AdWords conversion metrics updated by Andy Carter
Google has announced changes to the way in which it displays conversion metrics within AdWords.
Google has changed the way in which it refers to various conversion metrics in AdWords.
The AdWords Report Centre and conversion tracking tool pages now display figures for Conversions (one-per-click) instead of just Conversions and Conversions (many-per-click) instead of Transactions.
According to a post on the Inside AdWords blog by Emel Mutlu of Google, the changes were made because marketers tend to require different conversion metrics for different campaigns.
For example, those looking to increase sales are likely to require a metric that measures the overall number of sales, while those measuring leads may want to focus on unique sign-ups more.
“The current AdWords campaign management pages display one-per-click conversions, so if one click leads to multiple conversions, they’re counted only once,” Ms Mutlu explained.
“On the other hand, many-per-click conversions count each conversion that occurs after a click on your ad.”
The new metrics will eventually be rolled out to AdWords Editor, the AdWords API, and the new AdWords interface.
Google recently launched new rich media and video templates for the AdWords display ad builder tool.
The templates allow advertisers to advertise multiple products, use several different destination URLs, track interactions and utilise video, among other functions.
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