Conversions and converted clicks have coexisted in AdWords for several years now, but Google has long been urging advertisers to use the more advanced Conversions measurement. Conversions supports multiple attribution models beyond last click, cross-device conversions and store visits. Google announced on Monday that support for Converted clicks will end after September 2016. Advertisers using Target CPA or Enhanced CPC with Converted clicks should switch to using Conversions by September 21. Google says it will email affected advertisers a migration tool for making the switch, but it’s easy to make the switch manually as well. In AdWords, select Conversion under Tools, and switch to Conversions under the Settings section. For reporting, select the Conversions columns instead of the Converted clicks columns. Get the full story at Search Engine Land