About Results Reporting

The “Results” column is currently only available to a select number of advertisers.

Results Reporting highlights and explains the value and results your campaigns are delivering for the goals set up in your account. This article provides an overview of the recommended “Results”, “Results value”, and “Conversion goals” columns in your campaign’s statistics table.

In this article:

Results Reporting columns

Results column

The “Results” column is a recommended column that shows the number of conversions you've received across your primary conversion actions for each of the standard goals in your account.

  • This column will display in normal font color the conversions in goals that the campaign is optimizing for. In grayed-out font, this column will display the conversions in goals that the campaign isn’t optimizing for but generating conversions.
  • The Results column won’t show conversions grouped by a custom goal. However, if some of these conversions also exist as primary conversion actions in standard goals in your account, you’ll see the conversions from those standard goals in the Results column (note that this isn’t the case for secondary actions, which never appear in the Results column). Learn more about custom goals

Learn more about conversion goals and campaign-specific conversion goals

Note

  • Results column for App campaigns: App campaigns optimize towards a single app specific campaign rather than a specific standard goal. Therefore, the optimized results may not accurately reflect these settings and may include other conversions included in the account level goals. 
  • Conversion actions in AdWords Express campaigns: Conversion actions in AdWords Express campaigns won’t report stats in Results reporting for any non-Smart campaigns.

Results value column

The “Results value” column is a recommended column that shows the calculated conversion values you've received across your primary conversion actions for each of the standard goals in your account.

Conversion goals column

The “Conversion goals” column is a recommended column showing the goals listed in your campaign level setting that drive your campaign performance.

  • You can override your account-default goals and specify which goals you’d like to track in your conversion reporting and use for bidding in a particular campaign.
  • Your account-default goals should be applicable to most of your campaigns, but there may be some situations when you want to have more granular control over which conversion goals are used for bidding and reporting in a campaign. Learn more about campaign-specific conversion goals

The Results Reporting columns will only appear at the campaign level.

You’ll also see the option to add columns for the standard goals you have defined in your account as individual columns (for example: phone calls, submit lead forms, etc.). These columns will show the number of conversions you’ve received across your primary conversion actions for each of those standard goals.

How to view Results Reporting columns

You’ll be able to view Results Reporting columns in your campaign tables, charts, and filters.

Campaign table

In the campaign table, you’ll be able to view the Results Reporting columns you select. For example, if you select the “Results” column, you’ll see the quantity of all primary conversion actions that generated conversions in your campaign.

  1. Sign in to Google Ads.
  2. In the page menu on the left, click Campaigns.
  3. Click the columns icon, then click Modify columns.
  4. Under “Recommended columns”, select Results.
  5. Under the “Results” section, select one or more of the following columns you’d like to view:
    • Results
    • Results value
    • Conversion goals
  6. Click Apply.

Chart

You can view your Results Reporting metrics in a chart. Above the campaign table, you’ll see a chart with two metric boxes.

  1. Click on each metric box.
  2. Select the metric, Results or Results value, you’d like the chart to display.

Total results will show a breakdown of your goals (if there are more than 3 goals, an optional expansion will appear). For example, you can view the total results of your goals for a specific date.

Filter

You can filter your Results Reporting metrics.

  1. Click the filter icon.
  2. Under “Results”, select Results (total) or Results value (total), and then enter a value.
  3. Click Apply.

Results column versus Conversions and All conversions columns

  “Results” column “Conversions” column “All conv.“ column

Column definitions (bold text signifies main differences)

Number of conversions you've received across your primary conversion actions for each of the standard goals in your account.

Note: The “Results” column doesn’t include secondary actions or conversions you've received for custom goals in your account.

Number of conversions you’ve received across your primary conversion actions from the goals (both standard & custom goals) your campaign is optimizing for.

Note: The one exception for secondary action inclusion in bidding and reporting in the “Conversions" column is when the secondary action is part of a custom goal.

Number of conversions you’ve received across your primary and secondary conversion actions from the goals (both standard and custom goals), regardless of whether the campaign is actively optimizing towards them.

When to use

When you want to get a holistic view of the business results your campaign is driving towards. The Results column measures conversions across all of your standard goals in your account (both the set of goals which the campaign is optimizing and not optimizing for).

Note: The “Results” column doesn’t show the complete impact if you’re using custom goals for your campaign.

When you want to report on conversions from the specific goals your campaign is optimizing for. This is the metric relevant for automated bidding strategies. Similar to the “Conversions” column, but it also counts conversion actions marked as secondary actions and not relevant to be counted towards automated bid strategies.

Primary and secondary conversion action goals

  • Primary actions: These are used for bidding if the standard goal they are included in is used for bidding. They are also used for reporting in the “Conversions” column.
  • Secondary actions: These are used for reporting in the “All conv.” column, but not for bidding, even if the standard goal they are included in is used for bidding. The one exception for secondary action inclusion in bidding and reporting in the “Conversions" column is when the secondary action is part of a custom goal.

Learn more about conversion goals

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