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Conversion action

A conversion action is a Google Ads setting that defines one kind of conversion, such as a purchase or a call, and how it is tracked, counted and valued.

How it works

Every conversion Google Ads reports belongs to a conversion action, such as “Purchase”, “Calls from ads” or “Add to cart”. Its settings decide what counts and how:

  • source: the website tag, calls from ads, an app, Google Analytics or uploaded offline data;
  • category: purchase, add to cart, page view and others; with the source, it places the action in a conversion goal;
  • value: the amount sent with each event, or a default value;
  • count: every conversion after an ad interaction (the website default) or one per interaction;
  • conversion window: the maximum number of days from click to conversion;
  • primary or secondary: a primary action can drive bidding and shows in the Conversions column of campaigns that use its goal; a secondary one shows only in All conv.

A store usually needs one purchase action that fires on the order confirmation page and sends the real order amount as the conversion value. Conversion tracking for online stores covers the full setup.

Where you see it

  • Google Ads: Goals → Conversions → Summary lists the actions by goal. The Conversion action segment splits a campaign’s conversions by action.
  • The portal’s conversion check shows which actions are primary and really fire.

Example

Example store, not client data.

The tableware shop has two primary actions: “Purchase” with the order amount and “Add to cart” with a value of 1. Its campaigns bid on both goals. A month brings 300 purchases worth 180,000, 1,200 adds to cart and 40,000 of spend.

Conversions shows 1,500 and Conv. value 181,200. Cost per conversion reads 40,000 ÷ 1,500 = 26.7 instead of 40,000 ÷ 300 = 133 per order.

Not to be confused with

  • Conversion rate — the share of clicks that ended in a conversion. The action decides what counts as one.
  • Key event — a Google Analytics event marked as important. It reaches Google Ads only when imported as a conversion action.

Right and wrong readings

  • Wrong: “Making ‘Add to cart’ secondary deletes its data.” Right: it keeps reporting in All conv. and leaves only Conversions and bidding. In the example: Conversions 300, All conv. 1,500.

Sources