Google Ads advertisers now have access to two new reporting features on the platform's Overview page that expand how video exposure and funnel-stage performance are measured. Google confirmed both changes in its updated help article About the Overview page, with the updates first reported on October 8, 2026.
Video Impressions Now Included in Conversion Path Analysis
The Conversion paths card on the Overview page now includes video impressions in conversion path analysis, which Google says helps advertisers understand the impact of earlier brand interactions. Video impressions are visually distinguished from video views using an eye icon.
Prior to this change, video interactions tracked within conversion paths were limited to views. Video impressions help advertisers understand how upper-funnel strategy drives conversions, a dimension that was previously absent from the Overview page's path reporting.
Google has now included YouTube impressions in these reports, and advertisers can view them by switching a toggle button on. The reports include video impressions from YouTube and Demand Gen campaigns.
There is a defined scope limitation to this feature. Video impressions in conversion paths are shown for web conversions, but YouTube impressions are not included. Accounts that rely on GA4 imports for their primary conversion tracking will not see the new video impression data on those conversions.
Performance by Stage Card Organizes Metrics Across Three Funnel Levels
A new "Performance by stage" card groups metrics into Awareness, Consideration, and Action stages, and can show Brand Lift, Search Lift, and Conversion Lift results when lift studies are set up.
The Awareness stage surfaces impressions, cost-per-thousand impressions (CPM), frequency, unique reach, and awareness lift. The Consideration stage covers views, cost per view, video played to 100%, branded searches (available only to accounts with access to brand search data), search lift, and view-through conversions. The Action stage tracks conversions, cost-per-action (CPA), and Conversion Lift.
Only biddable conversions count toward the card's Conversions and Conversion Lift figures, according to Google's help documentation.
Lift Study Integration and Measurement Scope
The new Performance by stage card supports Brand Lift, Search Lift, and Conversion Lift when studies exist, enabling advertisers who have configured those measurement tools to view incremental impact data alongside their standard campaign metrics within a single card. When lift studies are not configured, the card still displays the standard funnel-stage metrics without lift data.
It is important to note that an impression appearing in a conversion path is not confirmation that it caused the conversion. Advertisers who need to establish causal impact should use incrementality tools, such as Conversion Lift studies, to determine whether their campaigns are generating results beyond what would have occurred organically.
Practical Implications for Advertisers
For marketers running video campaigns across multiple funnel stages, particularly on YouTube and Demand Gen, these updates allow conversion path analysis and stage-level performance to be assessed from a single location within the Overview page rather than across separate reports. Advertisers using GA4-imported conversions as their primary measurement source will need to account for the exclusion of those conversions from the video impression path view, and may need to supplement with native Google Ads conversion tracking to benefit fully from the new feature.
Google's updated help documentation states that the Performance by stage card "gives you an overview of your campaign's performance at every stage," grouping metrics into Awareness, Consideration, and Action stages to support a consolidated view of campaign contribution across the customer journey.
