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Changed AdWords Defining Conversation Columns and Reporting

This October, AdWords is coming up with changes in the “Conversions” columns and they will also allow reporting that includes only the actions of optimized conversions.

During October mid, the marketers may notice a considerable drop in “conversions”. But there is nothing to panic about, because this significant drop is totally because of Google not you. The columns as well as the new Report Editor in AdWords are all set to change the actual definition of “conversions”. Now, gratefully you just need to adjust the reporting according to the AdWords.


The “Conversions” column and report traditionally exhibits the complete conversion action in accordance with the set up you have done. But with the new changes in Google AdWords, the “conversions” columns will exhibit only those conversions which are optimally selected.

With these new changes every single conversion that is added in AdWords will be provided with the “on” and “off” button, so that the user may choose whether the conversion be used at the time of optimizing the conversions. The optimized conversions that are selected will be exhibited on the “Conversions” column and reports and the rest will not be seen.


Take for instance, when you download any eBook on paid conversion, then in such case the eBooks may be set “on” for optimize conversion and “off” for the contact form fill. All the conversions would be counted with the help of old reporting and they will exhibit the name of conversion in segments. If the users of the AdWords wish to see the conversions with optimization “on”, then they will thoroughly examine the “Conv. (opt.)” column or they may even segment the most important Conversion view. This particular change in AdWords changes “Conversions” into “Conv. (opt.)” and generates the new type of report under the name of “All Conversions” that represents the “Estimated Total Conversion”. In the Conversions column the non-optimized conversions will be excluded and not be shown.

This can simply be represented as:


Why AdWords are Important

There are numerous clients that adopt some non-optimized conversions for the premium sign-ups and logins that comprises in the conversion reports. But now with the new changes that are going to take place in AdWords it won’t be possible. You may have to make the required changes in the working of “conversions”, if certain rules, filters and scripts involved in it. Along with the change in “conversion” it will also make proxy changes in columns such as “conversion rate”.

The changes in AdWords can also be responsible for the removal of columns such as “Estimated Cross-device conversion” that gets removed with a new type of column named as “Cross-driven Conversions”.

The main goal of the changes that is going to take place in AdWords is to make the complete scenario more spontaneous and provide control over the data that is exhibited. Advertisers having conversion optimization set as “off” will suffer a lot in future because of these changes in AdWords.


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