Understanding conversions is very important in knowing the impact of your pay per click campaign. Within the past year, Google has introduced various conversion metrics to give advertisers even more insight on how their paid ads are directly leading to leads and sales. Below are are some of the conversions that you should be aware of.
Converted Clicks
This is how many clicks resulted in a conversion action. Depending on the conversion tracking set-up, a conversion action could be anything such as an actual sale or a user filling out a contact form that provides leads for your sales, service, or finance department.
Phone Call Conversions
For ads with call extensions, the Phone Call Conversion is the number of phone calls that Adwords drives to the number that is listed on the call extension. In order to track phone call conversions, you must use a Google Call Forwarding Number.
Estimated Cross-Device Conversions
This metric occurs when a user clicks on an ad on one device such as a mobile phone, but then converts on a different device such as a desktop. In the multi-screen world we live, cross-device conversions is a great metric to show how your ads impact across multiple devices.
View-Through Conversions
This metric only applies to ads that appear on the Display Network. View-Through conversions occurs when a customer views your ad, but converts without actually clicking on it.
Estimated Total Conversions
This metric condenses various conversion types and bundles them together to give you a better idea of how Adwords is driving conversions. Estimated Total Conversions add up the following conversion types: converted clicks, conversions, estimated cross-device conversions, view through conversions, and phone call conversions.
