Overhead Door — Google Ads Conversion Tracking Fix
Overview
During the April 2026 monthly review for [1], a significant discrepancy was identified between the Conversions column and the All Conversions column in Google Ads. Over a two-week window, the Conversions column reported only 5 conversions while All Conversions showed 24 — a nearly 5× undercount. The root cause was that certain conversion action types had not been configured to count toward the primary Conversions column.
The Discrepancy
| Column | Count (2-week window) |
|---|---|
| Conversions | 5 |
| All Conversions | 24 |
The gap existed because Google Ads distinguishes between conversion actions that are flagged as primary (counted in the Conversions column, used for Smart Bidding) and secondary (counted only in All Conversions). Two high-value action types had been left as secondary:
- Form fills — not counted in Conversions
- Click-to-calls — not counted in Conversions
By contrast, calls from ads (direct call extensions) were correctly counted in the primary Conversions column.
Additionally, local actions such as direction requests and website visits were appearing in All Conversions. These were intentionally left out of primary Conversions, as they do not indicate purchase intent.
Resolution
A script was deployed to promote form fills and click-to-calls to primary conversion actions so they are counted in the Conversions column going forward. Once the fix propagates, the Conversions column should align much more closely with All Conversions (excluding the low-intent local actions).
Why This Matters
- Bidding accuracy: Google's Smart Bidding strategies optimize toward the primary Conversions column. Undercounting real conversions causes the algorithm to undervalue the campaign and potentially underbid.
- Reporting accuracy: The account appeared to be converting at a much lower rate than it actually was, which could lead to premature budget cuts or strategy changes.
- True performance: The 24-conversion figure is a far more accurate picture of campaign effectiveness than the 5 that were being surfaced.
Generalizable Lesson
When auditing a Google Ads account, always compare the Conversions and All Conversions columns. A large gap is a signal that high-value conversion actions are miscategorized as secondary. Form fills and click-to-calls should almost always be primary conversion actions for local service businesses.
Local action types (directions, website clicks from GBP) are useful engagement signals but should remain secondary to avoid inflating the conversion count used for bidding.
Related
- [2]
- [3]
- [4] (if created)