Google Changes Naming Conventions for Conversion Tracking

By , Previous Account Manager at Hanapin Marketing

241 SHARES

Changes are coming to conversion tracking in AdWords. Throughout this month, AdWords will begin rolling out updates to the conversion naming convention, as well as the way they are counted. If you are managing a Google account, you may have gotten an email alerting you of the upcoming enhancements. These changes are to help you better track different types of conversions and make some of the naming convention easier to understand.

What is Changing?

‘Conversions (1-per-click)’ will be changing its name soon to ‘Converted Clicks.’  This new name speaks to what it is calculating – number of clicks that lead to at least 1 conversion. The data will be exactly the same as before; it’s just a different name.

‘Conversions (many-per-click)’ will be changed to simply ‘Conversions.’ The data won’t be necessarily the same as before, though. For each type of conversion, you can specify how you want conversions tracked. If you have a conversion process that benefits from multiple conversions from a single user (ex: online purchase), then you can specify for the ‘Conversions’ column to count multiple conversions per user. If, though, you have a conversion type that only benefits from a single conversion per user (ex: lead form), then you can specify for the ‘Conversions’ column to only track 1 conversion per user.

Screen shot 2014-02-05 at 1.57.20 PM

What Does it Mean? 

In order to make effective decisions about your account, you want to ensure you have the most accurate and relevant data. This update to the conversion tracking will allow some accounts to have more insight into their conversions. There are many instances where an account would be tracking both lead forms and sales. Being able to determine a combination of one-per-click and many-per-click will enhance the conversion reporting for these accounts. They will no longer have to rely on one or the other, they can customize the ‘Conversions’ column to suit their needs.

What You Need to Do

Once you see the change happen in your account, you will need to update your conversions to get the full benefit. If you do nothing, ‘Conversions’ will be the same data as ‘Conversions (many-per-click),’ and ‘Converted Clicks’ will be the same as ‘Conversions (one-per-click)’. To edit the way each conversion action is counted, go to Tools and Analysis > Conversions. Select the conversion action and click ‘Edit Settings’. Once the account has been updated for this enhancement, you will see a drop-down menu under ‘Count’ where you can make your selection. Screen shot 2014-02-05 at 1.57.31 PM

To some accounts, this update will be nothing more than a name change. But to accounts that could benefit from the dual counting method, this will make their analysis even more effective. The important thing, though, is to be aware of the change and make any necessary adjustments.

Get more weekly links with our Fast Five newsletter! Five Fast Links in Your Email Every Friday.

Also send me a daily RSS digest

The Five Laws of Social Advertising

Twitter Facebook LinkedIn Google+ Email Print More
  • adworks

    Good news, especially for new advertisers. I like the way that Adwords interface changes.

  • Al Kuenn

    Not sure I see the real benefit here. It sounds like basically just a name change and the added ability to make the new ‘Conversions’ behave just like the old one per click conversion (which is now Converted Clicks).

  • Ben

    If you specify the new “Conversions” column only to track one conversion per user, won’t that then be the exact same as the “converted clicks” column?

  • Ben

    You also say “Being able to determine a combination of one-per-click and
    many-per-click will enhance the conversion reporting for these accounts.
    They will no longer have to rely on one or the other, they can
    customize the ‘Conversions’ column to suit their needs.”

    But how is that any different than the set up now? We have 1-per-click and many-per-click now.