Review Google Ads conversion actions before trusting any number
The conversion action inventory: primary vs secondary, counting, recent volumes, and what the column headers hide.
IntentWhich conversion actions count, which bid, which are dead, and what 'conversions' actually sums.
- 2
- Steps
- 2
- Tools
- 2
- Rules
- 1
- Failure modes
When to use it
Use it when
- Before any optimisation decision on a new account.
- After a tracking migration.
Do not use it when
- As a substitute for the full tracking-audit when numbers disagree across systems.
What it needs first
Required
Preconditions
- The account is ticked in the dashboard, confirmed via list_accounts.
Inputs
window- Analysis window.Default: last 30 days.
Procedure
In order. Every tool named is one the gateway ships, and links to its reference.
Pull conversion actions with category, counting and primary status.
Check recent volume per action against expectations.
Decision rules
The observable condition, what it lets you conclude, and what takes the conclusion back.
When
A secondary or micro action is set primary
Conclude
The 'conversions' column inflates: name the action and quantify its share.
When
An action counts 'every' where the business counts one per user
Conclude
Duplicates inflate results: flag the counting setting itself.
Evidence every conclusion must carry
- Every figure carries its account, metric and window.
- Anything below a readable sample size is reported as unjudged, not as zero.
Where the agent stops
- The readout changes nothing. Any change it motivates goes through Safe Writes: preview, human confirmation, then apply.
How it goes wrong quietly
The cases where the analysis is wrong and still looks right. Read them before trusting a number.
- Imported offline conversions arrive late: recent windows undercount by design.
What the answer contains
- 01Readout
- The figures, with windows and accounts named.
- 02Flags
- What deserves a deeper skill or a human decision.