AdWords Converted Clicks sunsets for good in March

By Ginny Marvin

Published: February 9, 2017 at 10:07 am

It’s been months since Google first announced it would be deprecating “converted clicks” for “conversions” in AdWords. The metric is going away for good in March.

As of September 2016, advertisers could no longer use “converted clicks” in bidding strategies. When March comes, any “converted clicks” columns will no longer show in AdWords reporting. Any automated rules using “converted clicks” will need to use “conversions.” Now is a good time to do a final housekeeping check just in case there might be any lingering uses in your rules.

Google made the move to “conversions” to be able to measure and report on different conversion actions and when multiple conversion actions occur after an ad click. “Conversions” also supports store visits and cross-device conversions.

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Contributing authors are chosen for their expertise and work under the oversight of the editorial staff. Search Engine Land is owned by Semrush. The contributor was not asked to mention Semrush; the opinions expressed are their own.

About the author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.