Google Ads conversion data in Search, Social, & Commerce

Search, Social, & Commerce automatically syncs Google Ads-tracked conversion data for all of your campaigns on the Google Ads search and shopping networks into Search, Social, & Commerce for reporting and optimization.

All of the metrics are automatically available in your campaign management views and basic reports, and are also available to use in portfolio objectives for optimization.

Available conversion data

Search, Social, & Commerce syncs data for conversions for which the “Include in ‘Conversions’” option is enabled, pulling the data for the last 35 days and then pulling changes to the data daily by 09:00-10:00 in the advertiser’s time zone. Historical data may change from day to day as new conversions are tracked for each click.

Up to three metrics for each Google Ads-tracked conversion (which you set up in Google Ads) are automatically available in Search, Social, & Commerce, using the conversion names configured in Google Ads. The metrics for each conversion include:

  • GGL* — (When you track it) The conversion value for the keyword, beginning with the “GGL” prefix (such as GGL Purchase).

  • GGL_CT* — The number (count) of conversions, beginning with the “GGL_CT” prefix (such as GGL_CT_Purchase).

  • GGL_XD_CT* — (When available for the conversion type, when you track them) The number (count) of cross-device conversions, as measured by Google, beginning with the “GGL_XD_CT_” prefix (such as GGL_XD_CT_Purchase).

Google Ads records each conversion by bid unit, device, and click date (not conversion date). Attribution is based on the default attribution setting for each metric in Google Ads; Adobe Advertising attribution isn’t factored in because click event-level data isn’t available.

  • If you have multiple accounts with the same conversion names, then you may see duplicate conversion names in Adobe Advertising. If this occurs, change the display name for one of the duplicate metrics in Admin > Conversions. Reporting isn’t accurate when two different metrics have the same name.
  • Data at the bid unit level matches data in Google Ads at the same level. However, Google Ads’ own conversion data for higher levels may include additional conversions that aren’t attributed to the child bid units. Data in Search, Social, & Commerce is always rolled up from the bid unit level, so, for example, a campaign-level report might not have the same totals as a campaign-level report in Google Ads.
  • Data variance is typically less after the morning sync than it is later in the day, when additional conversions haven’t yet been synced. We recommend validating data in the morning.
  • Conversion data isn’t available for Google Display Network, Gmail, Mobile App, and YouTube ads. Filter out those types of ads when you compare data in Google Ads with data in Search, Social, & Commerce.
  • Data for Google Ads conversions isn’t available at the audience or geographical location level and therefore isn’t used to auto-optimize RLSA and location bid adjustments.

How to compare conversion data in Google Ads with data in Search, Social, & Commerce

If you compare data in Search, Social, & Commerce with that in Google Ads, use the view or report option to view conversions based on the click date (not the transaction date).

Use the following report settings to validate comparable data.

Report settings to use in Google Ads

Generate the report for the selected conversion actions by day, and include data for all ad statuses.

Report settings to use in Search, Social, & Commerce

In Search, Social, & Commerce, use the view or report option to view conversions based on the click date (not the transaction date).

  1. In the main menu, click Search > Insights & Reports > Reports.

  2. In the toolbar above the data table, click Create Report, hold the cursor over Basic Reports, and then click Search Engine Account Report.

  3. In the Report Settings window, specify the following report settings:

    1. In the Conversions Based on section, select Click date.

    2. Specify the same date range that you used for the Google Ads report.

    3. In the Search/Content section, select Search Only.

    4. In the Search Engine Hierarchy section, expand the Google Adwords section and select the account.

    5. Open the Columns tab, and add the Google Ads metrics (beginning with “GGL”) that you want to compare.

  4. Click Create.