AdWords Changes The Definition Of Conversions For Reporting & Columns

AdWords changed the definition of conversions so that it will only take into consideration the campaigns that have optimization selected. This change will be pushed out in mid-October and will make your conversion numbers look lower than they are until you make the quick adaptations. This change allows users to have more control over the data they see and to focus on the conversions of things that matter more such as sign ups or downloads as opposed to filled out contact forms.