{"id":10646,"date":"2025-07-30T17:30:38","date_gmt":"2025-07-30T12:00:38","guid":{"rendered":"https:\/\/easyinsights.ai\/blog\/?p=10646"},"modified":"2025-07-30T17:30:39","modified_gmt":"2025-07-30T12:00:39","slug":"what-is-primary-and-secondary-conversion-in-google-ads","status":"publish","type":"post","link":"https:\/\/easyinsights.ai\/blog\/what-is-primary-and-secondary-conversion-in-google-ads\/","title":{"rendered":"What is Primary and Secondary Conversion in Google Ads"},"content":{"rendered":"<span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/1600x900-6-1024x576.jpg\" alt=\"primary and secondary conversion\" class=\"wp-image-10654\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/1600x900-6-1024x576.jpg 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/1600x900-6-300x169.jpg 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/1600x900-6-768x432.jpg 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/1600x900-6-1536x864.jpg 1536w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/1600x900-6.jpg 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>If you&#8217;re running Google Ads, one of the most important things you need to track is what happens after someone clicks on your ad. Do they make a purchase? Fill out a contact form? Sign up for a newsletter? These valuable actions are known as conversion actions, and they help you measure whether your ads are working.<\/p>\n\n\n\n<p>To make things more organized, Google groups these actions under conversion goals, and to give you even more control, it divides them into primary and secondary conversion actions. So what\u2019s the difference? And why does it matter for your ads? Let\u2019s break it down simply.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump ahead to:<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/what-is-primary-and-secondary-conversion-in-google-ads\/#What_Are_Primary_Conversion_Actions\" >What Are Primary Conversion Actions?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/what-is-primary-and-secondary-conversion-in-google-ads\/#What_Are_Secondary_Conversion_Actions\" >What Are Secondary Conversion Actions?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/what-is-primary-and-secondary-conversion-in-google-ads\/#Primary_vs_Secondary_Conversion_Benefits\" >Primary vs Secondary Conversion Benefits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/what-is-primary-and-secondary-conversion-in-google-ads\/#How_to_Set_or_Change_a_Conversion_Action_as_Primary_or_Secondary_in_Google_Ads\" >How to Set or Change a Conversion Action as Primary or Secondary in Google Ads<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/easyinsights.ai\/blog\/what-is-primary-and-secondary-conversion-in-google-ads\/#Conclusion\" >Conclusion&nbsp;<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Are_Primary_Conversion_Actions\"><\/span>What Are Primary Conversion Actions?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Think of primary conversions as your main goals. These are the actions that matter most to your business, like when a customer completes a purchase, fills out a quote form, or books an appointment.<\/p>\n\n\n\n<p>If you&#8217;re running a campaign to increase sales, for example, you&#8217;d set &#8220;purchase&#8221; as the primary conversion. That way, Google knows what you&#8217;re trying to achieve and can optimize your ads to get more of those results.<\/p>\n\n\n\n<p><strong>Where do they show up?<\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/11461796?hl=en\">Primary conversions<\/a> appear in the main \u201cConversions\u201d and \u201cConversion Value\u201d columns in Google Ads reports. They also influence how your bids are adjusted, especially if you\u2019re using smart bidding strategies like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Maximize Conversions<\/li>\n\n\n\n<li>Target CPA<\/li>\n\n\n\n<li>Target ROAS<\/li>\n<\/ul>\n\n\n\n<p>Primary conversions = priority results for both tracking and bidding.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Are_Secondary_Conversion_Actions\"><\/span>What Are Secondary Conversion Actions?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/support.google.com\/google-ads\/answer\/11461796?hl=en\">Secondary conversions<\/a> are more like supporting actions. They\u2019re still useful to track, but they\u2019re not the core goal of your campaign. These might include things like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Downloading a brochure<\/li>\n\n\n\n<li>Visiting a specific page on your site<\/li>\n\n\n\n<li>Signing up for your newsletter<\/li>\n<\/ul>\n\n\n\n<p>They give you extra insight into user behavior and can show you if someone is showing interest, even if they haven\u2019t taken your main action yet.<\/p>\n\n\n\n<p><strong>Where do they show up?<\/strong><\/p>\n\n\n\n<p>Secondary conversions don\u2019t show in the main \u201cConversions\u201d column. Instead, they\u2019re listed under the \u201cAll Conversions\u201d column. They&#8217;re not used for bidding by default, which means they won&#8217;t impact how Google delivers or adjusts your ads unless you create a custom goal that includes them.<\/p>\n\n\n\n<p>Additional Reading: <a href=\"https:\/\/easyinsights.ai\/blog\/google-ads-conversion-tracking\/\">How to do google ads conversion tracking<\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Primary_vs_Secondary_Conversion_Benefits\"><\/span>Primary vs Secondary Conversion Benefits<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-text-color has-background has-link-color has-fixed-layout\" style=\"color:#2c01ca;background-color:#e2dff4\"><tbody><tr><td><strong>Feature\u00a0<\/strong><\/td><td><strong>Primary Conversion Actions<\/strong><\/td><td><strong>Secondary Conversion Actions<\/strong><\/td><\/tr><tr><td>Main Purpose<\/td><td>Used for campaign optimization and bidding<\/td><td>Used for tracking additional insights<\/td><\/tr><tr><td>Reports Column<\/td><td>Shown in \u201cConversions\u201d and \u201cConv. value\u201d columns<\/td><td>Shown only in the \u201cAll conversions\u201d column<\/td><\/tr><tr><td>Used in Smart Bidding<\/td><td>Yes (e.g., Maximize