Google are making changes to the way their columns relay conversion results. There won’t be much work for us to do thankfully so don’t panic.
Currently the “conversions” column and report would show any form of conversion that you have set up conversion tracking for – however in these changes, that are going to roll out in mid-October, the “conversions” column will only show conversions that have optimisation selected.
Each conversion that is registered in AdWords is given an “on” or an “off” relating to whether or not it should be used for optimising for future conversions.
There is another change to columns the Estimated cross-device conversions column – this will now be visible in the “Cross-device conversions” column.
Simply put the column changes that are taking place look as follows.
- Conversions for optimisation (“Conv. (opt.”) – This data will be in the “Conversions” column.
- Estimated total conversions (“Est. total conv.”) – This data will be in your “All conversions” column.
- Estimated cross-device conversions (“Est. cross-device conv.”) – This data will be in your “Cross-device conversions” column.
Google intend these changes to give you more control over the data you receive. For more information you can read Google’s support article here.