Google AdWords Conversions Help You Find the Hidden Value

AdWords ConversionsAn AdWords PPC conversion used to be just a click and it seemed pretty simple. This came with challenges however, because PPC managers weren't able to adequately explain how valuable PPC was if click conversions were falling short.

Now, we have many a variety of ways to measure conversions actions from our AdWords campaigns. Understanding each is important to uncovering the hidden value that may be in the account.

Flexible Conversion Counting

Recently released, this added converted clicks (replaces one-per-click) and conversions (replaces many-per-click) columns in AdWords.

Advertisers can choose to count all conversions or unique conversions depending on the type of conversions action and business goals.

For example, for sales you will want to count all conversions, but for leads only unique conversions.

Estimated Total Conversions

This tracking metric addresses the question of how people are converting across devices, for example, clicking on an ad on mobile and then completing a transaction on a desktop.

It tracks calls, store visits, cross-device, and cross-browser conversions, and estimates conversions using aggregate data from people who have signed into Google.


Last fall, AdWords starting counting phone calls from mobile-click-to-call ads in the conversions column with the click conversions. This has also been added to the estimated total conversions.

Cross-Account Conversion Tracking

Use a single conversion tag to track conversions across multiple accounts. This feature has the added benefit of adding conversion tracking to a new account simply and not having to create all new tags.

Assisted Conversions

AdWords offers reports on assisted clicks and assisted impressions that led to a conversion. Assisted clicks include all the clicks leading up to a conversion, except for the last click.

Assisted conversions includes ads that were served but not clicked. These metrics show value of an AdWords account beyond the last click conversions.

View-Through Conversions

This conversion occurs when someone views an AdWords display ad, doesn't click on it, but later completes a conversion action on the website. This metric excludes conversions from people who also clicked on a search ad.

Analyzing the Data

When optimizing your AdWords PPC account, consider some of these conversion metrics as part of the overall analysis. Different types of conversions will be worth more depending on your advertising goals.

Whether your goal is sales, leads, calls, or something else, having all this data available to you can be invaluable.

About the author

Lisa Raehsler is the founder and principal strategist at Big Click Co. , an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. More than just passionate about search, Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics.

In addition to agency work, she has led successful online marketing programs at Thomson Reuters in search marketing, merchandising, and ecommerce strategies at the enterprise level.

Lisa frequently lends her expertise to the search industry through organizational involvement, speaking, and writing. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ, she writes on the topic of paid search. She holds a BA in Economics from Valparaiso University and is a Google AdWords Certified Partner.