Google announced a new AdWords feature called flexible conversion counting, which is described as an improved way for advertisers to count conversions that “really matter”.

Google says that the feature enables businesses to better measure the value of each click that turns into actual results. This is the latest in a string of recently launched conversion-tracking features from the company.

“We’ve been working hard on building products and features that help you better understand the value you’re getting from AdWords,” says product manager Vishal Goenka. “With estimated cross-device conversions and cross-account conversion tracking, you’re able to more accurately measure conversions in AdWords and better understand the complex path to purchase.”

Google rolled out estimated cross-device conversions globally back in the fall, and pre-announcing features like phone calls, store visits and conversions from ads on the search and display network.

A couple months before that, Google launched cross-account conversion tracking along with search funnels for AdWords.

“Flexible Conversion counting replaces today’s conversions (one-per-click) and conversions (many-per-click) columns with Converted clicks and Conversion columns–helping you understand the relative value of each click that results in a conversion,” explains Goenka. “A company like Berkeley Tees can now count all instances of t-shirt purchases while only counting unique instances of catalog downloads.”

The above video discusses the Berkley Tees example a bit more. More on counting conversions here.

Image via Google