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AdWords Flexible Conversion Counting

When I first noticed converted clicks and conversions I honestly panicked and was reading everything I could find about these new updates for next couple of days. At 1st I had hard time understanding the way this worked and if its really any different from old conversion types One Per Click and Many Per Click.


It took me a while to realize the flexibility new conversion types provide and couldn't wait to share it with other AdWords users.

So it all starts with the way you create your conversion.

While creating conversions you get option to count conversions in 2 ways 

  1. Unique Conversions: As name suggests this conversion type will count only one conversion from ad click. This type of conversion should typically used for lead generation campaigns where in most of the cases even multiple leads from same users may not results in multiple sales during conversion window, which is maximum of 90 days. For example user fills up a lead to show interest in buying a house; the chances are he will end up buying one house from you at the most.
  2. All Conversions: This conversion type should be typically used for conversions which are directly tied to revenue (For example successful transactions on ecommerce website) because only one click may result in to multiple transactions and direct increase in revenue during conversion window, which is maximum of 90 days. For example user clicks on your ad for ecommerce website selling apparels and user may end up doing more than one successful transactions during the conversion window.


You can define if you want to count your conversions as unique or all conversions while creating conversion as shown in the screen-shot below.


Now that we are clear about what are type of conversions and in which scenario to chose which type Lets Look at Converted clicks and Conversions


  1. Converted Clicks: This is number of clicks which lead to one or more conversions. One click may lead to more than one conversion so converted clicks will always be equal to or less than conversions (Keep in mind one user may click multiple times to give you just one conversion but converted click will be last click before conversion took place).
  2. Conversions: These are actual conversions irrespective of how many last clicks were involved in the process. 


On final note make sure you chose suitable conversion type for your account for conversion optimizer under conversions>>settings as shown below


about Nikhil Parachure

Digital Marketing / Web & App Analytics expert with experience ranging from small businesses to very large portals. Across varied verticals like banking, travel, ecommerce, insurance. Google Adwords top contributor since 2013 and currently working with a leading Indian ecommerce portal. Aspiring writer, wants to be lighter!

Shanea K Google Employee
March 2014

Great article and explanation! I'm so happy to see the good feedback about this feature. 

Neha Gupta Top Contributor
March 2014

Great Article Nik! Thanks for sharing! Joe & Jill Images are nice too.

Nisal L Rising Star
March 2014

Nice reading, Thanks for the article Smiley Happy

John C
May 2014

Very good article Nik. I am using this new feature for about 3 months now. It's a little hard to start but after you learn how it works you will never go back. I am getting at least 20%+ using Flexible Conversion and the potential is even bigger.

I have extracted al the essential features on my blog: http://www.bloggingnik.com/2014/05/flexible-conversion-new-way-to-count.html and added some extra explenations on how to use "Flexbile Conversion" right to increase your conversion ratio.


divesh d
May 2014

Hi Niks,


Hows things goin! well nikhil i have an question, for an ecommerce company what should be the conversion type for conversion optimizer.

John Paul Sing
June 2014

hi nikhil,

Thank you. All my confusion cleared with this article..