Google announced at the end of last month that support for Converted clicks would end after September 2016. Advertisers using Target CPA or Enhanced CPC with Converted clicks should shift to using Conversions by September 21.
Converted clicks are Googles primary metric for tracking conversion events that debuted in AdWords in 2001 and is completely replacing it with “Conversions.”
Conversions and converted clicks have coexisted in AdWords for many years now, but Google has long been pushing advertisers to use the more advanced Conversions measurement. Conversions support multiple attribution models beyond last click, cross-device conversions and store visits.
The Conversions metric finally takes over for AdWords’ original conversion tracking method.
Google states it will email affected advertisers a migration tool for making the switch, but it’s easy to make the switch manually as well. In AdWords, select Conversion under Tools, and switch to Conversions under the Settings section. For reporting, select the Conversions columns instead of the Converted clicks columns.
Also starting in September, cross-device conversions will automatically be grouped in the Conversions column — currently it’s an option that’s easy to overlook.
Keep in mind when switching to Conversions, not all conversion events need to be counted in the Conversions column in reporting — you may choose to only count calls and event registrations in Conversions and not include PDF downloads, for example. Actions that aren’t included in Conversions are included in the “All conversions” column.
You’ll also need to choose whether to count an action multiple times or just once in the Edit Settings section of each conversion action you set up. For example, if someone downloads several PDFs, you may want to count that as one conversion event, whereas you may opt to count each purchase after an ad click as a separate conversion.
Finally, Converted clicks reporting will be lost after September, so if you want to keep any historical reporting from Converted clicks, download that before the end of September.
