How to Make New AdWords Conversion Reporting Work for You
1. Define conversion types and customize accordingly. The conversion reporting updates make it easier to separate macro conversions from micro conversions. However, "macro" may mean something different to you than it does to someone else. That's why it's important to clearly define macro and micro conversions according to your company's goals.
Once you distinguish between macro and micro conversion actions, make sure your macro conversions appear in the correct column with three clicks: Edit settings > Optimization > "On."
Make sure micro conversions don't get mixed into your macro conversions data with three more clicks: Edit setting > Optimization > "Off." Don't worry about the micro conversions being set to "off." They will still show up in your "All Conversions" column, along with your macro conversions.
2. Review your filter settings. Filters are a great way to hone your specific content and messaging, as they let you organize data by what's most important to your business. Update any previously set conversion filters when making changes to the reporting columns. Doing so will ensure your conversions are reported appropriately.
3. Modify your automated rules. Automated rules and custom columns are great tools for understanding your audience and updating your account accordingly. These features may be altered with the conversion reporting changes, so be sure to check that your settings are correct.
If you're interested in customizing your data control to automate common actions and communicate with external data, it's likely you're using scripts. Also remember to update anything deemed a "conversion" in scripts code to keep it functioning properly.
Will anything else change?
There are several tools associated with conversion tracking, including cross-account conversion tracking, phone call conversion tracking and attribute reports. These features have no updates as of now. The updates to conversion-tracking columns shouldn't affect these tools either.
Related story: Cracking the Conversion Equation