Google announced a few changes to its AdWords reporting, enabling advertisers to customize the way conversions are tracked based on their business needs. Beginning in February 2014, advertisers can set the conversion setting in AdWords as “All conversions” or “Unique conversions”. “All conversions” is ideal for advertisers interested in the total number of sales. For example, two conversions will be recorded if a customer books a hotel and rental car. “Unique conversions”, on the other hand, counts only unique conversions and is a good choice for lead generation tracking. If a customer fills out multiple lead forms in both home insurance and car insurance sections, AdWords will only count two conversions. This update comes with new column names “Converted clicks” and “Conversions” in AdWords reports.