How to Mark Conversions as Primary or Secondary in Google Ads

When you're running your Google Ads campaigns, you may have a few different goals in mind. Some goals might be more important, such as hard KPIs that are revenue-related, whilst others may not be as important but would still be meaningful to track. In Google Ads, you can mark these conversions as primary or secondary actions so that the system can optimize towards the most important ones and monitor the rest. In case you're unsure, read along as we will explain further the difference between primary and secondary conversion. This guide will also show you how to mark conversions as primary or secondary in Google Ads on both the new and old Google Ads interfaces. Let's get started!

How to Mark Conversions as Primary or Secondary in Google Ads

1. Login to your Google Ads account

2. Navigate to Goals (left-hand-side menu)

3. Select Summary, under the Conversions dropdown menu

4. Scroll down and click on the Conversion Action you would like to modify

5. Click on "Edit Settings" (bottom-left-hand-side)

6. Open the Action Optimization dropdown

7. Select: Primary action used for bidding optimisation or Secondary action not used for bidding optimisation

Frequently Asked Questions on Marking Conversions as Primary or Secondary Action in Google Ads

What's the difference between primary and secondary actions?

Primary Actions:

• These are your most important conversion goals

• Used by Google Ads for optimization and bidding

• Appear in the 'Conversion' column of your reports

• Typically represent direct business value (like sales or leads)

Secondary Actions:

• These are supporting or less critical conversion goals

• Used for observation only, not for optimization

• Appear in the 'All Conversions' column

• Help track user engagement and funnel progression

Can I have multiple primary conversion actions?

While technically possible, it's best to limit primary conversion actions because:

• Single primary actions provide clearer optimization signals

• Multiple primary actions can confuse bidding algorithms

• Too many primary actions may lead to double-counting

• Focused optimization typically yields better results

What types of actions should I set as primary?

Choose primary actions that directly impact your bottom line:

• E-commerce: Completed purchases

• B2B: Quality lead submissions

• Services: Paid subscriptions

• Apps: Installations with first purchase

• Healthcare: Confirmed appointments

Can I change between primary and secondary actions?

Yes, you can modify conversion action settings anytime:

• Changes can be made in your Google Ads account

• Updates may take a few hours to process

• Historical data remains unchanged

• Campaign optimization will adjust automatically

How do primary actions affect bidding strategies?

Primary conversion actions directly influence:

• Smart Bidding decisions

• Campaign optimization

• Budget allocation

• Performance targets

• ROI calculations

The bidding algorithm uses these actions to make real-time adjustments to your bids and targeting.