The Shape ADI works by normalizing metrics, including all conversion-related metrics, across 8 ad networks. Those networks include Google Ads, Youtube Ads, Facebook Ads, Instagram Ads, Microsoft Ads, LinkedIn Ads, Pinterest Ads, TikTok Ads, and Twitter Ads.
However, some ad networks/platforms utilize their own metrics with unique measurement protocols, naming conventions, etc. Conversions and conversion-related metrics fall into this, and it can be confusing knowing which conversion metrics to use when using the Shape ADI.
Below, we've outlined several scenarios involving conversion and conversion-related metrics. The correct "fields" used in each scenario are listed in the tables below.
Cross-Platform Conversion Metrics
Need: Generate a report showing conversions (and conversion-related metrics) for campaigns across multiple platforms
Applicable Platforms: Google Ads, Youtube Ads, Microsoft Ads, LinkedIn Ads
Fields to Use/Definitions:
| Field | Description | Formula | Ad Network |
| conversions | A conversion is counted when a person interacts with an ad and then takes an action the business considers valuable. Examples include filling out a website form, making a purchase, or booking an appointment/reservation | "Conversions" number reported in ad platforms | Google Ads, Youtube Ads, Microsoft Ads, LinkedIn Ads |
| conversion_value | The total value driven by "conversion" actions. For conversion_value to be calculated, an advertiser must assign a monetary value to the action based on its worth to the business. | "Conv. Value" (G/YT) "Revenue" (M) "Total Conversion Value" (LI) |
Google Ads, Youtube Ads, Microsoft Ads, LinkedIn Ads |
| conversion_rate | Total conversions divided by total clicks received. Measures how effective an ad is in driving conversion actions. | "Conversions" / "Clicks" | Google Ads, Youtube Ads, Microsoft Ads, LinkedIn Ads |
| cost_per_conversion | The total cost divided by total conversions driven. | "Cost" / "Conversions" | Google Ads, Youtube Ads, Microsoft Ads, LinkedIn Ads |
| all_conversions | "All conversions" includes the data in your "Conversions" column plus conversion actions you’ve chosen not to include. Ex: cross-device conversions, store visits, add to carts, and more | "All Conversions" number tracked in ad platforms | Google Ads and Youtube Ads |
| all_conversion_value | The total value driven by "all conversion" actions. For all_conversion_values to be calculated, an advertiser must assign a monetary value to all conversion actions based on their worth to the business. | "All Conv. Value" (G/YT) "All Conv. Revenue" (M) "Total Conversion Value" (LI)" |
Google Ads and Youtube Ads |
| all_conversion_rate | Total of "all conversions" divided by total clicks received. Measures how effective an ad is in driving all conversion actions. | "All Conversions" / "Clicks" | Google Ads and Youtube Ads |
| cost_per_all_conversion | The total cost divided by total sum of "all conversions" driven. | "Cost" / "All Conversions" | Google Ads and Youtube Ads |
Facebook/Instagram Conversion Metrics
Need: Generate a report showing conversions (and conversion-related metrics) specifically for Facebook and Instagram campaigns
Applicable Platforms: Facebook Ads & Instagram Ads
Fields to Use/Definitions:
| Field | Description | Ad Network |
| conversion_breakdowns.name | The name of the conversion action taken when a person interacts with a Facebook or Instagram ad. Conversions can be standard/custom events tracked by the Facebook pixel and set by the digital advertiser. Ex: Page View, Add to Cart, Purchase, Custom | Facebook Ads & Instagram Ads |
| conversion_breakdown.value | The number of conversion actions that occurred after a person interacted with a Facebook or Instagram ad. | Facebook Ads & Instagram Ads |
| conversion_breakdown.revenue | The total revenue driven by conversion actions that occurred after a person interacted with a Facebook or Instagram ad. For this to be calculated, an advertiser must assign a monetary value to all conversion actions based on their worth to the business. | Facebook Ads & Instagram Ads |
| attribution_view_breakdowns.name | The name of the conversion action taken when a person viewed a Facebook or Instagram ad during a finite attribution window. | Facebook Ads & Instagram Ads |
| attribution_view_breakdowns.attribution_window | A window, or finite time frame, during which a person viewed a Facebook or Instagram ad and then completed a conversion action. The attribution_windows are 1 day, 7 days, or 28 days. | Facebook Ads & Instagram Ads |
| attribution_view_breakdowns.name.value | The number of conversion actions that occurred after a person viewed a Facebook or Instagram ad during a finite attribution window | Facebook Ads & Instagram Ads |
| attribution_view_breakdowns.name.revenue | The total revenue driven by conversion actions that occurred after a person viewed a Facebook or Instagram ad during a finite attribution window. For this to be calculated, an advertiser must assign a monetary value to all conversion actions based on their worth to the business. | Facebook Ads & Instagram Ads |
| attribution_click_breakdowns.name | The name of the conversion action taken when a person clicked a Facebook or Instagram ad during a finite attribution window. | Facebook Ads & Instagram Ads |
| attribution_click_breakdowns.attribution_window | A window, or finite time frame, during which a person clicked a Facebook or Instagram ad and then completed a conversion action. The attribution_windows are 1 day, 7 days, or 28 days. | Facebook Ads & Instagram Ads |
| attribution_click_breakdowns.name.value | The number of conversion actions that occurred after a person clicked a Facebook or Instagram ad during a finite attribution window | Facebook Ads & Instagram Ads |
| attribution_click_breakdowns.name.revenue | The total revenue driven by conversion actions that occurred after a person clicked a Facebook or Instagram ad during a finite attribution window. For this to be calculated, an advertiser must assign a monetary value to all conversion actions based on their worth to the business. | Facebook Ads & Instagram Ads |
LinkedIn Lead Generation Metrics
Need: Generate a report showing conversions for LinkedIn's One-Click Lead Generation Ads
Applicable Platforms: LinkedIn Ads
Fields to Use/Definitions:
| Field | Description | Ad Network |
| one_click_leads | The count of leads generated through LinkedIn's One Click Lead Generation Ads | LinkedIn Ads |
IMPORTANT: To report on other LinkedIn Conversions (besides One Click Lead Generation Ads), please see the first section on Cross-Platform Conversion Metrics
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