Google announced today the launch of a new feature in AdWords that will help you better understand the value of each click you receive that leads to a conversion. Flexible conversion counting lets you choose between counting all conversions and unique conversions, and allows you to modify the settings for conversion clicks to get more accurate results.

Google AdWords' infographic showing how flexible conversion counting works using Berkeley Tees as an example

Google AdWords’ infographic showing how flexible conversion counting works using Berkeley Tees as an example

What’s Changed?

You’ll see two new columns in AdWords: the Converted Clicks column and Conversion column. These two replace today’s conversions (one-per-click) and conversions (many-per-click) columns.

  • Converted Clicks – counts the clicks that lead to a sale. You can change the settings to count all instances or unique instances only; this will affect the conversion count.
  • Conversion – counts the actions considered as conversions. The count depends on the settings you input for tracking the converted clicks.

For every conversion goal you have, you can modify these settings to count only the instances that are relevant to your campaign. For example, in the infographic above, the user has set AdWords to count all instances of t-shirt purchases and count only unique instances of downloads. This gives you more accurate data that shows you the value of each lead and each click you acquire.

The new flexible conversion counting feature does not affect automated bidding solutions you may have in place. They will continue to work as before for both the Converted Clicks and Conversions columns. They will have an effect on your cross-device conversion tracking, because all your data will reflect your counting preferences (whether you want to count all or just unique instances).

What This Means for You

You’ll be able to modify how you want to count conversions, giving you more relevant conversion data. Because you can set the counting method individually for each conversion goal, you won’t have to worry about getting inaccurate estimates anymore.

This also means you need to update your reports due to the changes in column names and definitions. Just go to your reports page on AdWords and click the message with the “Update now” button. We’ll be updating your campaign reports to reflect this change as well.

Talk to your account manager today if you have any questions or if you need assistance with updating your reports. Remember to sign up for free to get access to our complete suite of online marketing and SEO solutions.

Watch Google’s video below for more information on this update:

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Clayton Wood

Clayton is the Marketing Director of and managing partner of numerous successful online brands offering white label SEO and other online marketing services.