---
title: "Primary vs secondary conversion actions | Product Metrics"
description: "A primary conversion action in Google Ads counts in the Conversions column and drives bidding; a secondary one is observe-only. How to send revenue and profit."
canonical: "https://www.productmetrics.io/glossary/primary-conversion-action"
pageType: article
language: en
publisher: "Product Metrics"
author: "Berend Vrakking"
datePublished: 2026-11-13
dateModified: 2026-11-13
---

> Content index: https://www.productmetrics.io/llms.txt

# 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.

## 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 calculator](https://www.productmetrics.io/poas-calculator): Compare profit and revenue on the same ad spend.
- [Read the guide: Performance Max for new customers](https://www.productmetrics.io/blog/performance-max-new-customers): Set 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

- [Google Ads Help: About primary and secondary conversion actions](https://support.google.com/google-ads/answer/11461796)
- [Google Ads Help: About account-default conversion goals](https://support.google.com/google-ads/answer/4677036)
- [Google Ads Help: About conversion goals](https://support.google.com/google-ads/answer/10995103)
- [Google Ads Help: About campaign-specific conversion goals](https://support.google.com/google-ads/answer/9143218)
- [Google Ads Help: About “All conversions”](https://support.google.com/google-ads/answer/3419678)
- [Google Ads Help: Set up new customer acquisition parameter in your conversion tracking tag](https://support.google.com/google-ads/answer/12077475)

## Keep reading

- [Conversion value](https://www.productmetrics.io/glossary/conversion-value): The number a primary action carries into bidding.
- [Value-based bidding](https://www.productmetrics.io/glossary/value-based-bidding): The strategies that maximise the value of primary actions.
- [Conversions with cart data](https://www.productmetrics.io/glossary/conversions-with-cart-data): Gross profit reporting next to the value you bid on.
- [New customer acquisition goal](https://www.productmetrics.io/glossary/new-customer-acquisition-goal): How Google Ads values a new customer on top of the purchase.
- [Full Signal Tracking](https://www.productmetrics.io/server-side-tracking): Send revenue, profit, new and returning customers and LTV as separate actions.

---

Written by Berend Vrakking, founder of Product Metrics. Last updated 2026-11-13.

HTML version: https://www.productmetrics.io/glossary/primary-conversion-action