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The short answer
Google Ads can learn which leads became customers, if someone tells it. Oppy flags two states: a lead account with no offline import at all, and the worse one, an import that exists, sometimes as a primary goal, and has recorded nothing.
Why it matters
Without the import, every lead looks the same to the bidding. A lead that became a €10,000 contract and one that never answered weigh exactly alike, so Smart Bidding learns to find more leads, not more customers.
An empty import is worse than none. The account looks measured and is not, and if the import is a primary goal, a campaign that counts on it has nothing to learn from.
How Oppy decides
The check reads the account's conversion actions and only looks at lead-shaped results: forms, calls, contacts, sign-ups, bookings, quote requests.
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 whose source is Import, from clicks or calls.
- If there are none and you collect leads, nothing tells Google which leads closed.
- If there is one, check its conversions over the last 30 days and whether it is primary.
What to do about it
Send closed deals back to Google Ads: from your CRM through its Google Ads integration, by scheduled upload, or with a file. Each row needs the click ID saved with the lead or, with enhanced conversions for leads, the email or phone, plus the date and ideally the value.
Until imports run regularly, keep the import action Secondary, so an empty goal does not pull on bidding.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.