Check what the account counts, first. Every other number depends on it.

A primary conversion action that has recorded nothing lately. Smart Bidding has nothing to learn from it, and a broken tag may be hiding real results.

A lead action set to count every conversion. Google recommends every conversion for sales and one for leads, so a repeated form fill flatters the cost per lead.

Lead or call values that are a number somebody typed, standing in for what a customer is worth. Fine as a start, but every value-based decision rests on it.

A purchase action set to always use its default value, so a €15 order and a €900 order weigh the same. Any value bidding on it is bidding on a count.

Primary conversion actions whose click window is one day or less, so a customer who comes back the next day is never counted. Where Oppy cannot fix it, the finding says what does.

Two primary actions recording the same result, which may double every conversion. Reported with both names, as a question, because only someone who knows the site can say which one is real.

Every action that fired uses a default value, so conversion value rises and falls with the count. Every ROAS built on it is running on a count.

Conversions that keep arriving days after the click. Lag belongs to the business, from seconds for a call to weeks for a B2B lead. The fault is judging last week as finished.

Form fills, contacts and calls summed into one conversions figure. All real, with different costs and close rates, in a single number every ratio divides by.

Enhanced conversions switched off while the customer data terms are already accepted. The slow legal step is done and the toggle takes a minute; the conversions it recovers are business already won.

How much of the result comes from people who had already bought. On a mostly repeat account, the cost per conversion is the cost of an order, not of a customer.

A shop that records only the purchase. It cannot tell a visitor who never wanted the product from one who quit at payment. Often the events already exist in Analytics and only need importing.

Purchases that arrive with no amount, read over a longer period than most checks. A test cannot be judged on sales value, and value-based bidding has nothing to aim at.

The account optimises for a form, but the page the ads send people to has no form. Every metric looks like a media problem until someone opens the page.

Two actions in the same category that both recorded in the same window. Asked as a question with both numbers, because the same account can report very different sales depending on which action is primary.

When an account has too little traffic or no conversion action, every ratio is noise. The audit says so and reads the setup instead of printing a cost per conversion nobody should trust.

Two definitions of a phone call in one account, such as 180 seconds on the action that drives bidding and 60 on the others. The finding is the disagreement.

A sales or call import that exists, is a primary goal and has received nothing. Somebody built the pipe and nobody sent it a row.

A call-driven account sending clicks to a page with no tappable phone number. Most visitors on a phone will not copy a number by hand.

Remarketing lists that exist but hold too few people for Google to serve, such as basket abandoners at zero. The tag that fills them may be missing or not firing.

A campaign spending real money with no conversion at all. Each keyword can sit under the bar while the campaign is far past it. Zero can mean broken tracking, a page that fails or too little demand, so nothing is guessed.