How to Audit Google Ads Conversion Tracking

Google Ads can only optimise towards what you tell it counts as a conversion. If that list is wrong, the platform spends your money getting more of the wrong thing, and the reports look healthy while the phone stays quiet.

Google has started rolling out an All Conversions view that puts every conversion action in one table, which makes a proper audit much quicker. Here is a simple routine for service businesses.

What is the new All Conversions view in Google Ads?

It is a submenu under Goals, then Conversions, that lists every conversion action in the account in one table. Search Engine Land reported on 28 October 2026 that it was appearing in a growing number of accounts, so you may not see it yet.

According to that report, the table shows each action's tracking status, whether it counts one conversion or every conversion, the click and view-through windows, whether it is included in your goals, and attribution eligibility. You can customise the columns and change the date range to look for double counting.

How do you check that your conversions are real?

Start by listing every action and asking one question of each: would I pay for this to happen? A booked job or a qualified enquiry is worth paying for. A page view or a button click usually is not.

• Remove or demote anything that is not a lead, booking or sale, such as scroll depth, video plays or generic page views.
• Look for duplicates, such as a form submission tracked by both a Google Ads tag and an imported analytics event.
• Compare the count against your real enquiries for the same dates. If Google reports far more conversions than you received, something is firing too often.

What do primary and secondary conversions mean?

Primary actions are the ones used to optimise bidding. Google's help documentation says secondary actions are for observation only: they appear in the All conversions column for reporting but are not used for bidding.

Google also advises using the Conversions column to guide Smart Bidding and the All conversions column for a wider audit of business performance. In practice, that means your primary list should be short and close to revenue, while softer signals like calls under 30 seconds can sit as secondary.

Is your tracking status healthy?

Check the status of each action first. Google's help pages describe statuses such as Unverified, Tag inactive and Needs attention, and you can investigate them with Tag Assistant from the conversions summary. Unverified means the tag linked to that action has not yet fired.

1. Open the All Conversions view and sort by status.
2. For anything unverified or inactive, submit a test enquiry on the live page and see whether it registers.
3. If it does not, use Tag Assistant to find out whether the tag is missing, blocked or on the wrong page.
4. Re-check after a day or two, because reporting is not always instant.

Should leads count once or every time?

For leads, count one conversion per click. Google's guidance is to select Every for sales, where each purchase matters, and One for leads, which prevents duplicate counts from page refreshes. A customer who submits your form twice is still one enquiry.

Also remember that by default Google Ads reports a conversion against the date of the click, not the date of the final action. A job booked next week can appear against last week's spend.

Why do Google Ads and Analytics numbers differ?

Different attribution models produce different totals, and Google's documentation says discrepancies of up to 20% can be expected when comparing with Google Analytics. A gap that size is not a fault. A gap of double or half is.

What this means for your business

• Book 15 minutes this week to review every conversion action, before you change budgets or bids.
• Keep the primary list to the actions that lead to revenue, and move everything else to secondary.
• Reconcile Google's conversion count with your actual enquiries for the last 30 days.
• Where you can, feed booked jobs back into Google Ads, so the platform learns from outcomes rather than form fills.

Tracking is the quiet reason many accounts underperform. Platforms like SholaX record the campaign, UTM tags and click ID with each enquiry in the CRM, so you can check Google's numbers against the leads you actually received.