Possible Renamed Conversions
AdLint found pairs of conversion names where one appears in settings and a similar-but-not-identical name appears in the Performance report. Same action, two near-identical names. Either someone renamed the action mid-cycle, the export was generated before settings caught up, or the account has duplicate actions tracking the same event under slightly different labels.
Why It Matters
Google Ads does not warn you when you rename a conversion action. The settings view picks up the new name immediately. The Performance report keeps historical volume on the old name until enough new volume accrues to dominate the row. For a few weeks, the same action exists twice in audits and reports, and the team has to remember which is which. Duplicates look like renames at first. Two actions named "Lead - Demo" and "Lead Demo" with both recording volume are not a rename. They are two separate actions counting the same event under different labels. Smart Bidding sees both, double-counts when both are Primary, and the account ROAS report stops matching the CRM. The finding is info-level because the most common cause is a legitimate rename, which clears itself within a reporting cycle. The reason to surface it is the duplicate case. A handful of accounts have two Primary actions accidentally tracking the same purchase and the team has been arguing about why ROAS jumped 2x since the new tag launched.
How To Fix It
- Open the AdLint details. Each row shows a settings name, a report name, and the report volume.
- For each pair, decide whether it is a rename or a duplicate. Pull up the conversion action in Google Ads and check the Conversion ID and label. Same ID and label across both means the same action under a renamed label (harmless). Different IDs or labels means two separate actions (potential duplicate).
- For genuine renames, annotate the change date and let the next reporting cycle reconcile.
- For duplicates, mark one Primary and the other Secondary, or remove the redundant tag from GTM. Pick whichever action has cleaner historical data.
- Re-run AdLint after the next reporting cycle.
Example
Settings: "Lead - Demo Request"
Report: "Lead Demo Request"
Report volume: 312 conversions
Likely: rename, but verify both rows share the same AW conversion ID and label.This Google Ads account has conversion names in settings and the Performance report that are similar but not identical. Per Google Ads conversion-tracking documentation, conversion-action renames update the settings view immediately but historical Performance-report rows retain the old name until new volume accrues; the same pattern also appears when two separate actions are accidentally tracking the same business event under slightly different labels. The first case is harmless and resolves within a reporting cycle. The second case is a duplicate that inflates reported conversion volume and biases Smart Bidding. Fix: open each flagged pair, compare the Conversion ID and label to distinguish a rename from a duplicate, annotate renames or consolidate duplicates accordingly. Source: support.google.com/google-ads/answer/1722022.
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References
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