Inactive conversion action: repair it or remove it.

Where it shows: in the Status column under Goals, then Conversions.

• The tag was removed during a site rebuild or a move to a new platform.
• The action tracks a page, form or button that no longer exists.
• A duplicate action was created and the old one was left behind.
• An import, such as from Google Analytics or a CRM, stopped running.

1. Open Goals, then Conversions, and sort by status.
2. For each inactive action, decide: is this something you still want to count?
3. If yes, test the tag or the import and repair it.
4. If not, set it to secondary or remove it so it does not sit in campaign goals.

An inactive primary action can leave Smart Bidding with nothing to aim at. Fixing or removing it makes the goals honest.

A short list of working actions is easier to trust than a long list where half are dead.

Review the list of conversion actions every quarter and remove what no longer exists.

When the site moves to a new platform, list every conversion action first and test each one on the new site before switching ads to it.

Oppy runs these every week, so the status is found early.

• A goal Google is aiming at that has never been hit: A primary conversion action that has recorded nothing lately.
• Different results added into one number: Form fills, contacts and calls summed into one conversions figure.

• Conversion action
• Primary conversion action
• Google tag