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What is the difference between the conversion fields from Google Adwords?


Google Adwords has a number of different Conversion fields that you can choose from:

  • "Total Conversions" ("Conversions" in GA) 
    • The Conversions column reports total conversions, across those conversion actions you've chosen to include. 

      What it means: See how many times your ads led customers to an action you've defined as valuable, such as sales or leads. 

      Tip: How you've chosen to count your conversions (“every” or “one”) affects the number shown in this column. If you’ve unchecked "Include in 'Conversions'" for a conversion action, its data won’t be reported here. Finally, your "Include cross-device conversions" setting also affects this number. 
  • "All Conv."
    • All conversions is the total number of conversions that AdWords measures across all conversion actions.

      What it includes: All conversions includes what's in your “Conversions” column plus additional data, such as cross-device conversions, and any conversions with Include in "Conversions" unchecked.
  • "Converted Clicks"
    • Converted clicks is the number of clicks that convert within your chosen conversion window (typically 30 days). 

      What it means: This is how many clicks resulted in one or more conversion actions. (The conversions will be counted separately in the "Conversions" column.) 

      Why use it: This number can help you approximate how many unique customers you're acquiring. 

      Example: A customer clicks on your ad and makes two purchases. So you’ll see two conversions in the “Conversions” column, but only one converted click in this column.  
  • "View-Through Conversion"
    • View-through conversions happen when someone converts after an impression (without an interaction) of your Video or Display ad. 

      What it means: Some people might see, but not interact with your ad. (For example, they see a video ad, but not enough to count as a view.) If these people later convert (such as by making a purchase or signing up for a newsletter), these conversions are counted as view-through conversions.

      Good to know: View-through conversions automatically exclude conversions from people who've also interacted with your other ads.

For more details, please refer to Google Adwords