Disabled High-Value Conversion Actions
One or more Google Ads conversion actions are currently disabled despite having significant historical conversion value. The disabled actions are not feeding Smart Bidding, and the underlying business outcome is invisible to optimisation. Either re-enable them or move the value capture to a different active action.
Why It Matters
Conversion actions get disabled for legitimate reasons. a deprecated event, a discontinued lead form, a tracking method being phased out. But disabled actions sometimes get left in that state long after they should have been replaced, particularly when the replacement was set up under a new conversion ID but the old one captured the historically-significant volume. The damage: bidding strategies no longer see signal from a real revenue stream, and campaign reports that filter by conversion goal exclude meaningful activity. The check flags actions that were disabled but show enough historical value to suggest they are still load-bearing.
How To Fix It
- AdLint's details list each disabled action and its historical conversion value.
- For each one: is the action genuinely retired (and is a replacement live)? Re-enable if not.
- If a replacement exists: confirm it is configured Primary, configured with values, and present in the active campaign goal lists.
- If the action is truly deprecated: add a note to the Description field explaining when and why, and consider archiving the historical data.
- Re-run AdLint after the cleanup to confirm the finding clears.
Example
Disabled action: Purchase (legacy)
Historical conversion value (last 90 days while enabled): $480,000
Status: disabled 60 days ago, no replacement configured.
Recommended action: re-enable or verify replacement.Google Ads conversion actions in disabled state despite materially significant historical conversion value. Google's conversion action documentation, disabled actions do not contribute to Smart Bidding or current reporting; high-value disabled actions usually indicate an incomplete migration to a replacement. Fix: confirm a replacement action is active and capturing equivalent value, or re-enable the disabled action and document its current purpose. Source: support.google.com/google-ads/answer/1722054.
Drop this paragraph into your client deliverable. Sources back to the canonical platform documentation linked below.
References
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