How to Make New AdWords Conversion Reporting Work for You
Website visits and ad clicks don't matter if you aren't scoring conversions. But how do you know if you're targeting the right audience to get the desired conversions?
Ads are meant to produce traffic, which is meant to convert into revenue. For this reason, it's much more valuable to bring in a smaller, qualified audience than it is to attract millions of unqualified visitors. If only there was a way for marketers to know exactly what's working when optimizing content and messaging for the right audience …
Well, there is.
Google recently made a change to the AdWords drag-and-drop report editor to make conversion tracking a little easier. Marketers now have more power over the way data is displayed with new conversion-tracking columns. This gives you easy access to the data you really need in order to see what's driving conversions. Once you know what's working, you can adapt your advertising plan to line up with those successful tactics.
What specific changes will you see?
"Conversions for optimization" will turn into a "Conversions" column. This new column will expose data for all conversion actions that have optimization set to "on." Similarly, "Estimated total conversions" will turn into an "All Conversions" column. This new column will show data for all conversion actions, regardless of their optimization setting.
Lastly, "Estimated cross-device conversions" will turn into a "Cross-device conversions" column. Data for these conversions will also show up in your "All Conversions" column.
Why does this matter?
You may see a fluctuation in your conversion numbers due to the way Google has modified its definition of the term. It's easy to stabilize this flux — and calm your marketing team — by making a few small changes to your reports.
Although the conversion reporting changes will happen automatically, you can follow these simple steps to make sure you receive your data in a way that works best for you and your goals:
Related story: Cracking the Conversion Equation