A number of months ago, Google had announced that they would be deprecating “converted clicks” for “conversions” in AdWords.  The metric’s swan song will take place in March.

Advertisers, as of September 2016, no longer could use “converted clicks” in bidding strategies.  When March rolls around, any “converted clicks” columns will not show any longer in AdWords reporting.  Any automated rules that use “converted clicks” will need to use “conversions.”  There is no better time than now to get any final housekeeping done, just in the event that there might be any lingering uses in your rules.

Google chose to make the move to “conversions” so that users can measure and report on different conversion actions and when conversion actions occur after an ad link.  “Conversions” also supports store visits and cross-device conversions.

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