Conversion metrics

In online advertising, a conversion occurs when a click on your ad leads directly to user behavior you deem valuable, such as a purchase, sign up, page view, or lead. You determine which actions count as a conversion. Note that users who opt out of cookies in their internet browser will not be included in your conversion statistics. Google provides two sets of metrics in your reports to help you better understand how many conversions resulted from clicks on your Authorized Buyers ads.

Because buyers can set up campaigns for multiple advertisers in a single account, a conversion that results from one ad view or click might not always be attributed to the proper campaign. Talk to your account team before using conversion tracking.

Definitions

• Conversions (1-per-click)
  Conversions (1-per-click) count a conversion for every ad click resulting in a conversion within 30 days. This means if more than one conversion happens following a single ad click, conversions after the first will not count.

  Another way to say this is that conversions (1-per-click) will count at most one conversion per click. These metrics are useful for measuring conversions approximating unique customer acquisitions (e.g. leads).

  Other metrics related to Conversions (1-per-click) are:
  - Conversion Rate (1-per-click): Conversions (1-per-click) divided by total clicks.
  - Cost/Conv. (1-per-click): Total cost divided by conversions (1-per-click)

• Conversions (many-per-click)
  Conversions (many-per-click) count a conversion every time a conversion is made within 30 days following an ad click. Conversions (many-per-click) will count multiple conversions per click.

  These metrics are useful for measuring conversions that are valuable every time they happen (e.g. ecommerce transactions).

  Other metrics related to conversions (many-per-click) are:
  - Conversion rate (many-per-click): Conversions (many-per-click) divided by total clicks. Note that because you may receive more than one conversion per click, this conversion rate may be over 100%.
  - Cost / Conv. (many-per-click): Total cost divided by conversions (many-per-click).

 

Examples

Suppose you have a conversion tag on a newsletter sign-up page and another conversion tag on a shopping cart 'Thank you' page. If a user clicks on one of your ads, signs up for your newsletter, then purchases a product and hits the thank you page, you will receive:

• Conversions (1-per-click): 1
• Conversions (many-per-click): 2

Both sets of conversion metrics are potentially useful ways to measure and understand ROI. If you would like to view only a subset of these metrics, use the Column Chooser to customize your view.