Why Am I Seeing Fractional Conversions in Google SEM Reports?
If you're reviewing your Google Search, Display, or YouTube campaign reports and notice decimal values for conversions (like 1.4 or 0.6), don’t worry—this is expected and happens because of Google’s attribution models.
What Is Attribution?
When someone converts (makes a purchase, fills out a form, etc.), they may have clicked on multiple ads before taking that action. Attribution is how Google decides which ad interactions get credit for the conversion.
Why the Decimals?
By default, many advertisers use "last click" attribution, where 100% of the credit goes to the final ad the user clicked. But Google offers more advanced models—like Position-Based attribution—which split the credit among multiple touchpoints.
For example, Position-Based attribution gives:
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40% credit to the first click
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40% credit to the last click
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20% shared across any interactions in between
Because of this sharing, you may see partial conversions (e.g., 0.4, 0.6), reflecting how the total credit is divided among multiple ads.
Want to Learn More?
Google Ads provides several attribution options to better reflect the full customer journey. You can explore them all here.