revenue. Impressions, clicks and spend cannot be broken down by goal since we can't tell how many impressions it took to generate a specific conversion.
Notes
  • Conversions and goals are only reported for campaigns and ad groups with keywords.
  • For shopping campaign conversions and goals you can use the product partition, product unit partition, product search term, and product dimension reports.
  • For dynamic search ads (DSA) conversions and goals you can use the DSA auto target, DSA category, and DSA search term reports.
Ad Dynamic Text and Share of Voice reportsexpando image
Conversion related metrics you will see are Conversions, Conversion rate, CPA.
Most other reportsexpando image
The following reports show these conversion related metrics Conversions, Conversion rate, CPA, Assists, Cost per assist, Revenue, Revenue per conversion, and Revenue per assist.
  • Account
  • Campaign
  • Ad Groups
  • Ads
  • Keywords
  • Search Terms
  • Destination URL
  • Website URL (publisher)
  • Ad Extension by Keyword
  • Ad Extension by Ad
  • Geo location (old and new versions)
  • Product Partition
  • Product Unit Partition
  • Product Dimension

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