Google Adwords Conversion Metrics Updated

I have been slowly noticing some changes in the AdWords interface while running reports and browsing through accounts.  I decided to look into this and sure enough, AdWords is slowly integrating an updated interface structure with new functions and features.

While running the normal search query reports and keyword reports, I noticed that Google updated its conversion options to be either, Conversions (1-per-click) or Conversions (many-per-click).

I read an article on AdWords blog posted by Emel Mutlu that explains these conversion reporting changes.

Mutlu explains that the reason for this update is based off of every advertiser’s specific goals.  Mutlu goes on to use the following example:  “Let’s say you’re selling gardening supplies online and you’ve set up conversion tracking on your “Thank You For Your Purchase” and your “Newsletter Subscription Confirmed” pages.”

If a customer clicks on your ad, buys a bag of peat moss, then subscribes to your newsletter, you’ll see two many-per-click conversions, but just a single 1-per-click conversion in your account. If the same customer returns to your site a few days later and buys a trowel (but doesn’t click on one of your AdWords ads to get there), you’ll now see three many-per-click conversions, but your 1-per-click conversions will still remain at one.”

Google AdWords’ blog also posts several articles that are useful guidelines for the up-and-coming interface.