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It’s been months since Google first announced it would be deprecating “converted clicks” for “conversions” in AdWords. The metric is going away for good in March.
As of September 2016, advertisers could no longer use “converted clicks” in bidding strategies. When March comes, any “converted clicks” columns will no longer show in AdWords reporting. Any automated rules using “converted clicks” will need to use “conversions.” Now is a good time to do a final housekeeping check just in case there might be any lingering uses in your rules.
Google made the move to “conversions” to be able to measure and report on different conversion actions and when multiple conversion actions occur after an ad click. “Conversions” also supports store visits and cross-device conversions.
About The Author
As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.