Primary conversion action

A primary conversion action in Google Ads is one that counts in the Conversions column and is used for bidding when the campaign uses its goal.

By Berend Vrakking, founder of Product Metrics. Updated 13 November 2026.

Primary conversion action example

One €120.00 order sent as two conversion actions
Conversion action	Value sent	Setting	Where the order counts
Purchase: profit	€42.00	Primary	Conversions and All conv.
Purchase: revenue	€120.00	Secondary (observe only)	All conv. only

Bidding sees one conversion worth €42.00, while All conv. shows two for the one order. Swap the settings and bidding works on revenue instead. Illustrative data.

Put it into practice

Calculate it: POAS calculatorCompare profit and revenue on the same ad spend.
Read the guide: Performance Max for new customersSet up new customer acquisition in Performance Max.

Primary conversion action: one product and the whole account

Two settings have to agree before a campaign bids on an action: the action is Primary, and the campaign uses the goal that contains it. Google recommends aligning all campaigns to the same account-default goals, so its bidding learns across campaigns. A custom goal is the exception: it bids on its actions whether they are primary or secondary.

Smart Bidding with a target CPA or target ROAS considers only the Conversions column, and the Conversion value column sums the values in it. Two primary actions for the same order therefore add up. You change the setting under Goals, Conversions, Summary: edit the goal and pick Primary or Secondary (observe only).

Full Signal Tracking sends five conversions to Google Ads and Meta as separate conversion actions: revenue, profit, new customers, returning customers and lifetime value (LTV). You choose which action bidding uses; the others stay in your reports.

Primary conversion action: common mistake

Leaving revenue and profit both primary in the goal a campaign bids on. The Conversions column then counts the order once per action and adds both values, so bidding steers on a number that is neither revenue nor profit.

Primary conversion action: questions

What is the difference between primary and secondary conversion actions for ecommerce?

Primary actions count in the Conversions column and drive bidding; secondary actions are observe-only and count in All conv. Make the action that carries the purchase value you want maximised primary, and keep steps such as add to cart secondary.

How do you send both revenue and profit conversions to Google Ads?

Create two purchase conversion actions and send each order to both, one valued at revenue and one at profit. Make the one bidding should maximise primary and the other secondary, so the order counts once for bidding.

How do you set up separate conversion actions for new and returning customers?

Google’s own route is a parameter, not a second action: new_customer set to true or false on the purchase conversion. Customer acquisition reporting and the new customer acquisition goal read it. Separate actions for new and returning customers add reporting; keep them secondary unless a campaign bids on one.

Can Google Shopping campaigns use multiple conversion actions?

Yes. A campaign bids on every primary action in the goals it uses, and campaign-specific goals can override the account default. Keep one value action primary per order, so a sale is not counted twice.

Sources

Keep reading

Conversion valueThe number a primary action carries into bidding.
Value-based biddingThe strategies that maximise the value of primary actions.
Conversions with cart dataGross profit reporting next to the value you bid on.
New customer acquisition goalHow Google Ads values a new customer on top of the purchase.
Full Signal TrackingSend revenue, profit, new and returning customers and LTV as separate actions.