Audit conversion actions
What's counting, what's counting wrong, and what enhanced conversions are actually matching.
Conversion Tracking
Google Ads Conversion Tracking
Smart Bidding is only as good as the conversions it's fed. We rebuild the conversion actions and enhanced conversions setup, then verify the match rate instead of assuming the toggle worked.
92%
Typical enhanced conversions match rate after rebuild
10–14d
Typical setup & QA turnaround
0
Conversion actions left double-counting
The problem
Smart Bidding is only as smart as the conversions it's fed
Target ROAS and Maximise Conversion Value both optimise against whatever your conversion actions report. If that number is inflated, miscounted, or missing enhanced conversions entirely, the algorithm is chasing a target that doesn't exist.
We see the same handful of causes on repeat: conversion actions left on "every" instead of "one", values that were never connected to real order totals, and enhanced conversions switched on in the interface but never actually verified as matching.
The fix
What we set up
- Conversion actions rebuilt with correct counting and attribution windows
- Enhanced conversions with hashed first-party data, verified as matching
- Offline conversion imports, where sales close outside the platform
- Values tied to real order or lead data, not flat placeholder numbers
- Consent Mode v2 mapped in, so EEA traffic keeps modelling correctly
- A conversion action list that maps to how your funnel actually works
Before & after
What changes once tracking is actually verified
Same account, same budget. The difference is whether Smart Bidding is working from real numbers or from whatever the interface happened to save.
Conversion counting set to "every" instead of "one"
A purchase confirmation page that re-fires on refresh turns one sale into three or four counted conversions, inflating volume Smart Bidding then chases.
Before
Inflated volume
After
One conversion, once
Enhanced conversions switched on, never verified
The interface shows a green tick the moment the tag is installed, whether or not the hashed data is actually matching anyone on Google's side.
Before
Unverified match
After
92% match rate
Conversion values disconnected from real orders
A flat placeholder value assigned at setup and never touched again makes ROAS reporting look consistent right up until finance asks why it doesn't match the bank account.
Before
Flat placeholder
After
Tied to real orders
Process
How the setup runs
Rebuild and connect values
Conversion actions rebuilt with correct settings, values tied to real order or lead data.
Verify the match rate
Enhanced conversions checked in the diagnostics panel, not assumed to be working because the toggle is on.
Document and hand over
A record of every conversion action, what it counts, and how it's valued.
What clients say
Don't just take our word for it
We were told the ads were working while our accountant said otherwise. They were the first people to open the tracking and show us why both things were true at once. The reported number dropped after the fix, then grew for real.
They talked us out of a piece of work we had already agreed to pay for, because they did not think it would earn its fee yet. That bought more trust than any result on a slide.
I had no idea how much of my reporting was double counted. Now the number on the dashboard is a number I can actually plan against.
Questions
Common questions
Will rebuilding conversion actions reset my Smart Bidding?
New conversion actions do need a short learning period. We plan the switch around your spend levels rather than changing everything on a Monday morning.
What's the difference between this and Consent Mode v2 setup?
This covers the conversion actions and enhanced conversions themselves. Consent Mode is the separate consent-signal layer that feeds them — we usually do both together.
Do you need access to our website?
Often not, for standard enhanced conversions via Google Tag Manager. Offline imports need access to your CRM or order export instead.
How do you actually verify the match rate?
Through Google Ads' own enhanced conversions diagnostics, which report match rate per conversion action. We check it before calling the setup done, not after.
Start here
Find out what your account is actually reporting
Send us access and we will come back with a written audit: what is tracked, what is double-counted, what is missing, and what we would change first.
No pitch deck · No lock-in · Findings are yours either way