On this page
Why Google shows it
Where it shows: in the status of the campaign's bid strategy.
- No primary conversion action is included in the campaign's goals.
- The conversion action exists but has not recorded anything recently.
- A value-based strategy, such as Target ROAS, with conversions that carry no value.
- Campaign goals were changed and no longer match the actions set up in the account.
- A Maximize clicks, Maximize conversions or Maximize conversion value strategy shares its budget with a campaign that uses another strategy.
How to fix it
- Hover over the status to read Google's reason.
- Open Goals, then Conversions, and check the actions are primary, active and recording.
- Check the campaign's goal settings use those actions.
- For value strategies, make sure each conversion passes a real value.
- If the campaign shares a budget, give it its own budget, or put every campaign on that shared budget on the same strategy.
- If tracking cannot be fixed quickly, switch the campaign to a strategy that does not need conversions until it is.
What happens next
Once the strategy has data, it goes through a learning period, typically one or two conversion cycles, before results settle.
Do not leave a campaign misconfigured: the strategy bids with nothing to aim at, so spend continues without a target.
How to stop it coming back
Before switching a campaign to a conversion-based strategy, check its goal has recorded conversions in the last month.
After any change to conversion actions, open each campaign's goals and confirm they still point at an action that records.
Checks that catch it
Oppy runs these every week, so the status is found early.
- A target set before the bidding has enough to learn from: A CPA or ROAS target set on a campaign with too few conversions a month to learn from.
- A goal Google is aiming at that has never been hit: A primary conversion action that has recorded nothing lately.
- Buying clicks on an account that needs results: Maximize clicks on an account that counts calls or sales.