A defined conversion in Google Ads or Microsoft Advertising: source, category, value, counting method (one or every), attribution model, and whether it is primary (used for bidding) or secondary (observed only). Misconfigured conversion actions are the most common cause of bad automated bidding.
Related terms
Cite this entry:
Agency Echelon. "Conversion Action." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/conversion-action/