A lead counted every time the same person does it

A buyer who orders twice is worth two sales. A prospect who sends the contact form twice, or reloads the thank you page, is still one lead. Counted twice, the account reports more leads than it got.

The cost per lead then looks better than it is by exactly the amount people repeat themselves, which on a form with no confirmation page can be a lot. Bidding on that number buys more of the traffic that repeats itself.

The check reads every conversion action with its category and counting setting.

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.

1. In Google Ads, open Goals, then Conversions, then Summary.
2. Open each lead action: form submission, phone call, contact, sign-up, booking.
3. Look at the Count setting: Every or One.
4. Note the lead actions set to Every, and whether they are primary.

Set lead actions to count One. Keep Every for purchases, where each order is real revenue.

Note the day of the change, so a drop in reported leads afterwards is read as better counting rather than worse performance.

• Conversion action

The checks next to this one in Conversion tracking, each with its own page.

• A goal Google is aiming at that has never been hit
• A number somebody typed, standing in for what a customer is worth
• A sale reported at a fixed price rather than its own
• A primary goal that forgets every click after a day
• Two primary actions counting the same result
• Conversion value that is really a conversion count