Paid Search

Conversion

A conversion is any completed action you define as valuable, such as a form submission, purchase, call, or signup.

Conversions are the bridge between traffic and business outcomes, and defining them correctly is what makes every other metric meaningful. For example, a campaign might count completed enquiry forms as conversions. Tracking the wrong action, or none at all, is the most common reason campaigns look fine but deliver nothing.

Counting too many things as conversions is more damaging than counting too few. Every soft action added to the primary set dilutes the signal automated bidding learns from, and the system will optimise toward whichever is easiest to produce, which is almost always the least valuable one. Keep the primary set small and tied to revenue. Track everything else as secondary, where it is visible for analysis without steering spend. When conversion volume is genuinely too low for automated bidding, a well-chosen mid-funnel action is a reasonable proxy, but it should be a deliberate choice, not something that accumulated.