Term
Primary vs. Secondary Conversion
Classification of conversion actions in Google Ads: Primary drives Smart Bidding, Secondary is observed only and does not feed into bids.
Primary vs. Secondary Conversion — in more detail
Google Ads has supported “Primary” and “Secondary” conversion actions since 2021. Only Primary conversions drive Smart Bidding strategies such as tCPA, tROAS, or Maximize Conversions — they are the actual goal that the algorithm bids toward. Secondary conversions are still measured and reported but excluded from optimization. The split lets advertisers observe micro-conversions (newsletter, add-to-cart) without Smart Bidding chasing them as the bid target.
Example / In practice
A shop optimizes Search campaigns on “Purchase” as Primary. “Add-to-cart” and “Newsletter signup” run as Secondary — they deliver learning signals and funnel insights without Smart Bidding suddenly overpaying for newsletter sign-ups.
Distinction from similar terms
The old “Include in ‘Conversions’ column: yes/no” toggle was replaced by Primary/Secondary. Account-default goals define which conversions count as Primary in new campaigns by default. Enhanced Conversions is a different axis — it concerns data quality, not the optimization hierarchy.
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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.
LexikonSetting Up Conversion Tracking in Google Ads Correctly
Conversion tracking is the basis of every optimisation. Tracking methods, primary vs. secondary conversions, counting — and the most common errors.
NewsGoogle Ads launches Journey-Aware Bidding and expands Smart Bidding Exploration
Smart Bidding now learns from the full lead-to-sale funnel. Smart Bidding Exploration is rolling out to Performance Max and Shopping.