The conversions summary provides detailed information about your conversion goals, actions, sources, values and more. You can add and edit conversion goals and other conversion related information here as well.
Create and edit goals for campaigns
Follow these steps to update or add account-default conversion goals to existing campaigns:
Step 1 of 1: Edit account-default goals
When a goal is set to be an account-level default goal, it’s added to all campaigns using the account-default settings. Similarly, when a goal is removed as an account-default goal, it’s removed from all campaigns using the account-default goals. Campaigns using other combinations of goals aren’t affected in either case. To edit your account-default goals settings:
- Go to Conversions within the Goals menu.
- In the 'Summary' section, click the Goals tab.
- Scroll down to the 'All your goals' section to view all of your standard goals and their grouped conversion actions.
- Select Edit goal to open the 'Edits for page views' menu.
- Expand the 'Account default' section.
- Toggle Make this an account-default goal on or off, depending on your needs.
Step 2 of 2: Add primary or secondary conversion actions
After you set your account default setting, you can define the 'Action optimisation' for each conversion action in your goal.
- In the 'Edit settings for page views' menu or the relevant goal's edit menu, expand the 'Conversion action optimisation' section.
- In the 'Action optimisation' column of the conversion action table, choose Primary or Secondary (observe only).
- Select 'Primary' for actions that you want to bid towards when that goal is selected. These actions will be included in the 'Conversions' column and used for bidding optimisation if the campaign is set to optimise for conversions and uses goals including this action.
- Choose 'Secondary' for actions that you want to observe but don’t want your campaign to allocate budget towards. These actions will appear in the 'All conversions' column but not in the 'Conversions' column, and won't be used for bidding unless part of a custom goal specifically included in a campaign.
- Select Save.
If you want to add another conversion action to a goal, click + Create conversion action in the 'All your goals' section. Learn more about how to Set up your conversions.
Add or edit a custom goal
- Expand the 'Custom goals' section at the bottom of the 'Goals' tab.
- Select Add custom goal.
- Give the custom goal a name and select conversion actions for the goal.
- Select Save.
In the 'Custom goals' section, you can click a specific custom goal to rename it or update its conversion actions.
Bulk delete custom goals
- In the 'Custom goals' section, click the tick boxes beside any custom goals that you want to delete.
- In the blue bar that appears, click Edit.
- Click Delete.
View additional information about your conversion goals and actions
From the conversions summary, you can hover over different sections for more information:
- Hover over 'account-default goal', beside the conversion goal name, for a summary of its conversion sources.
- Hover over the specific number of campaigns or 'All campaigns' to view the specific campaigns that are using the conversion goal.
- Hover over items in the 'Status' column to get more information on goal status.
- Hover over individual conversion actions to view:
- Conversion value
- Conversion windows
- Conversion source
- Conversion count
- Attribution model
- If it’s in the conversions reporting column
Additionally, you can select any conversion action listed and click 'Settings' for additional data around conversion windows, tracking status, repeat rate, conversion actions that have been removed and all conversion values.
Recommendations and troubleshooting
At the top of your summary, you'll find recommendations for optimal conversion tracking and notifications about issues detected with your conversion tracking. You can use the prompts in these messages or the 'Troubleshooting' button to take the fastest path to improvements.
Understanding statuses and alerts
- 'No recent conversions', 'Inactive' or 'Needs attention': If a conversion action shows these statuses despite being set up, it indicates potential issues. Use Google Tag Assistant to verify that your Google Ads conversion tag and conversion linker tag are firing correctly on the intended conversion page. If you’re using Google Tag Manager, ensure that the conversion linker tag is present and configured. If tags were recently implemented or changed, allow 24–48 hours for data to appear. Learn more about Troubleshooting conversion tracking status.
- 'No recent conversions' might mean no paid ad clicks led to conversions in the last 7–14 days. This isn't always a tracking error but could be due to low traffic or campaign settings, for example, campaigns aren’t optimising for conversions.
- 'Inactive' or 'Needs attention' often points to tag misconfiguration, the tag not being found on your website or issues with enhanced conversions setup. Ensure that the conversion ID and label are correct.
- 'Your targeted goal is missing a primary conversion action': This alert can sometimes appear even if your main desired primary conversion action (for example, 'Purchase') is correctly set up and campaigns are optimising for it. It might refer to secondary or less critical conversion actions (for example, 'Page view'). If your key primary conversions are tracking correctly, this notification may not significantly impact campaign performance and can often be reviewed for informational purposes. Learn more about updating your conversion goals.
