Whenever someone uses AdWords for promoting its products, the natural expectation for conversion rate is to head as high as possible.
However, sometimes the conversion rate exceeds the expectations even higher than 100%, this of course being something out of the ordinary.


Here are top 3 reasons why the conversion rate is over 100%:


1. You may see from time to time a conversion but with no click associated with it. The reason for this might be that the click is filtered or even the IP is blacklisted, but the AdWords system records it as a conversion. However, creating a campaign report for that day will reveal that one or more invalid clicks will be registered. Therefore, this can be seen in the keyword performance report of that keyword and the conversion will not be charged.

2. Another possible reason for an over 100% conversion rate might be that a visitor which converted revisited your website at another time. This might be the reason why two conversions to be registered instead of one, but for one single real conversion.

3. Third reasons why this issue might occur if the visitor's browser does not update properly the conversion tracking cookie. Therefore, for a single click the system might register more than one conversion. This usually happens after someone clicks the ad, browse your website and hits back the button to the landing page. Depending on how many "backs" he hits, the number of conversion might increase, but with a single click.