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Conversions vs Converted Clicks
When I look at the performance comparison, there's a column called conversions and another one called converted clicks. How are the two different?
edited October 2016
Conversions reports every conversion made within your chosen conversion window after an AdWords click (say 30 days). Under Conversions, Google AdWords reports every conversion made within your chosen conversion window after an AdWords click (according to the counting settings of either "Every" or "One" for each conversion action).
Converted clicks on the other hand reports every AdWords ad click resulting in one or more conversions within your chosen conversion window. This means that even if more than one conversion actions happen following a single ad click (example: one email signup and one quote request), converted clicks will still show 'one' conversion for that click. This helps you gauge unique customer acquisitions, but doesn’t give you a sense of the relative values of each converted click.
Also, Converted Clicks are going away and AdWords will no longer be using them. You can read more about this development here: