skill-076-conversion-action-configuration

Skill 076: Conversion Action Configuration

Purpose

Review and optimize conversion action configuration including counting method, attribution model, value settings, and conversion windows. Proper configuration ensures Smart Bidding optimizes for the right signals and ROAS reporting is accurate.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/conversion_actions.md - Full conversion action settings including counting type, attribution, values, windows

Reference GAQL:

SELECT
  conversion_action.id,
  conversion_action.name,
  conversion_action.type,
  conversion_action.category,
  conversion_action.status,
  conversion_action.include_in_conversions_metric,
  conversion_action.counting_type,
  conversion_action.attribution_model_settings.attribution_model,
  conversion_action.click_through_lookback_window_days,
  conversion_action.value_settings.default_value,
  conversion_action.value_settings.always_use_default_value
FROM conversion_action
ORDER BY conversion_action.include_in_conversions_metric DESC

Use /google-ads:get-custom for additional conversion action details.

Analysis Steps

1. Inventory all conversion actions: List actions with type, status, primary/secondary.
2. Evaluate counting type: "Every" for purchases, "One" for leads.
3. Review attribution model: DDA recommended if eligible, check volume requirements.
4. Assess value configuration: Dynamic for e-commerce, static for leads.

Thresholds

Condition	Severity
Lead form using "Every" counting (duplicates)	Critical
No value on primary conversion (no ROAS possible)	Critical
Last Click attribution with sufficient volume for DDA	Critical
90-day window for impulse purchases	Warning
Secondary conversion should be primary	Warning
Missing default value fallback	Warning

Output

Short (default):

## Conversion Action Configuration Audit

**Account:** [Name] | **Actions:** [X] | **Issues:** [Y]

### Configuration Summary
| Action | Type | Primary | Counting | Attribution | Value |
|--------|------|---------|----------|-------------|-------|
| [Name] | [Type] | [Y/N] | [One/Every] | [Model] | $[X] |

### Critical ([Count])
- **[Action]**: [Issue] -> [Fix]

### Recommendations
1. [Priority action]
2. [Secondary action]

Detailed adds:

• Full configuration table with all settings
• Attribution model eligibility analysis
• Value configuration recommendations
• Window alignment with sales cycle