Conversion Settings Audit
Audits how conversion actions are configured — legacy attribution models, purchase/lead counting mismatches, odd lookback windows, and primary-action overload — the settings that shape every CPA and are never reviewed after setup.
by Dmytro Tonkikh·chiliad.io
Overview
Conversion actions get configured once and reviewed never — while their settings shape every number in the account. This audit checks each enabled action for four issues: attribution models that aren't data-driven (last-click starves upper-funnel campaigns of credit), counting mismatches (purchases on one-per-click undercount repeat orders; leads on every-conversion inflate on double submits), click-through lookback windows under 7 or over 90 days, and categories with many primary actions all feeding the Conversions column (double-counting risk).
Setup
- 1Open your Google Ads account and go to Tools → Bulk Actions → Scripts.
- 2Click the + button to create a new script and paste the code below.
- 3Set EMAIL_ADDRESS to receive the report; leave blank for logs only.
- 4Preview once to verify, then schedule monthly.
Configuration Variables
| Variable | Default |
|---|---|
EMAIL_ADDRESS | (empty) |
Expected Output
=== Conversion Settings Audit === Enabled conversion actions: 6 Findings: 3 - LEGACY ATTRIBUTION: "Purchase — website" uses LAST_CLICK. Switch to data-driven attribution unless there is a specific reason not to. - COUNTING MISMATCH: "Lead form submit" (lead) counts every conversion - double form submits inflate the numbers. Use one-per-click for leads. - ODD LOOKBACK: "Newsletter signup" has a 3-day click-through window. Verify it matches the sales cycle. Email sent to you@example.com
Notes
Some action types (store visits, certain imports) can't use data-driven attribution — verify before switching. Counting-type recommendations follow the standard convention: every-conversion for purchases, one-per-click for leads. Settings changes here affect reported history going forward, not retroactively.