Google Ads Performance Report audit

One or more enabled Google Ads conversion actions on this account show zero conversions in the performance report. An "enabled" action that records nothing means the tracking pipeline is silently broken: a missing GTM tag, a wrong conversion label, a renamed action, or a trigger that no longer fires. If the action is set Primary, Smart Bidding is optimising against feedback it never receives.

Your Google Ads performance report contains conversion actions with negative total values, or actions with significant volume but zero value. Either pattern breaks value-based bidding. Negative values mean refunds or chargebacks are being passed without isolating them. Zero value with volume means the value parameter is not being sent.

A conversion action on your account reports positive conversion value but zero conversions. Value cannot exist without a conversion count. This is a data integrity issue at the platform or import layer, not a configuration choice.

A micro-conversion such as page view, scroll, video start, search, or view item is currently enabled as a Primary action on your Google Ads account. Primary actions are what Smart Bidding optimizes toward. Putting a micro action there tells the bidder to chase the easiest possible event, which is almost never the event the business actually cares about.

On your account, micro-conversion volume (page views, scrolls, searches, video starts) outweighs macro-conversion volume (purchases, leads, signups) by more than 100 to 1. Even if the macro action is correctly set to Primary, the sheer volume of micro events in the conversion set can pollute Smart Bidding learning, especially when value-based strategies are pulling from value-per-conversion averages.

A Primary conversion action in the purchase/sale/transaction category on your account is recording conversions but reporting zero value. Value-based bidding (Target ROAS, Maximize Conversion Value) cannot run on an action with no value. The action will look productive on count, but every revenue-weighted optimization on the account is operating blind for this outcome.

Two or more similarly named Google Ads conversion actions are both recording live volume. Settings-level duplicates are risky in theory; active duplicates prove the problem is affecting reports right now. The usual cause is one event firing under two action names, a renamed action whose tag still runs, or a GA4 import that mirrors a site-tag action. Totals are inflated and Smart Bidding is training on duplicated outcomes.

Your Google Ads account has one conversion action carrying over 90% of total volume. If that action breaks, Smart Bidding loses almost all of its training signal in a single failure. There is no fallback, no second source feeding the bidder while you investigate.

Lightweight events (page views, scrolls, micro-signups) are recording more than 100x the volume of your real business outcomes (purchases, qualified leads). When micro-conversions dominate the goal set, Smart Bidding learns to chase easy actions instead of revenue, and reporting drifts from pipeline reality even as conversion totals climb.

Two or more of your Google Ads conversion actions report the exact same conversion count. Identical counts on independent actions are statistically unlikely. The usual cause is two tags wired to the same event, or one event being imported twice (once from the site tag, once from GA4 or an offline upload).

One or more conversion actions report ROAS that sits well outside the interquartile range for the rest of your account, or lands above 100x or below 0.01x. Extreme ROAS values almost always trace back to a value pipeline issue rather than genuinely exceptional performance.

Within a single conversion category on your account, value per conversion has a coefficient of variation above 150%. That means the dollar amount per conversion is jumping around more than the average value itself. Either the category bundles unrelated conversion types, or the value source is unstable.

A conversion action on your account reports more than 10 view-through conversions and zero click-through conversions. Real customer journeys produce a mix of both. View-through-only volume is the signature of either an impression-fraud pattern, a placement that is not actually driving clicks, or a setup error where click-based conversion paths are not being recorded.

Your Google Ads performance report contains conversion actions with implausible ROAS values: either extremely high (50x+) or near-zero with meaningful conversion volume. Extreme ROAS is almost always a broken value pipeline rather than genuine performance: cents passed as dollars, fixed values on dynamic revenue, currency mismatches, or missing value pass-through.

Your account has more than three Primary conversion actions in the macro category (purchase, sale, transaction, lead, signup). Smart Bidding can optimize across multiple Primary actions, but when the list grows beyond three or four, the optimization signal blurs and Target ROAS calibration becomes harder.

For one or more conversion actions on your account, the All conversions column is more than double the Conversions column. The Conversions column reflects Primary actions feeding bidding. The All conversions column adds Secondary actions on top. A 2x or higher gap means Secondary actions are carrying volume comparable to or larger than your Primary actions, which usually indicates either misclassified actions or duplicate tracking paths.

Your Google Ads account has conversion actions in the same category where average values swing by more than 10x. Either the categories are mixing genuinely different products, or one of the actions is sending the wrong number. Target ROAS and value-based bidding are running on values you cannot trust.

One or more Google Ads conversion actions show view-through conversions exceeding click-driven conversions by more than 3x. A high VTC-to-click ratio means impression-based credit is doing most of the reporting work, which inflates the apparent performance of display, video, and remarketing campaigns and skews bidding decisions away from incremental media.

Your Google Ads account has conversion actions where "All conversions" runs more than twice the size of "Conversions." That gap is the volume marked Secondary. It counts in reports. It does not feed Smart Bidding. So a big chunk of what looks like account-wide performance is invisible to the bidder making your spend decisions.

Your Google Ads conversion report shows more purchases than add-to-carts. That is physically impossible on a working site. The report is telling you that an upper-funnel event is missing, mis-tagged, or no longer firing. Smart Bidding is reading a funnel that does not exist.

The conversions column and the model-attributed conversions column on this account differ by more than a tolerable margin. Large drift means the selected attribution model is redistributing credit across touchpoints enough to change optimisation and reporting conclusions. Drift can be valid, but it has to be intentional and documented so finance, media, and analytics are not arguing from different numbers.

Under 10% of your conversions drive 80% of your total conversion value. That is heavier concentration than a normal Pareto curve. If any of those high-value conversion actions has a tracking gap or a value-source issue, your reported account ROAS will swing hard.

One or more of your conversion actions reports a ROAS that lands on an exact round number (1.0, 2.0, 5.0, 10.0). Real revenue divided by real spend almost never produces a clean integer. This pattern is the signature of a static value being applied to every conversion instead of the actual transaction value.

One or more conversion actions on your account have names matching common cross-account or external-import patterns (imported_, [MCC], ga4_, firebase_, sf_, hubspot_). Imported conversions are valid, but they need a deduplication plan. If the same outcome is being counted by both an imported action and a native tag, Smart Bidding sees inflated volume.

A purchase-category conversion action on your account uses a click-through attribution window longer than 30 days. For most direct-response purchase flows, that window is wider than the actual buying behavior. The action will end up crediting clicks that occurred weeks before the purchase, even when those clicks had no causal role.

Your Google Ads account has a small share of conversions (under 10% of volume) producing more than half of total conversion value. That is a real revenue pattern in many businesses, but it makes the value signal fragile. Lose tracking on the high-value transactions and Target ROAS instantly loses the majority of its training signal.