Cost Per Conversion Proper Calculation

[humberto.cuadra%w...@gtempaccount.com]

Hi,

I am using the API to get Campaign Stats, everything is perfect except for the values that I need to calculate on my own, which are Cost per Conversion and Conversion Rate. As the API doesn´t provide these values, I calculated them:

Cost per Conversion = Cost / Conversions

Conversion Rate = (Conversions / Clicks) * 100

When I tried to verify these values in the AdWords UI, I found out that they don't always match with the formula above. I tried googling an answer and I found this:

"At a basic level, not all clicks are going to be eligible to be tracked by Adwords for conversions. For example, if someone is surfing the web "incognito" or if someone is on a mobile phone that isn't tracked by browser cookies, Adwords will never be able to track conversions for these users.

So in the case of Cost Per Acquisition metrics, Adwords is going to filter out the cost of clicks that came from these particular sources. Think of these as "ineligible" clicks. It's actually in your best interest for Adwords to filter out these clicks from these particular equations because you wouldn't be seeing conversions for them in your reports anyways.

So, when these metrics are calculated Google is sometimes using a different cost number than what you see in the total cost section. The cost number Google uses reflects the adjustment for click costs that never would have been tracked as conversions anyways. Often, you can simply divide the cost by the number of conversions as you see it in the interface and they will be the same, but not always."

Now, my question is: Is it possible to get a count of the eligible clicks? Or is there any other way to calculate this properly?

Thanks!

[Ewan Heming]

Hi,

You can obtain these fields via the API by downloading a Campaign Performance Report containing the ConversionRate and CostPerConversion fields. The values in the report should match up with the UI data.

Regards,

Ewan