Something Doesn’t Add Up….Ineligible Clicks in AdWords
by Stephanie Christensen • August 6, 2014
Calculating important metrics might seem a little off, but don’t panic. (image source)
How is it that simple math doesn’t always work when calculating conversion rate or cost per conversions in AdWords?
In order to calculate the click conversion rate, you would divide the converted clicks column by the number of eligible clicks (which isn’t a column that appears). Eligible clicks are those that are associated with the Google Conversion Tracking cookie.
Examples where clicks may not be eligible for reporting
– Clicks only become eligible when there’s at least 1 active conversion action in the account.
– Many low end mobile devices don’t accept cookies. Therefore the clicks and cost for clicks from these devices will not be included in the conversion rate and cost/conversions metrics.
Something also to consider is the Google partner sites. It is possible that clicks to certain Google partners sites may also be considered ineligible clicks if the site blocks cookies in much the same way as the older mobile devices.
Ineligible clicks could also be an issue when calculating the correct metrics on the Display Network as well. Some sites on the Display Network which do not support conversion tracking could be affecting obtaining an accurate CPL.
You can take off your Google conspiracy helmets… for now. (image source)
In essence a percentage of ineligible clicks are not accounted for when Google calculates the metrics such as ‘Cost Per Conversion’ and ‘Conversion Rate’ in the AdWords interface. The assumption has been that Google definitely rounds the metrics along with using their own “secret-sauce,” which we have got to learn to accept and realize what is happening at the bottom line.
Before you make any drastic changes be sure to keep track of the current stats to know what works and what doesn’t so you don’t waste your time and can accurately measure your future success!