Conversion actions
Report on the conversions that matter to you
Most PPC accounts track more than one conversion action: purchases, form submissions, phone calls, newsletter signups, imported GA4 goals, and so on. The ad engine reporting, however, usually comes down to two columns — Conversions and All conversions — which roll everything together.
Adalysis now downloads the individual conversion actions from your Google Ads and Microsoft Advertising accounts. You can group them into conversion sets and use those sets as columns across your other screens, so you can see performance for the conversions you actually care about.
Your conversion actions
Go to Manage> Conversions to see every conversion action Adalysis has downloaded for the selected account.
Each action shows how it's configured in the engine, including its category, and whether it's included in the primary Conversions column. This list is read-only and refreshes with your daily data download. To change how an action is set up, you'll need to edit it in Google Ads or Microsoft Advertising.
What is a conversion set?
A conversion set is one or more conversion actions grouped together and reported as a single figure. Adalysis aggregates the conversions and conversion value of every action in the set.
A set can contain a single action, which is useful when a client judges performance on one specific conversion. More commonly, you'll group related actions, for example:
Leads: form submissions and phone calls
Revenue: online purchases and in-store purchases
Micro conversions: newsletter signups, brochure downloads and account registrations
Sets are defined per account and are visible to everyone with access to that account. You can create up to five conversion sets per account.
Creating a conversion set
Open Manage> Conversions > Conversion sets and click Create a conversion set.
Name: Give the set a clear name to help you remember what actions it aggregates.
Label: This name is what you'll see as the column header in other screens, so keep it short and recognizable, e.g. Leads rather than Leads (forms + calls, excl. chat).
Select the conversion actions to include. You can select as many as you need.
Save the set.
The same conversion action can be used in more than one set. For example, Phone calls might sit in both your Leads set and a wider All enquiries set.
Using conversion sets as columns
Once a set is saved, it becomes available in the Columns picker on your other screens, including Campaigns, Ad groups, Keywords, Ads, RSA assets, PMax asset groups and PMax assets.
Select the set, choose the metrics you want to display, and save your layout. The columns then behave like any other metric column — you can sort by them and combine them with your existing performance columns.
This makes it straightforward to answer questions the default columns can't, such as which keywords drive phone calls rather than form fills, or which campaigns hit your CPA target on revenue-generating conversions only.
Conversion sets in filters and alerts
You can also filter on your conversion sets, and turn the filter into an alert. Click Filters > Create filter on any of the screens above and look under Conversion sets. Each set offers two criteria: -All conv. and -All conv. value.
For example, to find campaigns that spent more than $1,000 last month without a single Leads conversion, set Cost greater than 1,000 and Leads-All conv. less than 1, and save the filter with Enable alerts.
Conversion sets in the Performance Analyzer
Your conversion sets also appear in the Performance Analyzer. When you compare two time periods, a Conversion action sets band below the flowchart shows how each set's All conv., Cost / all conv., All conv. value, All conv. rate and ROAS changed. You can break each figure down by campaign.
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