Disabling Conversion Tracking

You can fully disable AdWords Conversion Tracking from the AdWords Conversion Tracking page of the Reporting tab of your account. Just select the the action you want to stop, then click 'Delete.'

Please also remember to remove the conversion tracking code snippet from all your pages and delete your actions through the AdWords Conversion Tracking page. Once you do so, the conversion statistics columns will no longer appear on your Campaigns tables.

To start tracking again: If you ever change your mind, you can always return to the Conversion Tracking section from within your Reporting tab and set up AdWords Conversion Tracking.

Analyzing Basic Conversion Data to Improve ROI

Define Conversion Data Columns in your Report

Once you've implemented conversion tracking, you will start seeing non-zero values for your conversion columns once visitors start converting on your site. The Conversion Rate and Cost/Conversion columns give you a quick overview of how your campaigns are doing, but they don't include any of the advanced statistics available through your Report Center.

The Conversion Rate is the percentage of clicks that become conversions. Cost/Conversion (1-per-click) is the total cost divided by the number of ad clicks. Cost/Conversion (many-per-click) is the total cost you've accrued over the time period which you're viewing, divided by the number of conversions (many-per-click) you received as a result of those clicks. This data will give you a quick overview of how well your clicks are converting, and the average cost of those conversions. If you want to calculate which keywords are returning profit, compare the costs accrued by each keyword with the conversion data for that keyword.