Conversion Goals Auditor: check your Google Ads conversion actions

Primary actions are counted in the Conversions column and used for bidding in the campaigns that use their goal. Secondary actions are for observation only: they show in All conversions but do not steer bidding. Set your real leads or sales as Primary, and keep steps such as page views or add to cart as Secondary, as Google advises.

Google advises "One" for leads, such as a sign-up or enquiry form, because only one conversion per ad click usually adds value; a second form from the same person is rarely a second customer. For sales, Google advises "Every", because each purchase adds value. A change applies to conversions from then on, not to past figures.

Usually something is counted twice or counts too much: the same purchase tracked by a Google Ads tag and imported from Google Analytics, two actions on one thank-you page, a lead form counted "Every", or a page view or button click set as Primary. This auditor flags each of these. Google sets actions created from Analytics key events to Secondary by default to avoid double counting.

Data-driven attribution is Google's default for most conversion actions, and last click is still supported. Google no longer supports the first click, linear, time decay and position-based models, and actions that used them were moved to data-driven. If an older export still shows one of those models, open the action in Google Ads and check its setting.

Google allows a click-through window of 1 to 90 days for Search, Shopping and Display, and a view-through window of 1 to 30 days, and recommends at least 7 days. Pick a click-through window that covers how long your customers take, which the Days to conversion segment shows. For sales you import from a CRM, a short window can drop most of them.