How to create a Custom Report showing Goal Conversions by Ad Provider

Matomo can track goal conversions from paid advertising platforms like Google, Bing, Facebook, LinkedIn, and Yandex. While the standard Goals reports provide detailed insights into the sources driving conversions, you can create a Custom Report to group goal conversions by Ad Provider. This setup gives you a clearer view of how different platforms are performing and helps you:

• Attribute conversions to the correct advertising source.
• Evaluate the effectiveness of paid campaigns.
• Make informed decisions about your ad spend.

If you’re using the Advertising Conversion Export premium feature, you can export your Matomo-tracked conversions to supported platforms like Google Ads or Microsoft Advertising to improve attribution accuracy and optimise campaign performance within those platforms. While this feature handles external integration, a Custom Report can help you analyse the same conversion data internally within Matomo.

Before you start, ensure the relevant goals are configured in Matomo and you have sufficient rights to create custom reports.

1. Navigate to Matomo > Custom Reports > Manage Reports.
2. Click Create New Report and provide a user-friendly report name.
3. Select the Dimension: Ad Provider to group conversions by the detected advertising source, such as Google Ads.
4. Choose the Metrics: Visits and Conversion Goal ID.
   
5. Add the new report to a Report category and subcategory where the report will be displayed in the main reporting menu.
6. Click Create New Report to save.
   

The Custom Report is a simple way to unlock valuable attribution insights and compare goal conversions across advertising platforms. You can also add this report to your dashboard to keep track of performance over time.