For anyone working in digital marketing, it can be a challenge to keep track of the multitude of AdWords conversions conversions from view through to call conversions. Metric names and definitions can change, appear and disappear periodically and the AdWords Help Center has a lot of content to sift through. Knowing how AdWords campaigns convert is an essential part of digital marketing. Along with retargeting, AdWords conversion metrics are one of the best ways of increasing overall conversions. In this post, we’ll try to bring some clarity by summarizing what we know about the conversions found in AdWords. On top of the metrics listed below, AdWords users can also define their own custom conversion events and actions. However, this post will focus on a group of selected standard conversion metrics available to all AdWords users.