❓ What is the Conversion Opportunities report?
The Conversion Opportunities report identifies where your campaigns are missing out on conversions or revenue due to limited visibility — despite already performing well. It estimates the untapped potential if your ads had shown 100% of the time at their current level of efficiency.
This report surfaces ad groups, campaigns, or entire accounts where you could scale spend and impressions to drive more results, while keeping ROAS or CPA in check.
▶️ Why is it important?
High-performing ad groups are often held back by budget caps or limited impression share. The Conversion Opportunities report helps you:
Scale with confidence by identifying underexposed, efficient performers
Prioritize budget allocation toward campaigns with the greatest return potential
Increase revenue by focusing on where the next conversions are most likely to come from
Quickly scan all levels — account, campaign, or ad group — with simple pivoting
🔍 How does it work?
The system evaluates each entity's performance using impressions, conversions, spend, and value to calculate the opportunity as follows:
Conversion Opportunity: The number of conversions you would have received if you had 100% impression share, assuming the same click-through rate and conversion rate during the selected time period.
Revenue Opportunity: The potential conversion value (in currency) you would have earned at 100% impression share, assuming the same average value per conversion, conversion rate and click through rates.
For example, if an ad group converted 10 times with a 50% impression share, the estimated opportunity is 20 conversions — assuming everything else remains constant. The same applies to revenue.
📊 Visual Insights
The top of the report includes a chart showing how conversion opportunity and revenue opportunity change over time — helping you identify when performance peaks or dips.
It also includes quick visual summaries such as:
Ad groups with the highest conversion opportunity
Ad groups with the highest revenue opportunity
Total number of ad groups showing scalable opportunity
🔄 Pivot Across Levels
A key feature of this report is the ability to easily pivot between account, campaign, and ad group views. This allows you to:
Zoom out for strategic planning across accounts or campaigns
Zoom in to pinpoint specific ad groups with scalable potential
Compare opportunity across different levels in just a few clicks
Whether you're managing one account or many, the pivot feature makes it easy to act at the right level of detail.
✅ How to use the Conversion Opportunities report
Scale ad groups or campaigns with high opportunity and strong ROAS or low CPA
Use revenue opportunity to prioritize by business impact, not just impression share
Review weekly to identify trends in visibility and performance over time
Use pivot functionality to analyze data from the most useful level (account, campaign, or ad group)