Ads Manager reporting shows delivery, cost and attributed conversion metrics at campaign, ad-group and ad level. Read conversions with their attribution windows and date basis: the dashboard total is not necessarily equal to every sale or lead in your store, CRM or analytics platform.
Metrics available
| Metric | What it tells you |
|---|---|
| Impressions | Times ads were shown |
| Clicks | Ad interactions recorded as clicks |
| Spend | Amount spent on delivery |
| CTR | Clicks as a share of impressions |
| Average CPC | Average cost per click |
| Average CPM | Average cost per 1,000 impressions |
| Conversions | Events attributed to campaigns when conversion measurement is set up |
Order Created Sales and Order Created ROAS use only attributed order_created events. Other event types do not populate these two order columns.
Set the attribution view
Ads Manager can report a 7-, 14- or 30-day click-through window and a 0- or 1-day view-through window. With a one-day view window, eligible view-through conversions can be included in the Conversions total; zero days disables them. If both a click and an impression qualify for the same action, the click gets credit. This is last-touch reporting, not multi-touch attribution.
Changing these windows affects reporting, not campaign optimization, bids or billing. Keep them consistent when comparing periods. To inspect the components, use Edit columns to add individual conversion events and click-through or view-through columns. The Segment menu is separate and is for device, country and platform.
By default, a conversion is shown on the date of the ad interaction that received credit. Select “Conversions (by conv. time)” when you need the date the order or lead actually happened—for example, when reconciling with a Pakistan CRM or order system. Use the same time zone in both reports; do not assume the account’s reporting date boundary is the same as your CRM’s PKT date.
Allow for reporting delays
Impressions, clicks and CTR typically refresh in about 15 minutes. Spend can lag around 7–8 hours, while attributed conversions can take 24–48 hours and may change as recent events process. A recent zero or mismatch is not enough to conclude that tracking is broken.
Choose the right export
- Current table view: cumulative metrics for rows shown in the table.
- Selected cumulative values: cumulative metrics for selected rows.
- Daily values: day-by-day totals, useful for CRM or order reconciliation.
- Insights charts: trends in impressions, clicks and spend for a selected date range.
For a weekly reconciliation, export daily values and compare the same account, campaigns, date range, time zone, event definition, attribution window and event-time or conversion-time basis. Analytics sessions can differ from Ads Manager clicks because of page loads, redirects, consent, blockers, UTMs and each tool’s attribution rules.
Keep tracking parameters predictable
Ads Manager supports custom landing-page parameters and macros such as {campaign_id}, {ad_group_id}, {ad_id} and {ad_account_id}. More specific settings take precedence in this order: Ad URL, Ad, Ad Group, Campaign. Check the final destination URL if a campaign-level UTM does not appear as expected. UTMs help your own analytics; the OpenAI click reference oppref serves a separate measurement role.
Quick answers
How long do conversions take to appear?
OpenAI says attributed conversions can take 24–48 hours. Recent totals may change while events are processed.
Does a wider attribution window change campaign bidding?
No. The selected reporting windows affect reporting only, not optimization, bidding or billing.
Why do Ads Manager and Google Analytics differ?
They can use different interaction definitions, time zones, attribution windows and methods. Compare the same date range and use daily exports to examine the underlying pattern.
When should I use conversion time?
Use “Conversions (by conv. time)” when comparing with records dated when the sale or lead actually occurred, such as a CRM export.
Where do I see individual event totals?
Use Edit columns to add the specific conversion events. Segment controls device, country and platform breakdowns.