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]
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)
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.
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.
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.
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.
Restructure conversion actions into appropriate groups:
This ensures Google's bidding algorithms weight phone calls and form fills as the most valuable outcomes.
| 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.
| 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 |