Before you change bids, budgets, targeting, or creative, make sure Google Ads is optimizing toward the outcomes you actually value. A campaign can appear healthy while a duplicate event, stale action, or low-value interaction quietly distorts its conversion data.
A conversion tracking audit gives you that confidence. The job is to determine whether every action is recording correctly, represents a real business result, and has settings that match the way customers convert. Here is a practical process you can use before optimizing an existing account or taking over one you did not configure.
Build one audit view before inspecting individual actions
Start in Goals > Conversions > All Conversions. Google Ads has been introducing this dedicated submenu so you can inspect conversion actions in a consolidated table instead of repeatedly opening separate goal categories. If it has not appeared in your account, open the conversion summary and use View all conversion actions.
The value of the consolidated view is comparison. It can expose tracking status, counting methods, conversion windows, goal inclusion, repeat rate, last-seen information, and attribution-related details across the account. An odd setting becomes much easier to notice when it sits beside every other action.
Customize the table before drawing conclusions. At minimum, make room for these audit fields:
- Conversion action name and category.
- Tracking status and last-seen information.
- Action optimization, which identifies the primary or secondary role.
- Inclusion in account-level goals.
- Count setting: one or every conversion.
- Click-through and view-through conversion windows.
- Repeat rate and conversion performance.
- Attribution information, including data-driven attribution eligibility where available.
Do not assume the default columns are sufficient. In particular, primary and secondary status may be hidden until you add the Action optimization column. Save the resulting column set if the interface gives you that option. You want the same inspection surface every time, not a slightly different audit based on whichever columns happened to be visible.
Decide what each conversion action is supposed to mean
A technically working tag can still produce bad measurement. Before evaluating a setting, write one plain sentence describing the real-world outcome behind each conversion action. If you cannot explain an action without referring to an internal event name, its purpose is not clear enough yet.
For every row, answer four questions:
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