As you may know, Adwords handle conversions in two ways: counting one conversion per click or many conversions per click. Here are the definitions for both according to Google Adwords:
Conversions (1-per-click) count a conversion for every AdWords ad click resulting in a conversion within your chosen conversion window. This means if more than one conversion happens following a single ad click, conversions after the first will not count. This metric is useful for measuring conversions approximating unique customer acquisitions such as leads and sign-ups.
Conversions (many-per-click) count a conversion every time a conversion is made after an AdWords click, within your chosen conversion window. Conversions (many-per-click) will count multiple conversions per click. This metric is useful for measuring conversions that are valuable every time that they happen such as purchases.
Naturally, we have two metrics to support both definitions:
- Conversion Rate (Many Per Click) which is Conversions (Many Per Click) / Clicks
- Average Conversion Value (Many Per Click) which is Conversion Value / Conversions (Many Per Click)
We hope this helps you create better reports!