On this page
The short answer
A primary conversion action that has recorded nothing recently is not a harmless leftover. Either its tag is broken and real results go unseen, or a campaign that counts only this action is bidding without feedback. Oppy lists every such action, apart from offline imports, which have their own check.
Why it matters
Smart Bidding learns from the actions that record conversions. One that records nothing adds no signal, so a campaign whose goal is this action alone bids without any feedback.
The bigger risk is the tag. A purchase or a form that stopped reporting means real results are missing from every cost per conversion, while the account still shows conversions from its other actions. Nothing looks broken, and the dead goal can stay in place for years.
How Oppy decides
The check reads every enabled conversion action with its primary flag and what it recorded over recent weeks.
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.
- Set the date range to the last 30 days and look at the actions marked Primary.
- Note any primary action showing 0 in the All conv. or Conversions column, and its tracking status.
- Open each one and check how it is meant to fire: a tag on a thank you page, a Google Analytics event, or a call.
What to do about it
If the action should be firing, fix the tag: test the form or the purchase yourself and use Google Tag Assistant to see whether the event reaches Google Ads.
If it is no longer used, set it to Secondary so it stays visible in reports without steering bidding. Only remove it once you are sure nobody relies on its history.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.
- A lead counted every time the same person does it
- 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