Conversions, Target CPA)<\/td><td>No (unless part of a custom goal)<\/td><\/tr><tr><td>Helps Measure Campaign Success<\/td><td>Directly aligns with key business goals<\/td><td>Tracks supporting user actions<\/td><\/tr><tr><td>Custom Columns Support<\/td><td>Yes<\/td><td>Yes<\/td><\/tr><tr><td>Common Examples<\/td><td>Purchases, lead form submissions, and bookings<\/td><td>PDF downloads, newsletter sign-ups, page views<\/td><\/tr><tr><td>Flexibilityfor Testing<\/td><td>Best for actions you want more of<\/td><td>Great for observing user behavior patterns<\/td><\/tr><tr><td>Impact on Budget Allocation<\/td><td>Helps Google Ads focus spend on what matters most<\/td><td>Doesn\u2019t influence ad spend optimization<\/td><\/tr><tr><td>Ideal Use Case<\/td><td>When you want to drive conversions and ROI<\/td><td>When you want to gather more detailed insights<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_Set_or_Change_a_Conversion_Action_as_Primary_or_Secondary_in_Google_Ads\"><\/span><strong>How to Set or Change a Conversion Action as Primary or Secondary in Google Ads<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Not sure how to tell Google which actions matter most in your campaigns? Whether it&#8217;s a purchase, a sign-up, or just someone visiting your contact page, you can control how Google tracks these by marking them as Primary or Secondary conversions. Here\u2019s a simple step-by-step guide to help you update those settings:<\/p>\n\n\n\n<p><strong>Step-by-Step<\/strong><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Log in to Google Ads<\/strong><br>Go to<a href=\"https:\/\/ads.google.com\"> ads.google.com<\/a> and sign in with your account.<br><\/li>\n\n\n\n<li><strong>Open Tools &amp; Settings<\/strong><br>Once you&#8217;re in, look for the wrench icon in the top-right corner; that\u2019s your Tools &amp; Settings menu. Click on it.<br><\/li>\n\n\n\n<li><strong>Go to the Conversions Section<\/strong><br>Under the \u201cMeasurement\u201d column, click on &#8220;Conversions&#8221; This is where all your tracked actions live.<br><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"626\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-24.png\" alt=\"\" class=\"wp-image-10655\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-24.png 1600w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-24-300x117.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-24-1024x401.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-24-768x300.png 768w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-24-1536x601.png 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<ol start=\"4\" class=\"wp-block-list\">\n<li><strong>Find the Goal You Want to Edit<\/strong><strong><br><\/strong>Scroll through your list of goals and click on the one that includes the conversion action (like \u201cPurchase\u201d or \u201cLead Form\u201d) you want to update.<br><\/li>\n\n\n\n<li><strong>Edit the Goal Settings<\/strong><br>Click the &#8220;Edit goal&#8221; button next to it. This opens up your conversion actions linked to that goal.<br><\/li>\n\n\n\n<li><strong>Choose Primary or Secondary<\/strong><br>You\u2019ll see a list of actions. Next to the one you want to change, click the dropdown menu and select either:<br>\n<ul class=\"wp-block-list\">\n<li>Primary (if it\u2019s a key result you want to optimize for)<\/li>\n\n\n\n<li>Secondary (if it\u2019s just for tracking and insight, not bidding)<br><\/li>\n<\/ul>\n<\/li>\n\n\n\n<li><strong>Save Your Changes<\/strong><br>Once you\u2019re done, don\u2019t forget to hit Save.<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1233\" height=\"803\" src=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-25.png\" alt=\"\" class=\"wp-image-10656\" srcset=\"https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-25.png 1233w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-25-300x195.png 300w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-25-1024x667.png 1024w, https:\/\/easyinsights.ai\/easyinsights_wordpress\/wp-content\/uploads\/2025\/07\/image-25-768x500.png 768w\" sizes=\"(max-width: 1233px) 100vw, 1233px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion&nbsp;<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Understanding primary vs secondary conversions in Google Ads is like knowing which customer actions drive your revenue and which ones offer helpful clues about interest. Primary conversions like purchases or sign-ups are what you want more of, while secondary conversions like PDF downloads or page visits help you spot warm leads and user intent.<\/p>\n\n\n\n<p>At <a href=\"https:\/\/easyinsights.ai\/\">EasyInsights<\/a>, we make it even easier to track and analyze both. Our platform helps you bring together all your conversion data across campaigns, channels, and goals so you don\u2019t have to switch between tools or manually slice the numbers. You get a complete view of your marketing performance, know which actions are moving the needle, and make smarter decisions faster.<\/p>\n\n\n\n<p>Whether you&#8217;re optimizing for ROI or just want a better grip on what your users are doing post-click, EasyInsights helps you track what matters, reduce guesswork, and grow smarter.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/easyinsights.ai\/book-demo\">Book a demo<\/a> today to know more!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you&#8217;re running Google Ads, one of the most important things you need to track is what happens&hellip;<\/p>\n","protected":false},"author":15,"featured_media":10647,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[122,134],"tags":[177],"class_list":["post-10646","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-platform","category-others","tag-google-ads"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is Primary and Secondary Conversion in Google Ads<\/title>\n<meta name=\"description\" content=\"Learn the difference between primary and secondary conversions in Google Ads and how they help you track what matters in your campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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