# Review Google Ads conversion actions before trusting any number

> Tier: recipe. Operating recipe: real tool sequence, core rules, known traps.

The conversion action inventory: primary vs secondary, counting, recent volumes, and what the column headers hide.

**Intent.** Which conversion actions count, which bid, which are dead, and what 'conversions' actually sums.

## When to use

- Before any optimisation decision on a new account.
- After a tracking migration.

## When not to use

- As a substitute for the full tracking-audit when numbers disagree across systems.

## Sources

Required: Google Ads

## Preconditions

- The account is ticked in the dashboard, confirmed via list_accounts.

## Inputs

- `window`: Analysis window. Default: last 30 days.

## Procedure

1. Pull conversion actions with category, counting and primary status. — tools: `google_ads_get_conversion_actions`
2. Check recent volume per action against expectations. — tools: `google_ads_get_insights`

## Decision rules

- **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 requirements

- Every figure carries its account, metric and window.
- Anything below a readable sample size is reported as unjudged, not as zero.

## Human approval boundary

- The readout changes nothing. Any change it motivates goes through Safe Writes: preview, human confirmation, then apply.

## Failure modes

- Imported offline conversions arrive late: recent windows undercount by design.

## Output

- **Readout**: The figures, with windows and accounts named.
- **Flags**: What deserves a deeper skill or a human decision.

## Related

- Skill: [tracking-audit](https://www.getmcpads.com/skills/tracking-audit.md)