--- title: Bluepoint — Conversion Tracking Configuration type: article created: '2025-09-30' updated: '2025-09-30' source_docs: - raw/2025-09-30-ad-review-call-90748201.md tags: - google-ads - bluepoint - conversion-tracking - pmax - call-rail layer: 2 client_source: null industry_context: null transferable: true --- # 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: [[meetings/2025-09-30-ad-review-american-extractions-bluepoint]] --- ## 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 [[knowledge/tools/call-rail]] 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 - [[clients/bluepoint/_index]] - [[knowledge/google-ads/landing-page-cta-best-practices]] - [[knowledge/google-ads/goal-grouping-strategy]] - [[knowledge/tools/call-rail]] - [[meetings/2025-09-30-ad-review-american-extractions-bluepoint]]