Many digital marketers face a frustrating discrepancy: Google Ads reports dozens of shopping conversions while the actual website orders remain disappointingly low. This raises legitimate concerns about advertising budget waste. The root cause often lies in conversion tracking setup issues rather than poor campaign performance.
Conversion Tracking: Goal Configuration Matters
The first checkpoint should be your campaign goal settings. Accounts using "account goal settings" automatically count all "primary action" conversion actions toward campaign goals, potentially inflating conversion numbers. Common examples include:
- Cart additions mistakenly counted as purchases
- Checkout initiations recorded as completed transactions
- Duplicate tracking from multiple conversion actions (Transactions, Purchase, Checkout Completion) all counting toward the same goal
Optimization Strategy: Focus on Core Conversions
To prevent artificial inflation, configure your Google Ads account to designate only essential conversion actions as "primary actions." This ensures the algorithm optimizes for your true business objectives. Recommended approaches include:
- For B2B sites: Set lead form submissions or email clicks as primary actions
- For e-commerce: Designate only completed purchases as primary actions
- Relegate secondary actions (cart additions, page views) to "non-bid optimization" status
Technical Implementation: Verifying Tracking Codes
Even with proper goal configuration, discrepancies may persist if tracking codes malfunction. Essential verification steps include:
- Confirming proper installation on relevant website events
- Testing code functionality across different user journeys
- Considering complete reinstallation if inconsistencies remain
Advanced Troubleshooting: Technical Considerations
Several technical factors can compromise tracking accuracy:
- Incorrect cross-domain tracking configurations
- Cookie-related issues blocking proper attribution
- Slow page load times interrupting tracking execution
Diagnostic tools like Google Tag Assistant can identify implementation errors. Regular data audits comparing conversion metrics across channels help maintain campaign effectiveness and maximize advertising ROI.