Guide
Google Ads primary vs secondary conversions
Primary conversions influence bidding directly. Secondary conversions are useful for visibility without steering optimization. Mixing them incorrectly can create noisy bidding signals.
Quick setup checks
Only business-critical outcomes should be primary for each campaign objective.
Avoid multiple overlapping primary actions in the same category.
Keep informational or micro-events as secondary unless intentionally promoted.
Review duplicate action imports before trusting bid strategy outcomes.
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