Report Google Ads lead form submissions

A lead form asset (before, the lead form extension) can be on a Search, Display, Video or Performance Max campaign. The Assets page in Google Ads shows only data about the asset: impressions, clicks and the interaction rate. It does not show the number of leads that people sent. Two Minute Reports also has no "lead form" metric.

Google Ads counts each lead from the form as a conversion of a conversion action. For a lead form that Google hosts, the usual name of this conversion action is Submit lead form (Google hosted). Thus, to get the number of leads, report on this conversion action. This is the same for Performance Max and for all other campaign types.

Method 1: select the metric of the conversion action

The Google Ads connector makes a metric for each conversion action of the account. Select the metric of your lead form to get one column with the number of leads.

1. Make a data query, and select the Google Ads account.
2. In Metrics, open the Custom conversions group, and select Conv. : Submit lead form (Google hosted).
   • The All conversions group has the same list, with names that start with All Conv. :. Use it to include all the conversions that Google Ads counts, not only the ones in Conversions.
3. In Dimensions, select how to split the leads: Campaign name for each campaign, Date for each day, or both.
4. Set the date range, and run the query.

The list of conversion actions is different for each account. Thus, these metrics show only after you select the account.

Method 2: split the conversions by conversion action name

Use this method to see all your conversion actions in one table, or when the account has more than one lead form.

1. In Metrics, select Conversions or All conversions from the Conversions group.
2. In Dimensions, open the Custom conversions group, and select Conversion action name.
3. To keep only the lead form rows, add a filter: Conversion action name EQUALS Submit lead form (Google hosted). See Filter by a field that is not in your report.
4. To split the leads more, add Campaign name or Date. Then run the query.

Fields that you cannot use with these methods

Google Ads does not give delivery metrics split by conversion action. Thus, Two Minute Reports does not let you use them together, and you get an error before the query runs. This applies when a field from the Custom conversions group is in Metrics, in Dimensions or in a filter. You cannot use it with:

• The metrics of the Performance group, for example Impressions, Clicks, Amount spent, CTR and CPC.
• Cost per conversion and Conversion rate %.
• The impression share metrics, the Active View metrics and the phone call metrics.

To see the cost and the leads together, make two queries: one query for the number of leads, and one query for the delivery metrics, with the same dimensions and the same date range. Put the two results next to each other in your sheet or in Looker Studio. To get the cost per lead, divide Amount spent from the second query by the number of leads from the first query.

Data about the lead form asset

The data of the lead form asset is not available as fields: the headline, the call to action and the questions of the form. The leads themselves, with the answers of each person, are also not available. You can get only the number of leads, as this page shows. If you need the data of the asset, send an email to [email protected].