Bluepoint — Conversion Tracking Configuration
Overview
During the September 30, 2025 ad review call, Bluepoint's Google Ads conversion tracking was found to be significantly misconfigured. The primary issue: page views were set as primary conversion actions, causing wildly inflated conversion counts (e.g., a 62% conversion rate on the PMAX campaign, 3,000+ reported "conversions" from ~6,000 clicks). This makes campaign optimization data unreliable and prevents Google's bidding algorithms from learning toward actual leads.
Related meeting: [1]
The Problem
Page Views Counted as Conversions
Page views were configured as primary conversion goals in Google Ads. This is incorrect — page views are events, not conversions. They should be tracked in Google Analytics but should not signal to Google Ads that a lead was generated.
"A page view is not a conversion. A page view is an event." — Mark Hope, 2025-09-30
Symptoms observed:
- PMAX campaign: 1M impressions, 6K clicks, 3,000+ reported conversions (62% conversion rate — impossible for a lead gen campaign)
- Cashless ATM campaign: conversion rate exceeding 100% (users counted multiple times due to page view re-fires)
Conversion Actions Marked "Needs Attention"
Multiple conversion actions — including Contact (form submissions) and Outbound Clicks — were flagged as "needs attention" in the Goals dashboard, meaning they were not properly tagged and were likely recording zero actual leads.
No Conversion Value Set
Conversion value was not configured. For lead generation campaigns, a value of 1 should be assigned per conversion until actual lead-to-close data is available.
Goal Grouping Incorrect
Conversion actions were not grouped by funnel stage. Google uses goal groups to weight the importance of different actions. The observed state:
| Group | Should Contain | Observed State |
|---|---|---|
| Group 1 (awareness) | Page views only | Page views + phone call leads (incorrect) |
| Group 2 (engagement) | Email clicks, soft engagements | Empty or missing |
| Group 3 (leads) | Form fills, phone calls | Empty or missing |
Phone call leads were grouped alongside page views, signaling to Google that a page view and a phone call are equally valuable.
Fix Checklist
1. Remove Page Views as a Conversion Action
- Navigate to Goals → Conversions in the Bluepoint Google Ads account
- Find the page view conversion action
- Change its category from "Primary" to "Secondary" (or remove it entirely from conversion counting)
- Page views should be monitored in Google Analytics, not Google Ads conversions
2. Fix All "Needs Attention" Conversion Actions
- Go to Goals → Conversions and filter for any action showing "Needs attention"
- For each: click Troubleshoot to identify the tagging issue
- Coordinate with Anup (via ClickUp task, marked Urgent with a due date) to re-tag each action in Google Tag Manager
- Confirmed affected actions as of 2025-09-30:
- Contact (form submissions)
- Outbound Click (includes PDF downloads — verify if any PDFs exist on landing pages)
- Phone Call (status: inactive)
3. Verify Phone Call Tracking Coverage
Two types of phone call conversions are needed:
- Call from Ad — tracks calls initiated directly from the ad unit (call extension)
- Call from Landing Page — tracks calls made after clicking through to the landing page
Ensure both are present, active, and clearly labeled. Consider implementing [2] for dynamic number insertion on Bluepoint landing pages — given the volume of traffic these campaigns generate, call attribution is worth the setup cost.
4. Set Conversion Value
- For all lead-type conversion actions (form fills, phone calls), set conversion value = 1
- This allows Google's Smart Bidding to optimize toward leads rather than treating all events equally
- Revisit and update once actual lead value data is available
5. Reorganize Goal Groups
Restructure conversion actions into appropriate groups:
- Group 1: Page views only (awareness signal)
- Group 2: Email clicks, soft engagement actions
- Group 3: Form submissions, phone calls (primary lead signals)
This ensures Google's bidding algorithms weight phone calls and form fills as the most valuable outcomes.
Campaign Performance Context (as of 2025-09-30)
| Campaign | Impressions | Clicks | CTR | Avg CPC | Notes |
|---|---|---|---|---|---|
| PMAX | ~1,000,000 | ~6,000 | <1% | $0.09 | Conversions inflated by page views |
| Cashless ATM | ~7,000 | 654 | 8% | $1.00 | Strong performance; fix tracking |
| Traditional ATMs | — | 155 | 10% | $4.00 | CPC target: reduce to ~$2 |
| Reverse ATM | — | — | — | $13.00 | Reduce bids by 75% immediately |
Front-end metrics (impressions, CTR, CPC) are strong. The conversion data is currently meaningless until tracking is corrected.
Assigned Actions
| Task | Owner | Priority | Notes |
|---|---|---|---|
| Fix all "needs attention" conversion actions | Anup (via ClickUp task) | Urgent | Gilbert to create task with due date |
| Remove page views as primary conversion | Anup / Gilbert | Urgent | |
| Set conversion value = 1 on all lead actions | Anup / Gilbert | High | |
| Reorganize goal groups (1/2/3) | Anup / Gilbert | High | |
| Investigate CallRail setup for Bluepoint | Gilbert / Ben | Medium | Discuss Wednesday |
| Reduce Reverse ATM bids by 75% | Gilbert | Urgent | Current CPC $13 is unsustainable |
| Reduce Traditional ATM bids to ~$2 CPC | Gilbert | High | |
| Update landing page URLs in campaigns | Melissa | High | New pages built; swap in immediately |
Related
- [3]
- [4]
- [5]
- [2]
- [1]