Comparing Google Demand Gen and Meta Ads: A True Apples-to-Apples Look

For years, marketers have struggled to compare Google’s Demand Gen campaigns with paid social channels like Meta Ads (Facebook Ads) due to differing attribution rules and conversion methods. This often made Demand Gen appear less effective. However, in April 2025, Google introduced Platform Comparable metrics, which align its attribution with paid social, offering a clearer, fairer view of cross-platform performance.

In this article, we’ll explain what Platform Comparable metrics are, why they matter, and how to use them to evaluate and improve your Google Demand Gen campaigns with confidence.

Table of Contents:

1. What Are Platform Comparable Metrics?
2. Context of the Change
3. Why Platform Comparable Metrics Matter
4. How to View Platform Comparable Metrics in Google Ads
5. How to Use Platform Comparable Metrics
6. How to Ensure Data Accuracy in Demand Gen Reporting
7. Final Thoughts

What Are Platform Comparable Metrics?

Platform Comparable metrics include view-through conversions (VTCs) and their associated values, offering deeper insights into Google Demand Gen campaigns. These metrics integrate VTCs into the conversion data, allowing you to compare results across platforms more effectively. For example:

• Conversions (Platform Comparable) = Conversions + View-through conversions
• Conversion value (Platform Comparable) = Conversion value + View-through conversion value

This model uses the same default attribution methodology as other platforms, such as Meta Ads, making cross-platform comparisons easier and more consistent.

Default Attribution in Google Ads

Google Ads Help Center

Context of the Change

Marketers have often struggled to get a clear and accurate view of Demand Gen performance. Traditionally, Google’s reporting excluded view-through conversions (VTCs), while most paid social campaigns included them automatically (as most advertisers use 7-day click and 1-day view attribution). This discrepancy made Google campaigns appear less effective than they actually were, masking the impact that impressions alone can have.

In addition, inconsistent attribution made it difficult for advertisers to compare Google Ads campaigns with Meta Ads, TikTok Ads, and other social platforms, creating uncertainty around investment decisions.

Platform Comparable metrics address these challenges by standardizing how results are evaluated across channels. This consistent framework enables fair comparisons, reliable benchmarking, and more confident decision-making.

With these metrics, marketers can better target and optimize campaigns across Google and social platforms, driving improved ROI and user engagement. As a result, they now have the data they need to plan budgets, scale campaigns efficiently, and fully understand the strategic value of Google Demand Gen within a multi-channel marketing strategy.

How to View Platform Comparable Metrics in Google Ads

To view Platform Comparable metrics:

1. Open your campaign or ad group.
2. Go to Columns → Modify columns.
3. Search for Platform Comparable.
4. Select metrics like Conversions, Conversion Value, or ROAS.
5. Click Apply to view alongside your standard columns.

You’ll now see Platform Comparable metrics alongside your standard columns — making cross-platform evaluation much easier.

For more tips on creating highly effective Google Ads campaigns, see our guide.

How to Use Platform Comparable Metrics

Use these metrics to:

• Compare performance across platforms, such as Google Demand Gen vs. Meta Ads.
• Estimate the influence of view-through conversions, understanding how impressions impact conversions.
• Make data-driven decisions to optimize budgets, refine strategies, and enhance cross-channel performance.

How to Ensure Data Accuracy in Demand Gen Reporting

Before making strategic decisions based on Platform Comparable metrics, it’s crucial to ensure that your data is accurate and reliable. Google Demand Gen campaigns often involve delayed conversions and multi-touch attribution, meaning numbers can shift as the full customer journey is captured. 

To ensure accurate reporting:

• Double-check your numbers: Compare Google Ads data with other platforms like Google Analytics 4 or Northbeam.
• Account for attribution delays: Demand Gen conversions can be delayed. Track performance beyond 7 days for a complete view.
• Review Assisted Conversions: Go to Goals → Measurement → Attribution → Assisted Conversions for a deeper look at the indirect impact of your campaigns.
• Verify conversion settings: Make sure your Google Ads attribution window aligns with Meta’s (7-day click, 1-day view).

Final Thoughts

Platform Comparable metrics offer a more accurate, fair way to compare Google Demand Gen with Meta Ads. By leveraging these insights, marketers can make more informed decisions and drive better results across platforms. 

Whether you have questions about Google Demand Gen or are struggling with Meta Ads campaigns, VIDEN can help you maximize campaign impact, scale with confidence, and achieve better cross-platform performance.