# Advertising report overview

The Advertising report shows what Google Ads measured about your campaigns, including spend, clicks and the conversions Google counted. Open it to see where your ad spend went over a date range.

Every figure on this report is Google's own. It reads top to bottom: what Google measured, what Google counted as a conversion, the trends, then the detail behind every chart.

## Before you start {#before-you-start}

- You need the Marketing, Manager or Admin role.
- Your Google Ads account must be linked to Neural Partners. An Admin enters your **Google Ads CID** in **Settings** > **Digital Settings** > **Integrations**, then you accept Neural Partners' manager-account link request in your Google Ads account. Without both, the report stays on "Google Ads is not available for this storefront".
- Until an account is linked, the page says "Google Ads is not available for this storefront". Once it is, figures arrive with the next daily update.

## Steps {#steps}

1. In the sidebar, under **Neural Analytics**, select **Advertising**.
2. Read **What Google measured** for spend and engagement.

   ![The five What Google measured tiles: Spend, Impressions, Clicks, CTR and Cost per click, each with a question mark](https://www.neuralpartners.ai/help/analyze/advertising-report-overview/what-google-measured.png)

3. Read **What Google counted as a conversion** for the conversion figures.
4. Select **By click date** or **By conversion date** to change how the counted conversions are dated. This re-dates **Google conversions (counted)** and **Google conversion value** only. **Google measured** and the **Conversion actions** tab are always dated by click, and campaign rows aren't available under **By conversion date**.

   ![The What Google counted as a conversion group: the By click date and By conversion date buttons above four tiles, Google measured, Google conversions (counted), Google conversion value and Cost per Google conversion](https://www.neuralpartners.ai/help/analyze/advertising-report-overview/what-google-counted.png)

5. Scroll to **Trends** to see where the spend went day by day.
6. Under **Details**, select a tab to see the rows behind a chart.

   ![The Details tabs: Campaigns, Conversion actions and Devices](https://www.neuralpartners.ai/help/analyze/advertising-report-overview/details-tabs.png)

7. Select the question mark on a tile to read what that number means.

## Good to know {#good-to-know}

### What Google measured {#what-google-measured}

- **Spend**, **Impressions**, **Clicks**, **CTR** and **Cost per click** are Google's own figures for the range.
- Amounts are in your Google Ads account's currency.
- Conversions can be fractional, such as 5.81, because Google splits credit for some conversions.
- These are the most solid numbers on the page. Both halves of every ratio come from Google.

### Two conversion figures {#two-conversion-figures}

- **Google measured** is every conversion action Google recorded, including store visits, directions and calls.
- **Google conversions (counted)** is only the actions your ad account marks as primary. This is the figure Google shows as "Conversions" in its own console.
- Both are right, and the gap between them is usually large. For a showroom, the measured figure is usually the one that matters, because it is the only one that includes people walking in.
- Part of the measured figure is Google's estimate, not a count of confirmed actions. Google estimates store visits statistically, and "Local actions" is a group Google does not itemise.
- An action can read zero in Google's "Conversions" column and still be large under Google's "All conversions". This report shows the measured figure.

### Conversion value is not revenue {#conversion-value-is-not-revenue}

- **Google conversion value** is Google's own pricing of the actions it counted. It is not money you received.
- Google measures these conversions on the pages its own tag tracks, which may not be your storefront. Don't compare this figure with your sales.
- Your sales are in the Showroom report. The two reports are separate on purpose.

### No return on ad spend {#no-return-on-ad-spend}

The report has no return on ad spend figure, by design. It would divide a number from Google by a number from a different system. Google's figures are shown as Google's and are never divided by your store's.

### Trends {#trends}

Six charts: **Daily spend**, **Daily clicks**, **Daily conversions**, **Spend by campaign**, **Conversions by action** and **Spend by device**.

- **Conversions by action** shows what Google is counting, such as add-to-cart events, calls, store visits and directions.
- **Spend by device** comes entirely from Google's own data.
- Google revises its figures after the fact. Spend and clicks settle within a few days. Conversions can change for up to 90 days, so don't treat recent conversion figures as final.

### Details {#details}

One table with three tabs: **Campaigns**, **Conversion actions** and **Devices**.

- **Campaigns** is ranked by spend and lists each campaign with **Channel**, **Spend**, **Clicks**, **CPC**, **Conversions** and **Active days**. Campaign conversions are always dated by click.
- **Conversion actions** lists each action with **Measured**, **Counted** and **Value**, ranked by **Measured**.
- **Devices** lists each device with **Spend**, **Clicks**, **Impressions** and **Per click**.
- There is no click-through rate per campaign, because Google does not break impressions out by campaign.

### Ranges with only part of Google's measured figure {#ranges-with-only-part-of-googles-measured-figure}

Google's measured figure, the device split and the per-action breakdown start from the first day collected for your account. A range can reach back before that day.

- For a range that is only partly covered, the **Google measured** tile shows no number. It says only some days in the range have Google's measured figure, so a total would not be comparable with the counted figure beside it.
- For a range entirely before that day, it says the range predates Google's measured figure: "It is not zero — it was not collected."
- The notes for the per-action detail and the device split say how many days they cover, such as "Covers 3 of 18 days".
- Pick a shorter, more recent range for a complete picture.

### Dates next to the Showroom report {#dates-next-to-the-showroom-report}

Google cuts its days in your ad account's time zone. The Showroom report cuts its days at midnight UTC. When your ad account isn't on UTC, the page reminds you. Comparing the two over a week or more is sound. Comparing a single day is not.

## Related {#related}

- [Showroom report overview](https://www.neuralpartners.ai/help/analyze/showroom-report-overview/)
- [Email & SMS report overview](https://www.neuralpartners.ai/help/analyze/email-and-sms-report-overview/)