• Search Engine Land
  • Sections
    • SEO
    • SEM
    • Local
    • Retail
    • Google
    • Bing
    • Social
    • Resources
    • More
    • Home
  • Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • Live
  • More
  • Events
  • SUBSCRIBE

Search Engine Land

Search Engine Land
  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social
  • Resources
  • More
  • Newsletters
  • Home
SEM

AdWords Top Movers Report Update: Now With Conversion Stats, Device-Level Segmentation

The Top Movers report debuted in AdWords last June to help advertisers quickly see performance changes in their accounts. It was helpful, but somewhat rudimentary with reporting on just clicks and cost changes. Today, Google announced that conversion data will begin appearing in the Top Movers report as well as device-specific insights. Note that the […]

Ginny Marvin on February 21, 2014 at 10:36 am
  • More

The Top Movers report debuted in AdWords last June to help advertisers quickly see performance changes in their accounts. It was helpful, but somewhat rudimentary with reporting on just clicks and cost changes. Today, Google announced that conversion data will begin appearing in the Top Movers report as well as device-specific insights.

Note that the report shown on the Home screen still includes just Cost and Clicks data, you’ll need to click on the “see full report” link or navigate to the Dimensions tab on the Campaigns screen to see the conversion data.

Google AdWrods Top Movers Report With Conversion Data

The Top Mover detail below is now sorted by Top Increases for Conversions and Top Decreases for Conversions. This performance data is segmented by device/network level, including by Search Partners, as shown in the example above. However, unlike the example below, the live examples I’ve looked at so far have included only one device-level segment per ad group, which is much more helpful. This type of segmentation will help advertisers quickly see if there are troubled areas at the device-level even if conversion stats overall look stable.

The conversion data will be a big help for managing performance campaigns. However, the ability to see changes in conversion rate and cost per conversion data would be especially helpful for understanding the impact on ROI.

The change has rolled out globally, so if you’re tracking conversions you should see this update in your account now.

 

 


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



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 writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land 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.

Related Topics

Channel: SEMGoogleGoogle AdsSEM Tools: PPC

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter search marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS

Lorem ipsum doler this is promo text about SMX events.

Available On-Demand: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

Discover actionable tactics that can help you overcome crucial marketing challenges. Our next conference will be held:

Next Event: Sept. 14-15, 2021

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Gartner Magic Quadrant for Digital Experience Platforms
  • Selecting a Customer Data Platform For Your Organization: The 2020 Gartner Market Guide
  • The Complete Guide to Web Core Vitals
  • The New Era of Automation in SEO
  • Nielsen Annual Marketing Report: Era of Adaptation
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Attend SMX For Only $199

h
Receive daily search news and analysis.

Channels

  • SEO
  • SEM
  • Local
  • Retail
  • Google
  • Bing
  • Social

Our Events

  • SMX
  • MarTech

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok