Google Ads is expanding its reporting with video ad impressions in conversion paths and a Performance by stage card that organizes metrics around the marketing funnel. Search Engine Land reported the changes on October 8, and Google’s documentation confirms how they work. Advertisers gain additional context for assessing campaigns that precede a purchase.
An important limitation: the new video impression reporting covers eligible web conversions. It excludes conversions imported from Google Analytics 4.
The Overview page includes a Performance by stage card, grouping metrics into three categories:
| Stage | Example metrics |
| Awareness | Impressions, CPM, frequency, and unique reach. |
| Consideration | Video views, cost per view, and completed video plays. |
| Action | Conversions and cost per action, or CPA. |
The card can also display results from Brand Lift, Search Lift, and Conversion Lift studies when these are configured. Not every metric will therefore be available on every account.
The second change concerns conversion path reporting. Google includes video ad impressions and marks them with an eye icon to distinguish them from video views.
This additional touchpoint can reveal earlier exposure to an ad. An impression appearing in a conversion path does not establish that the ad caused the purchase.
The GA4 import limitation applies to this specific feature. It does not mean that imported conversions stop being reported in Google Ads.
From Delante’s perspective, the update can support better discussions about the role of video campaigns. An assessment based solely on the final click can overlook earlier interactions with a brand.
For example, a customer might encounter a product ad, later search for the retailer’s name, and then purchase. Broader reporting can help examine that sequence, but it cannot establish whether the transaction would have happened without the video campaign.
The data should therefore prompt further questions. Is the campaign reaching the right audience? Is its frequency appropriate? Does additional spending produce better business outcomes?
Conversion path reporting and incremental sales measurement address different questions. The former shows recorded touchpoints preceding a conversion. The latter assesses which results occurred because of the advertising.
Paid media teams should check whether the new views are available and identify the source of the conversion actions used in their accounts. They can then select metrics that match each campaign’s objective.
Client reports should clearly distinguish reach, engagement, and conversions. The new card can make that structure easier to present, while budget decisions should continue to account for costs, customer quality, and business results.
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