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Watch the Video Tutorial:
How to Mark Conversions as Primary or Secondary in Google Ads
1️⃣ Navigate to Goals (left-hand-side column)
2️⃣ Navigate to Conversions and click on Summary
3️⃣ Click on the Conversion Action you would like to modify
4️⃣ Click on Edit Details
5️⃣ Select Primary or Secondary
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Frequently Asked Questions on Marking Conversions as Primary or Secondary in Google Ads
What is the difference between primary and secondary conversions in Google Ads?
Primary conversions are the main actions that your campaign’s bid strategy optimizes for — such as purchases or qualified leads. Secondary conversions are tracked for insights only (like newsletter sign-ups or page views) but don’t influence automated bidding. This distinction helps keep optimization focused on high-value actions.
How do I mark a conversion as primary or secondary in Google Ads?
Log in to your Google Ads account → Tools & Settings → Conversions.
Click on the conversion action you want to edit.
Under Goal and Action Optimization, select Primary or Secondary.
Click Save.
Primary conversions will now be used for campaign optimization, while secondary ones will appear in reports only.
Can I change a conversion’s status from primary to secondary later?
Yes. You can switch between primary and secondary at any time. However, note that this may temporarily affect your campaign’s learning phase, as Google’s bidding algorithm will need to adjust to the new optimization goal.
What are best practices when setting primary and secondary conversions?
Limit primary conversions to high-impact actions tied to revenue or lead generation.
Use secondary conversions for micro-actions (like content downloads or video views).
Review your conversion setup monthly to ensure proper alignment with campaign objectives.
If running multiple campaign types, use custom conversion goals for finer control.
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