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AdWords Changes How Conversions are Defined

29 September 2015
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On Thursday, September 10th, Google AdWords announced changes in the way Conversions are reported are being made.  “Starting mid-October 2015, you’ll be able to use the ‘Optimization’ setting for each of your conversion actions to determine whether their data should be included in ‘Conversions.’”

What this means we can prioritize the conversion actions we bidding for. Rather than having all conversion actions count as the same Conversion we are able to indicate whether or not to optimize for that conversion action. An example of this may be the difference between a Sales Lead and a Newsletter subscription. While a Newsletter subscription may be good, maybe it isn’t what we want to be focusing our bid strategy, and money on.

Any conversions actions not selected to use the “Optimization” setting will no longer show in the Conversions reporting column. While some accounts may see a decrease in the total number of Conversions seen, the value received from conversions will increase – boost ROI.

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The More Data the Merrier

Along with this change comes something else that can provide some valuable information. In the Conversion reporting column will be an option to customize the data to show each of the specific conversions contributing to the total number of Conversions.

An example of this would be, if we are optimizing for both Newsletter subscriptions and Sales Leads, we would be able to see how many of the total conversions are coming Sales Leads, and how many are coming from Newsletter subscriptions.

What does this mean to You?

Thankfully, not much will have to be done. All we will need to do is just make small changes to the reporting. We will be able to continue to provide you with the high level of service you’ve come to expect. On top of that, we will be able to provide you with even more detailed conversion data!