Google Ads

Conversion action

The thing you told Google to count as a result: a lead, a purchase, a call.

A conversion action is one defined result Google Ads counts: a form sent, a purchase completed, a call made, an app installed, each with its own tag or import. Every automated bidding strategy optimises toward the conversion actions marked as primary, so what you count decides what the machine buys. The trap is a conversion action that counts something cheap: a page view, a sign-in, a click on a button. Once it is primary, bidding chases it, the conversion column fills up, and the account looks better while the business gets nothing. The check is to open the conversion actions list and ask of each primary one: would I pay for this?

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts