Term
Conversion Action
The configuration object in Google Ads that fully defines a single conversion: name, source, value, counting rule, conversion window, and whether it counts as primary or secondary.
Conversion Action — in more detail
A conversion action is the configuration object in Google Ads that fully describes a measurable success event. Required fields: name, source (website, app, phone call, offline import), conversion value (fixed, dynamic via data layer, or no value), counting rule (every conversion or one per click — relevant for e-commerce vs. lead forms), conversion window (default 30-day post-click), attribution model, and goal optimization setting (primary vs. secondary). Since 2023 these settings live under “Conversions” → “Summary” → “Actions”, organized by conversion goals (e.g. “Purchases”, “Leads”, “Other”).
Example / In practice
A B2B SaaS account sets up three conversion actions:
- “Demo signup” — source: website, value: €80 (assigned lead value), primary for Smart Bidding.
- “Contact form” — source: website, value: €30, secondary (reporting only).
- “Phone call > 60 s” — source: call extension, primary.
Smart Bidding then learns weighted toward the more profitable lead type — contact forms still count, but don’t drive bids.
Distinction from similar terms
A conversion is the event; a conversion action is its definition. A conversion goal is the parent grouping for multiple actions (e.g. “Leads”). Primary vs. secondary is the most consequential toggle inside an action.
Entdecke mehr
Conversion (SEA)
An advertiser-defined user action that counts as a successful outcome of an ad — purchase, lead, call, newsletter signup. The driver of Smart Bidding and the basis for ROAS, CPA, etc.
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