Conversion reporting makes it easy for you to understand the value ads generate for your business. To date, Google Ads has always reported conversions by the date your ad was clicked. For example, let’s say your ad was clicked on last week and that traffic converted this week. In this case, both the click and the conversion are attributed to the date of the click. This helps you accurately measure metrics like cost per conversion or return on ad spend–because ad spend is reported based on the time of the click. Starting today, you can report conversions and conversion values at the time they happened with new “by conversion time” columns. This means that if your ad was clicked on last week and that traffic converted this week, the new “Conversions (by conv. time)” column will now show a conversion for this week. Standard reporting columns will still count the click and conversion in the previous week. Six new columns are available: “Conversions (by conv. time)” “Conv. value (by conv. time)” “Value / Conv. (by conv. time)” “All conv. (by conv. time)” and “All conv. value (by conv. time)” “Value / all conv. (by conv. time)” These columns help you better understand your conversions and make it easier for you to compare the data with your own numbers. For instance, you can compare your metrics in Google Ads with your business’s sales reports to confirm how many products you sold last month. To learn more about “Conversions (by conv. time),” visit the Google Ads Help Center. Posted by Tal Akabas, Product Manager, Search Ads