Conversion tracking tells Google Ads which clicks led to something valuable, and automated bidding depends on that signal. The work is in deciding what counts as a conversion, tagging it correctly, marking it primary or secondary, and checking that real actions are recorded before you spend heavily.
Step 1: Decide what is worth counting
Google defines a conversion action as a specific customer activity that is valuable to your business, such as a purchase, sign-up or phone call. Sources include website actions, app actions, phone calls and offline sales imported later.
For a service business, a form submission or a call usually matters more than a page view. List your actions in order of value:
- Completed enquiry form or booking
- Phone call from an ad or from your site
- Quote request or download of a lead magnet
- Purchase, for stores
Avoid counting low-value actions as primary, such as scrolls or visits to a contact page, because they teach the system to find clickers rather than customers.
Step 2: Choose a measurement route
According to the same Google page, measurement can run through Google Analytics, the Google tag, or both. Analytics suits advertisers already using it, and only key events are eligible for import. The Google tag suits those who do not use Analytics or who need Ads features such as enhanced conversions.
Step 3: Set primary or secondary
Primary actions are biddable; secondary actions are observation-only. Getting this wrong can stop Smart Bidding from optimising well. A simple rule: only the outcomes you want more of go primary.
Step 4: Verify before you trust it
New actions show “Unverified” or “Inactive” until the first recorded conversion or test event. Use Google Tag Assistant to confirm tags fire, submit a real test enquiry, and check it appears. Imports from Analytics can take 24 to 48 hours to appear, and offline imports need exact name matching and click IDs within 90 days.
Step 5: Consent and privacy
Google notes you should obtain required user consent and disable remarketing data collection for users who have not consented. Advertisers in Australia should also check obligations under the Privacy Act; seek professional advice for your situation.
Verification checklist
| Check | Pass when |
|---|---|
| Tag fires on the confirmation step only | Not on the form page itself |
| One conversion per enquiry | No duplicates from reloads |
| Primary/secondary set deliberately | Only target outcomes are primary |
| Phone calls tracked | Call reporting enabled, action set primary |
| Test lead appears in reports | Status moves from Unverified |
Link tracking to the rest of the funnel
Ads can only perform as well as the page behind them: see landing pages that turn campaign traffic into enquiries. Conversions are also one layer of reporting; measuring creative campaign performance beyond views covers the wider picture, and building a digital marketing strategy places paid search in context. Before choosing a bidding strategy, your tracking should be trustworthy: Google says conversion-based bid strategies require conversion tracking with actions set to primary (bid strategies).
Limitations
Conversion counts are modelled and delayed, and not every action can be tracked. Treat them as a decision aid, and reconcile with your own records, such as your CRM.
Where Radiance Impact fits
Radiance Impact’s Growth team works on search visibility, campaigns and strategy. If you want tracking reviewed or set up, contact us.
Sources
- About conversion actions, Google Ads Help
- About bid strategies, Google Ads Help
