AdWords Will Soon Eliminate Converted Clicks
Google has been quite busy this year, changing it’s ad format was a big deal and now it has been announced that Google will remove the “converted click” data column. What? Is this real? Yes, yes it is.
The 15 year old metric will be removed on September 21st saying that the “converted clicks” is now an “outdated metric”. This is Google’s latest attempt to upgrade their services and maintain their easy to use tool available for every user.
Say Goodbye to “Converted Clicks”
If you’re attached to the “converted clicks” column, get those tissues and a new strategy ready, the change is coming and not even you can stop it. “Converted clicks” is now officially outdated, it has been around since 2001, so we understand its longevity.
So, now that it’s gone, what will take its place and help us get our data? “Conversions” will become the new “Converted Clicks”.
“Conversions” will become the new metric to measure the actions taken on your website. This column will paint you a more exact picture of the effectiveness your ads have on your business. “Conversions” measures the exact number of times an ad click lead to a visitor completing the desired action, meaning completing a purchase or requesting a quote.
Some of the benefits that “Conversions” have over “Converted Clicks” is that they are capable of measuring behaviors that span multiple conversion events or multiple clicks. Also, can measure important mobile centric actions like cross device conversions and store visits. “Converted Clicks” cannot give you all of this information.
Changing to “Conversions”
If you’re already using “Conversions” then congratulations, you’re ahead of everyone and you don’t have to stress about changing your settings. If you’re still using “Converted Clicks” you need to move some things around.
In case that you’re using Target CPA or Enhanced CPA and the primary metric for bidding is “Converted Clicks” you should plan to switch that to “Conversions” before September 21. Google said that they will notify users that are using the “Converted Clicks” option, and will deliver a tool for making the change easier.
But if you don’t want to wait and want to make the switch now, you can do so manually.
In AdWords, select Conversions under the Tool section, and under the Settings section change it from “Converted Clicks” to “Conversions”. It’s important to mention that cross device conversions will be automatically grouped in the “Conversions” column, this change is also starting in September.
If you want a more specific data you can also adjust the conversion actions in AdWords.
When making the migration from “Converted Clicks” to “Conversions” there are a few things that you should keep in mind as your are making the switch:
- Converted clicks reporting will be lost after September 21st, if you want to keep any historical reporting, you should download that before the end of September.
- Determine whether you want to count multiple instances of a conversion after a click or only one.
- Be specific in which conversion actions you want AdWords to include in the “Conversions” column, as the other actions will be measured in “All Conversions”.
- If necessary, you can customize your conversion window and values.
Proper conversion counting is imperative, and it’s something that is important to get right as Google and online behavior evolves with time. Whether you choose to make the switch now or wait for later, you will have no choice coming the end of September.