{
  "slug": "paid-conversions",
  "name": "Paid conversions",
  "aliases": [
    "Ad conversions",
    "Google Ads conversions"
  ],
  "definition": "The number of conversions Google Ads attributed to your search ads over the period.",
  "category": "Paid search",
  "type": "raw measure",
  "unit": "conversions",
  "direction": "higher-better",
  "verification": "verified",
  "calculation": "A sum of the Ads conversions column over the rows in scope: `sum(conversions)`.",
  "aggregation": "Sums across rows. Fractional values are expected, the ad platform reports fractional attributed conversions.",
  "grain": "One number per date range, or one row per group_by value.",
  "dimensions": [
    "keyword",
    "campaign_keyword",
    "page",
    "adgroup_name",
    "campaign_name",
    "campaign_type",
    "intent",
    "category",
    "country",
    "device"
  ],
  "requiredFilters": [
    "date_range"
  ],
  "sources": [
    "google-ads"
  ],
  "reports": [
    "paid-organic-overlap-report",
    "paid-search-performance-report",
    "search-to-revenue-report"
  ],
  "skills": [
    "paid-efficiency-review",
    "paid-organic-balance",
    "search-to-revenue"
  ],
  "verbs": [
    "paid_search_overview",
    "paid_organic_overlap"
  ],
  "rungs": [
    "R5"
  ],
  "levers": [
    "L8"
  ],
  "questions": [
    "How many conversions did paid search drive?",
    "Which campaigns convert?"
  ],
  "interpretation": "The ad platform's own count of attributed outcomes. It answers what the ads bought, in the ads system's terms, which is the right frame for bid and budget decisions and the wrong frame for a business conversion total.",
  "caveats": [
    "These are ad-platform attributed conversions, not the analytics named goals. Never blend the two lenses in one total.",
    "Attribution windows and conversion-action selection are configured in Google Ads and are not visible here.",
    "Whole-domain only; a segment argument is ignored."
  ],
  "freshness": "~1 day behind, Ads reporting settles overnight; same-day spend is provisional.",
  "failureModes": [
    "Adding paid conversions to analytics goal conversions to get a business total, different systems, overlapping events.",
    "Treating fractional conversion counts as a data error."
  ],
  "notSameAs": [
    {
      "slug": "conversions-count",
      "why": "Paid conversions are the ad platform's attribution; the analytics conversion count is measured against the goals you configured yourself. The skills name which lens they are using whenever both appear."
    }
  ],
  "related": [
    "paid-cost-per-conversion",
    "conversions-count"
  ],
  "workflows": [],
  "lastVerified": "2026-08-04"
}