> ## Documentation Index
> Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt
> Use this file to discover all available pages before exploring further.
# Conversion Action
> Full funnel stages — View Page through Conversion — at ad-level granularity. The only Google Ads data model with funnel metrics and drop-off rates.
The full attribution funnel — from page view through purchase — at ad-level granularity. The only place to ask **where** in the funnel users are dropping off.
## What this data model represents
**Grain:** one row per `date × ad_account × campaign × adset × ad`.
**Metrics, grouped by category** — every number you can compute on this data model. Expand below for examples in each.
```mermaid theme={null}
flowchart LR
R1["Spend & revenue"]:::cat --- S
S(["Metrics"]):::root
S --- R2["Funnel stages"]:::cat
S --- R3["Funnel rates"]:::cat
classDef root fill:#0f172a,color:#f8fafc,stroke:#0f172a,stroke-width:2px
classDef cat fill:#2563eb,color:#fff,stroke:#1d4ed8,stroke-width:1.5px
```
```mermaid theme={null}
flowchart LR
sr1[Ad Spend]:::leaf --- SR["Spend & revenue"]
sr2[Conversion Value]:::leaf --- SR
sr3[Conversions]:::leaf --- SR
sr4[AOV]:::leaf --- SR
SR:::cat --- S
S(["Metrics"]):::root
S --- FS["Funnel stages"]:::cat
S --- FR["Funnel rates"]:::cat
FS --- fs1[View Page]:::leaf
FS --- fs2[View Item]:::leaf
FS --- fs3[Add to Cart]:::leaf
FS --- fs4[Begin Checkout]:::leaf
FS --- fs5[Add Payment Info]:::leaf
FR --- fr1[View-to-Interest Rate]:::leaf
FR --- fr2[Cart-to-Checkout Rate]:::leaf
FR --- fr3[Overall Funnel Efficiency]:::leaf
classDef root fill:#0f172a,color:#f8fafc,stroke:#0f172a,stroke-width:2px
classDef cat fill:#2563eb,color:#fff,stroke:#1d4ed8,stroke-width:1.5px
classDef leaf fill:#eff6ff,color:#1e3a8a,stroke:#bfdbfe,stroke-width:1px
```
**Dimensions, grouped by category** — every way you can split, filter, or group those metrics. Expand below for examples in each.
```mermaid theme={null}
flowchart LR
D1[Ad]:::cat --- M
D2["Campaign hierarchy"]:::cat --- M
M(["Dimensions"]):::root
M --- D3[Time]:::cat
M --- D4["Account & brand"]:::cat
M --- D5["Creative & platform"]:::cat
classDef root fill:#0f172a,color:#f8fafc,stroke:#0f172a,stroke-width:2px
classDef cat fill:#9333ea,color:#fff,stroke:#7e22ce,stroke-width:1.5px
```
```mermaid theme={null}
flowchart LR
ad1[ad_id]:::leaf --- Ad
ad2[ad_name]:::leaf --- Ad
ad3[ad_status]:::leaf --- Ad
ch1[campaign_id]:::leaf --- CH["Campaign hierarchy"]
ch2[adset_id]:::leaf --- CH
ch3[campaign_type]:::leaf --- CH
Ad:::cat --- M
CH:::cat --- M
M(["Dimensions"]):::root
M --- Ti[Time]:::cat
M --- AB["Account & brand"]:::cat
M --- CP["Creative & platform"]:::cat
Ti --- t1[date]:::leaf
Ti --- t2[week_start_date]:::leaf
AB --- ab1[ad_account_id]:::leaf
AB --- ab2[brand]:::leaf
CP --- cp1[ad_platform]:::leaf
CP --- cp2[final_url]:::leaf
classDef root fill:#0f172a,color:#f8fafc,stroke:#0f172a,stroke-width:2px
classDef cat fill:#9333ea,color:#fff,stroke:#7e22ce,stroke-width:1.5px
classDef leaf fill:#faf5ff,color:#581c87,stroke:#e9d5ff,stroke-width:1px
```
**Source:** Google Ads API, daily refresh. Requires Google Ads conversion tracking tags, GA4 integration, or third-party tracking.
This is the **only** Google Ads data model that exposes funnel-stage actions (`View Page`, `View Item`, `Add to Cart`, `Begin Checkout`, `Add Payment Info`) and the per-stage drop-off rates between them. It's also one of two models with ad-level granularity (the other is [Device](/data-models/google-ads/device)).
## Slice by
Unique to this data model:
| Dimension | Type | Values |
| --------------------------------- | ------ | ---------------------- |
| `ad_id` / `ad_name` / `ad_status` | String | Individual ad identity |
Plus the standard campaign hierarchy, time, and account dimensions — documented once on the [Google Ads Overview](/data-models/google-ads/overview).
## Use it to answer
* Where in the funnel are users dropping off — page → item, cart → checkout, or checkout → payment?
* Which ads excel at top-of-funnel awareness vs. bottom-of-funnel conversion?
* How big is the cart-abandonment gap (Begin Checkout vs. Add to Cart)?
* Which ad creative attracts the highest-AOV customers?
## Available metrics
Everything you can compute on this data model. Need a metric not listed? See the [Google Ads metric availability matrix](/data-models/google-ads/overview#metric-availability-matrix).
| Metric | Formula |
| ------------------------------ | ---------------------------------------------------- |
| **Spend & revenue** | |
| Ad Spend | Sum of daily spend |
| Conversion Value | Sum of reported revenue |
| Conversions | Sum of attributed conversion events |
| AOV | Conversion Value ÷ Conversions |
| **Funnel stages** | |
| View Page | Sum of page-view actions attributed to ads |
| View Item | Sum of product-view actions attributed to ads |
| Add to Cart | Sum of add-to-cart actions attributed to ads |
| Begin Checkout | Sum of checkout-initiation actions attributed to ads |
| Add Payment Info | Sum of payment-info actions attributed to ads |
| **Funnel rates** | |
| View-to-Interest Rate | View Item ÷ View Page × 100 |
| Interest-to-Consideration Rate | Add to Cart ÷ View Item × 100 |
| Cart-to-Checkout Rate | Begin Checkout ÷ Add to Cart × 100 |
| Checkout-to-Payment Rate | Add Payment Info ÷ Begin Checkout × 100 |
| Payment-to-Purchase Rate | Conversions ÷ Add Payment Info × 100 |
| Overall Funnel Efficiency | Conversions ÷ View Page × 100 |
**Statistical significance by funnel stage:** upper funnel (View Page, View Item) needs 100+ actions, mid funnel (Add to Cart, Begin Checkout) 50+, lower funnel (Add Payment Info) 25+, and Conversions 10+. Default click-through attribution is **30 days**; view-through is **1 day** for display campaigns.
`ad_spend` · `conversion_value` · `conversions` · `view_page` · `view_item` · `add_to_cart` · `begin_checkout` · `add_payment_info`