adwords-conversion-metrics

What Do the New AdWords Conversion Metrics Mean

Google Adwords New Conversion Metrics

Google has recently updated their interface to track Adwords conversions in a better fashion. What was previously called a “Conversion (One Per Click)” is now called “Converted Clicks”. What was previously called “Conversion (Many Per Click)” is now called simply a “Conversion”.

Below is my best shot at putting it into layman’s terms.

Converted Clicks: Previously “Conversions (One Per Click)”

This is how many clicks resulted in one or more conversion actions. More than one conversion from a single click is only counted as one conversion.

  • Example: Person clicks once on your Google PPC ad and then fills out a lead form and completes a sale – only 1 conversion is counted.

View Thru Conversions: No change in Name or Definition

This has not changed. The definition remains as: A user who has viewed your Google PPC ad, did not click, but came to the site and converted a sale or a lead form.

Conversions: New Definition of What a Conversion Is – Previously “Conversions (Many Per Click)”

The total amount of conversions generated by clicks. More than one conversion from a single click is counted for any conversion.

  • Example: Person clicks once on your Google PPC ad and fills out a lead form and completes a sale – both conversions are counted.

So What Really Changed?

Beyond being mildly confused on what naming conventions mean now, what REALLY changed is how you can set your Adwords conversion tracking.

After logging into your Adwords Interface, click on “Tools” > “Conversions” in the navigation bar. Click on the conversion you want to track from your list. Next click on the “Settings” tab and click the “Edit Settings” button.

You’ll see a new dropdown choice in the settings called “Count”. There are two choices there – “Unique Conversions” and “All Conversions”. Rather than making this an enormously long article, click here for the definitions of each of these terms. Scroll about halfway down the page to the section named “Counting Conversions”.

adwords converion count

Depending on the specific goals of your campaigns, choose the conversion count type that works better for your purposes. If you’re still confused, here’s a great article that goes just a bit further on the topic.