Question: You're running a campaign and want to assess the ROI. Which conversion column within a given report would show you the ROI for a campaign?
- Conversion rate
- Conversion value
- Cost per conversion
- Conversion value/cost
Explanation
Conversion value/cost shows the ratio of total conversion value to total advertising cost. This column is used to evaluate return from campaign spend when conversion values are being tracked. A higher value indicates more conversion value generated for each unit of cost. It is the closest Google Ads reporting column for assessing ROI at the campaign level.
Why the other options are incorrect
Conversion value shows total value from conversions but does not compare that value with cost.
Conversion rate shows the percentage of interactions that led to conversions, not revenue return.
Cost per conversion shows average cost for each conversion, not value returned against spend.
Source for verification
https://support.google.com/google-ads/answer/6386790
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