Should I Change the Count in Google Ads to ‘One’ or ‘Every’?

Short Answer: For actions like leads, signups, and other individual conversions, it is recommended to use the ‘One’ setting in Google Ads. Meanwhile, the ‘Every’ setting should be used in situations like e-commerce stores where each purchase is considered a new and separate conversion.

Full Explanation

Google Ads allows advertisers to choose how conversions are counted, which can impact the measurement and optimization of your campaigns. The ‘One’ option means that only one conversion is counted per ad interaction, regardless of the number of actions taken by the user afterwards. This is particularly useful for tracking singular valuable events such as a lead form submission or a signup where only the first instance matters for your campaign goals.

On the other hand, the ‘Every’ option counts all conversions that occur from a single ad interaction. This setting is ideal when each conversion has independent value, such as when an e-commerce store tracks every purchase made by a customer. Each sale is counted separately, reflecting total revenue more accurately in your Google Ads reporting.

Step-by-Step Breakdown

Identify your conversion type: Determine whether your goal is to track a one-time action (like a lead or signup) or multiple repeat actions (like purchases).
Set conversion count to ‘One’ if: You want to measure a single valuable event from each ad interaction, such as lead generation or user signup.
Set conversion count to ‘Every’ if: You are tracking multiple transactions stemming from a single ad click, which is common in e-commerce environments.
Implement and monitor: After setting the count, monitor your conversion data to ensure accuracy and relevance to your campaign goals.

Real Examples

Consider a business running a lead generation campaign focused on form submissions. Using the ‘One’ setting means that if a user submits the form multiple times or takes additional actions, only the initial lead is counted, which aligns with typical lead value measurement.

In contrast, an online store wanting to measure total sales would use the ‘Every’ setting to count each purchase, ensuring that all transactions contribute to their conversion data accurately.

Common Mistakes

Using ‘Every’ for lead generation can inflate conversion numbers by counting multiple submissions from the same user as separate conversions.
Using ‘One’ for e-commerce transactions might undercount total sales, leading to incomplete reporting and suboptimal bidding strategies.

FAQs

Q: Can I switch between ‘One’ and ‘Every’ after setting up conversion tracking?: A: Yes, you can adjust the count setting to better reflect your goals as your business needs change.
Q: What happens if I choose the wrong count setting?: A: Selecting the wrong count can result in inaccurate conversion data, which may affect your campaign optimization and budget decisions.

Key Takeaways

Use ‘One’ for counting single conversions like leads and signups.
Use ‘Every’ to track multiple conversions from one interaction, typical for e-commerce sales.
Choose the count setting that best aligns with your conversion goals to ensure accurate data and effective campaign management.