When webmasters were busy with paid search advertising to boost their product visibility, Google quietly announced its decision to retire the “Converted Clicks” metric. If you are running PPC campaigns, then you must be aware of the notification that Google will now move all its conversion bid metrics to Conversion. This update will definitely have a big effect on your PPC campaigns in case you don’t take the change seriously.
What are Converted Clicks?
Converted clicks were used by Google for measuring PPC advertising success. The click metric measures the number of clicks that lead to the number of actual conversion actions on the website. For example, if anyone clicked on your PPC ad and filled out a contact form or purchased a product, you would see numerous conversions, but only one converted click. The huge drawback was that the data could not specify types of conversion actions, nor could it help to assign any value to the converted click.
Google then decided to enhance the conversion tracking tool to bring more customized and detailed reporting to the ad publishers. This is considered to improve the performance of automated bidding PPC campaigns.
With the shift from converted clicks to conversions, advertisers can now easily track their advertisements and also use the data to:
- Specify a value to conversions
- Keep a track of multiple conversion actions
- Select conversion actions that they would like to consider
- Keep a track of ad clicks that lead to in-store visits
- Create segments according to conversion category or conversion name
Google has updated how conversions are being tracked and so any campaigns that are using PPC campaigns in AdWords will be affected by the change from converted clicks to conversions.
Converted click is just one action per click and Conversions include multiple actions per click. The decision to retire Converted Clicks is sure to bring positive results for the marketers using AdWord and also for Digital Marketing in general as Google will strictly define the standard practices and the industry norms.
Google considered Converted Clicks as an outdated metric that will no longer be supported.
The decision to retire Converted Clicks is sure to bring positive results for the marketers using AdWords and also for Digital Marketing in general as Google will strictly define the standard practices and the industry norms.
Prime Reasons Why Everyone is Positive About the Update:
It is true that marketers track their AdWord conversions differently. Some of them use Converted Clicks and others use Conversions. It is with google decision to phase out converted clicks that there will be more uniformity in the way how marketers track their ad performance and this will lead to more productive conversations between teams and stakeholders.
Cross Device Conversion:
Google also announced that it would include cross device conversions in the Conversion tab. Tracking cross device conversion was always there, but most advertisers neglected to set it all. But now, Google will no more give the marketers any choice and cross device tracking will be added by default for the Conversion tab. This will thus be the only way to track ad conversions and they will also have a more comprehensive report of their ads.
Though you might feel bad to say good bye to Converted Clicks, but the new experience will definitely be more consistent and informative. Conversions will be a great means to enhance performance measurement in AdWords.
By Prince Namdev
– Google AdWords certified digital marketing professional blogger, love to write about application (Web & Mobile App) development technology, digital marketing and software testing. Paid PPC advertisement helps to promote your online business for getting quick results.