Google Adwords Conversions 1-per-click, Conversions Many-per-click, Conversion Rate Larger Than 100%

If you have set up and enabled Adwords conversion tracking for your Google Adwords campaigns, you may occasionally see keywords with conversion rates that are larger than 100%.

Why Adwords Conversion Rates Can Be Larger Than 100%?

It is possible to have Adwords conversion rate that is larger than 100% and Google official explains how it can happen:

  • A user clicked one of your Adwords ads, arrived at your site, completed a purchase on your site and reached the conversion confirmation page (or thank you page) of your site (the web page where you have Adwords conversion tracking code inserted). The user left your site and then came back directly to your site without clicking any of your Adwords ad again. This time, the user completed a second purchase and reached the conversion confirmation page again. The result is 2 Adwords conversions are counted, with 1 ad click.
  • A user clicked one of your Adwords ads, arrived at your site, completed a purchase on your site and reached the conversion confirmation page (or thank you page) of your site (the web page where you have Adwords conversion tracking code on). The user clicked away from the conversion confirmation page but then clicked on the browser’s back button to return to the conversion confirmation page (where Adwords conversion tracking code is placed). The result is 2 Adwords conversions are counted, with 1 ad click.

Conversions 1-per-click and Conversions Many-per-click

Conversions 1-per-click and conversions many-per-click are two of the metrics in Google Adwords conversions.

  • Conversions 1-per-click: A conversion is counted for each Adwords ad click leading to a conversion within 30 days of the first ad click. Subsequent conversions that are the result of this first ad click will not be counted as conversion 1-per-click, as conversions 1-per-click will count at most one conversion per ad click. Conversions 1-per-click is most useful when measuring conversions approximating the number of unique customer acquisitions.
  • Conversions Many-per-click: A conversion is counted for each Adwords ad click leading to a conversion within 30 days of the first ad click, and conversions many-per-click will count multiple conversions per click. Conversions Many-per-click is most useful when measuring conversions that happen every time which is actually B2C website transactions.

Metrics related to conversion 1-per-click:

  • Conversion Rate 1-per-click = Conversions 1-per-click / clicks
  • Cost-per-conversion 1-per-click = Cost / conversions 1-per-click

Metrics related to conversion many-per-click:

  • Conversion Rate Many-per-click = Conversions Many-per-click / clicks
  • Cost-per-conversion Many-per-click = Cost / conversions Many-per-click

Conversion Rate Many-per-click may be larger than 100% as you may receive more than one conversion per click.

PPC Metrics

PPC metrics explains conversion, conversion rate and other metrics including Google Adwords Quality Score, impression share and clickthrough rate.

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