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The short answer
A shop that records only the purchase can tell that a click did not become a sale. It cannot tell whether the visitor never wanted the product, could not find it, or left a full basket at payment. Oppy flags shops that record sales and none of the steps before.
Why it matters
Those three failures have nothing in common except the number they produce. Each needs a different fix: the traffic, the product page, or the checkout. Without the steps, every campaign problem looks the same.
The steps are also signal. Add to cart and begin checkout happen far more often than purchases, so a small account gets something to learn from long before it has many sales.
How Oppy decides
The check only applies to accounts that record a sale, through a purchase or paid subscription action.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Measurement |
| What it reads | Conversion actions |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Goals, then Conversions, then Summary.
- Look for actions in the categories Add to cart, Begin checkout or Page view of a product.
- If there are none, open Google Analytics, then Admin, then Events, and see whether add_to_cart and begin_checkout are recorded there.
- If they are, they can be imported into Google Ads.
What to do about it
Import add_to_cart and begin_checkout from Google Analytics, or add them with the Google tag. Set them as Secondary, so they show in reports without being counted as sales.
Then segment campaigns by conversion action to see where each one loses people.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.