Conversion Tracking Health

What AdGradr checks

Conversion tracking is the single most important check in the audit. It runs first, and if it fails, every downstream check is flagged with trackingReliable: false, because bidding, wasted spend, and CPA calculations all depend on accurate conversion data.

AdGradr evaluates several conditions in order of severity:

• No conversion actions configured at all. The most critical finding. The audit cannot assess anything meaningful without conversion data.
• Actions exist but none have fired in the last 30 days. Severity depends on whether the account has meaningful click volume. Higher traffic with zero conversions is a more urgent problem.
• All firing actions record $0 conversion value. Without value data, you cannot use tROAS bidding or calculate true ROAS.
• Some (but not all) firing actions record $0 value. A moderate finding indicating incomplete value tracking.
• Multiple biddable conversion goals in the same category. This inflates conversion volume and confuses Smart Bidding.
• Suspicious conversion rate above 50%. This almost always means the tag is firing on the wrong page (e.g., a landing page instead of a thank-you page) or tracking non-conversion events like page loads.

Why this matters

Every automated bidding strategy uses conversion data as its optimization signal. Bad tracking creates a garbage-in, garbage-out loop: the algorithm chases the wrong signal, your CPAs look artificially low, and you cannot tell what is actually working. Fixing this is prerequisite to fixing anything else.

What good looks like

• At least one conversion action actively recording conversions in the last 30 days.
• Every conversion action has a non-zero value assigned (even a placeholder like $1 for lead gen).
• One primary conversion goal per category (e.g., one “Purchase” goal, not three overlapping ones).
• Conversion rates in the 2%–15% range for search campaigns, depending on industry.

Common mistakes

1. Tag fires on the landing page instead of the confirmation page. This produces conversion rates above 50% and makes every other metric meaningless.
2. Multiple overlapping goals set as “Primary.” Google counts each one separately, inflating conversion volume and confusing Smart Bidding.
3. Conversion value left at $0. Without value data, you cannot use tROAS bidding or calculate true ROAS. Even a static placeholder value is better than nothing.
4. Old or orphaned conversion actions still active. A tag from a deprecated form or a test conversion action quietly inflates your numbers.

How to fix it

1. Open Goals > Conversions > Summary in Google Ads. Verify each action has fired in the last 30 days.
2. For any action showing zero conversions with active traffic, use Google Tag Assistant to confirm the tag fires on the correct page.
3. Set exactly one conversion action per category as “Primary” for bidding. Demote duplicates to “Secondary” (observation only).
4. Assign a conversion value to every action. For lead gen, use your average deal value multiplied by your close rate.
5. Delete or archive any conversion actions that are no longer in use.

When to ignore this check

• Brand-new accounts (under 2 weeks old) may not have enough data for conversions to fire yet. AdGradr applies a lighter flag when click volume is low.
• Awareness campaigns that genuinely have no conversion goal can skip this, but AdGradr is built for performance campaigns. If you are running pure awareness, this audit is not designed for your use case.

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Want someone to handle this? The Click Makers team manages Google Ads accounts for companies spending $10K+/month. Get in touch to see if we are a fit.