Audit conversion actions
What's counting, what's counting wrong, and what enhanced conversions are actually matching.
Conversion Tracking
Stop paying Smart Bidding to guess
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.
Trusted by
The Mercer Brand
Fugazzi
Barista Essentials
Lensvelt
Coco & Sebas
The Mercer Brand
Fugazzi
Barista Essentials
Lensvelt
Coco & Sebas
What it costs you
What a broken conversion setup actually costs
The damage doesn't show up as an error message. It shows up as a bid strategy chasing a number that was never real.
01
Conversions counted 3–4x over
A confirmation page that re-fires on refresh turns one sale into three or four counted conversions, and Smart Bidding chases the inflated number.
02
Bidding toward a target that doesn't exist
Target ROAS and Maximise Conversion Value both optimise against whatever conversion actions report, even when that number was never real.
03
Reported revenue doesn't match the bank
A flat placeholder value assigned once and never touched again makes ROAS look consistent right up until finance asks why it doesn't reconcile.
The fix
What we set up
Every conversion action gets rebuilt against how your funnel actually works, then verified — not just switched on and left for Smart Bidding to make sense of.
01
Conversion actions rebuilt
Correct counting and attribution windows, rebuilt end to end rather than patched. Every action reflects what actually happened in your funnel, not a copy-pasted default from setup day.
Deliverable: Conversion action audit
02
Enhanced conversions verified
Hashed first-party data attached and checked against Google's own match-rate diagnostics, not just switched on and assumed to be working because the interface shows a tick.
Deliverable: Enhanced conversions setup
03
Offline conversion imports
For sales that close outside the platform — over the phone, by quote, in-store — so Smart Bidding sees the full picture instead of only what happens on-site.
Deliverable: Offline import configured
04
Values tied to real orders
Every conversion value pulled from real order or lead data instead of a flat placeholder number set once at launch and never touched again.
Deliverable: Value tracking verified
05
Consent Mode v2 mapped in
So EEA traffic keeps modelling correctly instead of quietly dropping out of reporting the moment a visitor declines tracking.
Deliverable: Match rate confirmed
06
Funnel-mapped action list
A conversion action list that maps to how your funnel actually works, not a generic template carried over from a completely different business.
Deliverable: Consent Mode mapped
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
Smart Bidding had been chasing an inflated number for over a year and we just assumed the strategy needed more budget. Rebuilding the conversion actions cut reported volume by nearly a third, and CPA finally made sense.
Our confirmation page was re-firing on every refresh and nobody had ever checked. Some weeks every sale was being counted two or three times. Fixing that alone changed how we read every campaign in the account.
Enhanced conversions had shown a green tick in the interface for months. Turned out the hashed data was missing on two of our three conversion actions, so Google had never actually been matching most of what we thought it was.
A third of our sales close over the phone and none of it was ever fed back into Google Ads. Once offline imports were wired in, Smart Bidding could finally see the customers who actually convert best, and spend shifted toward them within weeks.
Our conversion values had been set once at launch two years ago and never revisited, even as our pricing changed twice. Reported ROAS looked great on paper and had almost nothing to do with what we were actually banking.
EEA traffic had basically vanished from our conversion reporting after we turned on Consent Mode ourselves. Mapping it into the account properly recovered most of that volume within the modelled numbers, instead of leaving it as a permanent blind spot.
Two previous agencies had both told us the tracking was "fine." The actual audit found a duplicate conversion action left over from a migration two years earlier, quietly doubling our reported lead volume the whole time.
Our account had been stuck in Smart Bidding's learning phase for months and support just told us to wait it out. Once the conversion values actually reflected real margin, it exited within a week and CPA dropped by a third.
The conversion action list had been copied from a template years ago and never matched how leads actually moved through our funnel. Rebuilding it around our real steps was the single biggest change we made to the account this year.
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