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The short answer
Sometimes the purchase tag fires and sends no amount. The sale is counted, its value is zero, and value-based bidding has nothing to aim at. Oppy reads a longer stretch of purchases than usual and flags each purchase action that recorded sales with no value at all.
Why it matters
A sale with no amount looks fine in the Conversions column. It is only when someone opens Conv. value, or switches to target ROAS, that the gap shows. By then the history the bidding would learn from is empty.
It also breaks tests. An experiment on a shop cannot be judged on revenue if revenue is not recorded, only on order count.
How Oppy decides
The check reads enabled purchase actions over a longer period than most checks, so that a shop with few sales a month is judged on enough of them.
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 | Yes. It stays silent when the tracking step fails. |
| 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, for the last 90 days.
- Add the All conv. value column next to All conv.
- Look at each Purchase action: sales recorded and value 0 means the amount is not being sent.
- Place a test order and use Tag Assistant to see what the purchase event sends.
What to do about it
Make the purchase tag or the Google Analytics purchase event send the order value and currency. On most shop platforms, this is a setting in the Google integration.
Set the action to use different values for each conversion, and check after a few days that new sales carry their amount.
Terms on this page
Other checks in this area
The checks next to this one in Conversion tracking, each with its own page.