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About conversion counting options

As a business owner, you probably want to measure every sale you make. If you're generating leads, too, you might want to track every sale, but only one, unique lead per ad click.

With conversion tracking, you have the flexibility to count conversions according to your business needs. For any conversion action, you can choose to count every conversion that happens after a click, or only one conversion that happens after a click. These counting choices can give you a better sense of your campaign performance and help you refine your bids.

This article explains the different options you can set to tell AdWords how to count your conversions. For more general information on conversion tracking, see About conversion tracking.

Counting options

There may be multiple conversion actions you'll want to track because they reflect valuable activity for your business. You can select a different counting method for each conversion action.

To figure out which conversion counting option is best for each conversion action you track, let's take a closer look at the 2 counting settings:

  • Every conversion: With this setting, AdWords counts every conversion (per tracked conversion action) that happens after an ad click. This is a good choice if you'd like to track and improve your sales, because every sale likely adds value for your business.


    You own a travel booking site used to reserve both hotel rooms and rental cars. You'd like to see how your ads drive each type of booking, so you choose to count every conversion. When someone traveling to Chicago, Denver, and New York books one hotel reservation in each city (3 hotel reservations) and rental cars only in Chicago and Denver (2 car reservations), this conversion setting will count 5 conversions.

  • One conversion: With this setting, AdWords counts only one conversion per ad click. This is a good choice if you're not interested in the number of sales, but instead whether or not a certain kind of lead was generated. This is because usually only one, unique lead per ad click likely adds value for your business.


    You run an insurance company that offers home, auto, and life insurance, and measure conversions for each type of policy as a different conversion action. You'd like to see how well your ads drive people to fill out a form on your site requesting information about one or more insurance products.

    You notice people sometimes fill out multiple forms with different values for the same products. If the same person fills out 3 auto-insurance forms and 2 home-insurance forms, using one conversion will show you 2 conversions: one for each conversion action.

You may also want to count one conversion for some conversion actions and every conversion for others.


You run a financial services firm and use AdWords to drive 2 conversions: sales of online tax software and leads for an in-person consultation service. You notice that people often make multiple purchases of the tax software—perhaps separate purchases for state and federal taxes. However, people also fill multiple lead forms—maybe for different office locations or appointment times.

While you would like to track every sale, you want to track only unique leads. You set the software sales conversion action to count every conversion, and the lead conversion action to count one conversion. If a click on your AdWords ad leads to 2 sales and 2 leads, you will see 3 conversions: one for each sale, and one for the unique lead.


For each conversion action, you can see the average number of conversions resulting from a click by looking at the repeat rate (every conversion / one conversion) in the "Conversion actions" table. To find this table, click Tools, and select Conversions.



Your customers make an average of 1.3 purchases over a 30-day period after they click on your search or display ad. The repeat rate for your "purchase" conversion action will show a value of 1.3.


In the settings for each conversion action, you’ll see a “Count” setting. You can change this setting when you set up your conversion action, or you can edit the setting for an existing conversion action by following the instructions below.

You can change this setting anytime for any of your conversion actions. (Just keep in mind that the changes will only apply to future conversions for a particular conversion action, and won't apply to a conversion action's past data.)

  1. Sign in to your AdWords account.
  2. Click the Tools menu, then select Conversions.
  3. Click the name of the conversion action you want to edit.
  4. Click Edit Settings.
  5. Click Count and make your choice.
  6. Click Done, then click Save.

Note: Default count settings

If you don't make a choice, AdWords will automatically use the default count setting. These defaults vary by conversion source, and are based on how most advertisers want to count that particular kind of conversion:

  • Every conversion is the default for website, in-app actions, clicks on your number on your mobile website, and import conversion actions.
  • One conversion is the default for calls from ads, calls to a phone number on your website, and app install conversion actions. For app installs, you can't edit the count setting, because more than one download of an app from the same click doesn't add value to your business.
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