Study first
Review the ideas behind the questions
These notes cover the conversion tracking checks that make bidding and reporting easier to trust.
What conversions measure
Conversion tracking records actions that matter after someone interacts with an ad, such as purchases, leads, calls, or sign-ups.
- A conversion action defines the customer action you want to measure.
- Primary conversion actions can be used for bidding optimization.
- Secondary actions can be observed without guiding bidding.
- Clear conversion naming keeps reports easier to interpret.
Values and bidding
Conversion values help Google Ads understand that some actions are worth more than others. Value data is especially important for value-based bidding.
- A purchase can pass a transaction-specific value.
- Lead actions may use static or estimated values.
- Missing values can limit value-based optimization.
- Use values that reflect business impact as closely as possible.
Setup checks
Conversion setup should be tested before relying on it. Tag issues, consent behavior, and duplicate events can all affect reporting.
- Test that the tag fires on the intended action.
- Enhanced conversions can improve measurement by sending hashed first-party data.
- Attribution settings affect how credit is assigned.
- Do not count the same customer action twice.