The Shape ADI works by normalizing metrics, including all conversion-related metrics, across 7 ad networks. Those networks include Google Ads, Youtube Ads, Facebook Ads, Instagram Ads, Microsoft Ads, LinkedIn 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" to use 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 Instragram campaigns

Applicable Platforms: Facebook Ads & Instgram 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