Primary conversion action

Primary is the switch that decides what bidding aims at. Everything primary is a goal; everything secondary is only information.

Mistakes here are expensive: a primary action that never fires sends bidding after nothing, and two primaries counting the same sale double every result.

1. Open Goals, then Conversions, then Summary.
2. Each action shows Primary or Secondary.
3. Change it in the action's settings, or at the goal level.
4. Compare Conversions, which counts primary, with All conv., which counts both.

A shop has purchase, add to cart and newsletter sign-up actions. Purchase is primary; the other two are secondary, so they show in reports without pulling bidding toward people who only browse.

• Making micro steps like page views primary.
• Leaving dead actions primary after a site change.
• Having two primaries count the same result.

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

• A goal Google is aiming at that has never been hit
• Two primary actions counting the same result
• Different results added into one number

• Conversion action: One definition of a conversion in Google Ads, with its source, its counting, its value and its window.
• 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.
• Smart Bidding: Google's automated bid strategies that set a bid for each auction toward conversions or conversion value.