Conversion action
The object in Google Ads a conversion is recorded against, with its own counting rules, attribution window and goal category.
Why it matters
Its settings decide whether values do anything at all. An imported lead value filed under the wrong goal category is stored, reported, and ignored by every campaign optimising for Leads.
What goes wrong
The wizard for creating one has several steps where the wrong answer fails silently rather than erroring. Counting every conversion instead of one per click is the other common misconfiguration, and it inflates reported value without changing a single bid for the better.
How to check it on your own account
Goals, Conversions, your action, Edit settings. Check the goal category, the counting setting and the attribution window together.
Next to this
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.