Insights / Google Ads
What a Google Ads dashboard does—and doesn’t—tell you
Clicks, conversions and cost need definitions before they become decisions.
By Timi Adams · 4 November 2026
Conversions are configured actions
A reported conversion is not automatically a purchase. Inspect primary actions, counting rules and attribution settings before interpreting the number.
Reconcile scope and dates
Filters, reporting periods and aggregation can change totals. When headline cards and tables disagree, reconcile the source before comparing performance.
Connect cost to value
Cost per conversion describes efficiency against a configured action. Revenue, margin and lead quality add the business context needed for useful decisions.
