Looker Studio expands Google Ads reporting with new conversion fields

Google announced on October 2, 2025, the addition of seven new fields to its Looker Studio Google Ads connector, expanding the platform's analytical capabilities for advertisers managing campaigns through the data visualization tool.

The update introduces conversion tracking metrics that were previously unavailable in Looker Studio reports. Advertisers can now visualize "Conversions (by conv. date)" and "Conv. value (by conv. date)" fields, which attribute conversions based on the date the conversion occurred rather than when the ad interaction happened. These fields are complemented by their "All conv." counterparts, providing broader tracking that includes conversions that may not be counted in standard reporting.

Customer behavior analysis receives an enhancement through the "New vs. returning customers" field. This dimension allows advertisers to segment their conversion data between first-time purchasers and repeat customers, a distinction that affects campaign optimization strategies and lifetime value calculations.

Financial performance metrics arrive with the inclusion of "Gross profit" and "Gross profit margin" fields. These additions enable advertisers to move beyond revenue tracking and examine profitability directly within their Looker Studio dashboards. The gross profit margin field calculates the percentage of revenue retained after accounting for cost of goods sold.

The October release represents an expansion of data previously accessible only through the Google Ads interface or API. Advertisers using Looker Studio for cross-platform reporting can now incorporate this metrics without switching between tools or exporting data manually.

Previous developments in Google Ads conversion tracking have emphasized attribution accuracy, making the addition of conversion-by-date fields consistent with the platform's measurement evolution. The customer segmentation field aligns with retail-focused features that distinguish between acquisition and retention performance.

Looker Studio connects directly to Google Ads accounts through its native connector, which supports both individual accounts and manager (MCC) accounts with up to 50 sub-accounts per data source. The connector operates under either owner's credentials, viewer's credentials, or service account credentials, determining data access permissions for report viewers.

According to the documentation, entities with zero impressions will not appear in Google Ads data sources. Additionally, when using clicks or impressions metrics with creative asset dimensions, charts must include both Ad Type and Asset ID dimensions to return accurate results.

The platform previously removed Auction Insights fields from new data sources on August 24, 2024, with existing sources losing access on September 23, 2024. That change affected fields including impression share, overlap rate, and position metrics.

Marketing teams using Looker Studio for performance reporting gain consolidated access to conversion timing, customer status, and profit calculations. The fields function within the standard Looker Studio chart types including tables, time series, and scorecards. Dimension and metric combinations follow the same validation rules as other Google Ads fields.

The seven new fields join the existing Google Ads connector schema, which includes campaign structure dimensions, performance metrics, and creative asset attributes. Report creators can combine these fields with data from other connectors through blended data sources or incorporate them into calculated fields.

Customer Match capabilities and conversion tracking improvements have been priorities for Google Ads over the past year, making the Looker Studio additions part of a broader measurement infrastructure upgrade.

Data sources refresh according to the settings configured in Looker Studio, with the platform supporting scheduled refreshes and manual updates. The new fields respect the same refresh cadence as other Google Ads metrics.

For advertisers managing multiple currency accounts through manager accounts, Looker Studio converts revenue-related fields to the currency of the top-level MCC account. This conversion applies to the new gross profit and conversion value fields.

The update requires no configuration changes for existing Google Ads data sources. The seven fields become available automatically in the field picker when users add or modify charts in reports connected to Google Ads data sources.

Looker Studio has received multiple updates throughout 2025, including modern charting capabilities, enhanced pivot table functionality, and expanded partner connector integrations. The platform serves as a central hub for advertisers consolidating data from multiple marketing platforms.

The conversion-by-date fields address a specific attribution challenge where advertisers need to analyze performance based on when conversions occurred rather than when ads were clicked. This distinction becomes critical for businesses with longer sales cycles or delayed conversion tracking implementations.

Google's broader conversion tracking ecosystem has evolved significantly, with recent API updates requiring specific parameters for cross-environment attribution. The Looker Studio fields integrate with these enhanced tracking mechanisms.

The gross profit fields require advertisers to have cost of goods sold data configured within their Google Ads accounts. Without this foundational data, the profit metrics will not populate in Looker Studio reports.

Timeline

• August 24, 2024: Google removed Auction Insights fields from new Looker Studio data sources
• September 23, 2024: Existing data sources lost access to Auction Insights fields
• October 2, 2025: Google announced seven new fields for Google Ads connector in Looker Studio
• October 16, 2025: Looker Studio introduced Slack integration for Pro users and responsive report features

Summary

Who: Google, through its Looker Studio platform, made the announcement affecting advertisers using the data visualization tool for Google Ads reporting.

What: Seven new fields were added to the Google Ads connector: Conversions (by conv. date), Conv. value (by conv. date), All conv. (by conv. date), All conv. value (by conv. date), New vs. returning customers, Gross profit, and Gross profit margin.

When: The announcement was made on October 2, 2025, with the fields available immediately in Looker Studio.

Where: The fields are accessible within Looker Studio reports using the Google Ads connector, applicable to both individual accounts and manager accounts.

Why: The expansion provides advertisers with conversion timing attribution, customer segmentation capabilities, and profitability metrics directly within their visualization platform, eliminating the need to export data or use multiple reporting tools for comprehensive campaign analysis.