How to View Conversions in Advertising Platforms
Conversions are essential metrics in online advertising, allowing you to measure the effectiveness of your campaigns. Here’s how to view ‘All Conversions’ and ‘View-Through Conversions’ in platforms like Google Ads and Facebook Ads.
In Google Ads
- All Conversions
“All Conversions” includes every tracked conversion, such as website actions, phone calls, in-app conversions, and offline imports.
Steps to View All Conversions:
Log in to your Google Ads account.
Navigate to Campaigns from the left-hand menu.
Select the “Columns” button at the top-right of the table.
Click “Modify Columns”.
Under the “Conversions” section:
Select “All Conversions” to include this metric in your report.
Apply changes to add this column to your campaign or ad group table.
Where It’s Useful:
Useful for understanding the total impact of your campaigns across different touchpoints and conversion actions.
- View-Through Conversions
“View-Through Conversions” track users who saw your ad but didn’t interact with it, later converting through another channel.
Steps to View View-Through Conversions:
Go to your Google Ads account.
Navigate to Tools & Settings to Measurement to Conversions.
Select the specific conversion action.
Check the metrics under View-Through Conversions.
Alternatively, you can include “View-Through Conversions” in your campaign performance columns:
Modify the columns in the campaign table.
Add View-Through Conversions from the “Conversions” section.
Where It’s Useful:
Useful for assessing the effectiveness of display and video campaigns where direct clicks may not always happen.
In Facebook Ads (Meta Ads Manager)
- All Conversions
Facebook consolidates all tracked conversions, such as purchases, sign-ups, or custom events.
Steps to View All Conversions:
Open Meta Ads Manager.
Select the desired campaign, ad set, or ad.
Click on Columns greater than Customize Columns.
Add the relevant conversion actions you want to track, such as:
Purchases.
Leads.
Registrations.
Apply changes to view these metrics in the table.
- View-Through Conversions
Facebook tracks “View-Through Conversions” as part of its Attribution Settings.
Steps to View View-Through Conversions:
Open Meta Ads Manager.
Select the campaign or ad you want to analyze.
Under the performance metrics, click “Attribution Settings”.
Select 1-day view, 7-day view, or other attribution windows to view View-Through Conversions.
You can customize columns to display View-Through Conversions for specific ad sets or campaigns.
Where It’s Useful:
Important for display-heavy platforms like Facebook and Instagram, where users might convert after seeing (but not clicking) an ad