Cost per Converted clicks vs Cost divided by Converted Clicks
On calculating the cost per converted clicks as per the general formula i.e. cost divided by converted click most of the times we don't get the same amount that is reflected on the Adwords interface. This may end up creating a confusion. Hence I thought it would be great to explain the reason in the community forum.
In simple words, not all clicks and their associated click cost are eligible for cost per converted clicks reporting. There are always some clicks that are not accounted for (meaning clicks which are included in Total/Served Cost but not in Actual Cost) and it turns out that in the cost/converted clicks even the cost for ineligible clicks is not taken into account (although they are included in the total cost column).
Hope this helps
Re: Cost per Converted clicks vs Cost divided by Converted Clicks
I have questions:
1) what is ineligible clicks ?
2) what called such type of click which have Total/Served Cost but not in Actual Cost?
Summary of question:
In end you have given an example, So according to your example clicks from low end mobile devices that do not accept cookies or java script that called as ineligible clicks ?
Re: Cost per Converted clicks vs Cost divided by Converted Clicks[ Edited ]
May 2015 - last edited May 2015
Thanks for posting your question and helping everyone understand the concept better.
Ineligible clicks are the clicks which are accounted for Total/Served Cost but not for Actual Cost. Let me give you a couple of examples which should help everyone understand this better.
- Invalid clicks:
a. Accidental clicks that provide no value, such as the second click of a double-click
b. Manual clicks intended to increase someone's advertising costs
c. Manual clicks intended to increase profits for website owners hosting your ads
d. Clicks and impressions by automated tools, robots, or other deceptive software
- Overdelivery cap is exceeded
Incases when the daily budget is exceeded even more than the 20% overdelivery cap, the cost is not accounted for in Actual cost.
Like the example of low end mobile devices given above, whenever the system is unable to track the click (through cookies and java script) be it on mobile, tablet or computer, it is considered as an ineligible click.
Again really appreciate you coming up with the question. Please reply if there are any further doubts