Conversion action

Each setting on a conversion action changes the numbers. Count every or one per click, a fixed or real value, a one day or 30 day window, primary or secondary: each decides what the Conversions column says.

Most accounts set these once at launch and never look again, which is why so many audit findings start here.

1. Open Goals, then Conversions, then Summary.
2. Open an action to see its category, source, value, count, windows, attribution model and whether it is primary.
3. Check the tracking status column for actions that are inactive or not recording.
4. Use the diagnostics tab when Google flags a problem.

A form submission action is set to count every conversion with a 1 day window. Changing it to one per click and 30 days makes the lead count match the CRM and stops losing people who decide the next day.

• Counting every conversion for leads, which counts repeat form fills.
• Using a fixed value on purchases instead of the real order value.
• Leaving old actions primary after the site changed.

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

• A lead counted every time the same person does it
• A sale reported at a fixed price rather than its own
• A primary goal that forgets every click after a day

• Conversion: An action you count as a result of an ad: a purchase, a lead form, a call, a sign-up or a store visit.
• Primary conversion action: A conversion action used for bidding and shown in the Conversions column.
• Conversion window: How long after a click a conversion can still be counted for it, from 1 to 90 days.