Conversion

Conversions are what the account is for. Cost per conversion, ROAS and conversion rate are all built on them, and Smart Bidding decides every bid from them.

So a conversion counted wrong is worse than a missing one. Counted twice, it flatters every ratio. Never firing, it sends the bidding after a goal it cannot reach.

1. Open Goals, then Conversions, then Summary, to see every conversion action.
2. The Conversions column counts primary actions only. All conv. includes secondary ones.
3. Check each action's status, count setting and window.
4. Segment campaigns by Conversion action to see which results each produced.

A lawyer's account counts form submissions and calls over two minutes as conversions. Page views of the contact page are tracked but set as secondary, so they show in reports without steering bidding.

• Counting page views or time on site as primary conversions.
• Having two actions measure the same result, both primary.
• Judging an account on a handful of conversions.

The audit checks Oppy runs on this, each with its own page.

• A goal Google is aiming at that has never been hit
• The same result counted by more than one action
• Too little has happened here to judge performance

• Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.
• Conversion rate: Conversions divided by clicks.
• Primary conversion action: A conversion action used for bidding and shown in the Conversions column.