Many-Per-Click Conversions?

This week, Google rolled out some new reporting features that are pretty interesting. If you run a performance report now, you might see some additional options for conversion reporting: “many-per-click” conversions, and “1-per-click” conversions.

Confused yet? I know I was when I first looked at this. Apparently, Google now has the ability to track multiple conversions that come from one click on your ads. For example, if you have newsletter signup and product purchase conversion events, and someone both signs up for your newsletter and purchases a product after clicking on an ad, you just got a “many-per-click” conversion. The “1-per-click” conversion tracks exactly what it says: one conversion on one ad click.

I can see where this might come in handy for someone with multiple conversion events in a campaign, but this is old news to anyone who’s familiar with setting up multiple conversion goals in Analytics. It could be useful if you want to see which keywords/ads are the most engaging, though. If you see that a keyword is getting a ton of many-per-click conversions and another is getting only 1-per-click conversions, that’s yet another metric to compare campaign elements for optimization.

While I’m never one to shy away from more analytical data, I’m not quite sure how to use this new functionality just yet. Got any ideas? If you do, let me know in the comments.

You can read Google’s official announcement regarding the feature here: Inside AdWords

About Shawn Livengood

Shawn Livengood is a search engine marketing professional based in Austin, Texas. He has extensive experience managing pay-per-click ad campaigns for clients in various industries, from small home-based businesses to large international companies. You can connect with Shawn on Google+.
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One Response to Many-Per-Click Conversions?

  1. alexa says:

    I think “many per click” might show you, for example, if you’re getting conversions from someone who has visited your site in the past and is now returning to purchase? (as opposed to brand new visitors who buy on first clickthrough?) Just a guess.