Converted Clicks vs. Conversions
I have recently changed ad final URLs from a site where multiple conversions are possible to a landing page where only 1 conversion is possible. When running ads to the original page I had a variance between converted clicks & conversions of roughly 10% (10% more conversions than converted clicks). On the current page I have a variance of about 80% (80% more conversions than converted clicks).
Can anyone help explain this? According to my understanding of conversions vs. converted clicks and the new landing page structure, I should be seeing less variance rather than more? Less conversions available, so the ratio of conversions to converted clicks should be higher.
When looking into Analytics, I have also noticed more variance between sessions and clicks - not sure if it is related. The single goal currently being tracked is being imported from Analytics, the goal is fired when the thank-you page is seen.
Any assistance will be greatly appreciated, thanks in advance!