How to audit a conversion column you do not trust
My account reported 288 conversions. I checked every one by hand; 188 were worthless. Here is the process, and what I would do differently.
Recorded → real288 → 100
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Nguyễn
Performance marketer, moving into Marketing Executive.
I judge a campaign on the conversions that turn into revenue, not on clicks. Ten Google Ads accounts in four months, and one campaign where auditing the conversion data mattered more than optimising the bids.
Case study · B2B wholesale
The report said 288 conversions. Only 100 of them were real.
65% of recorded conversions were junk
That was the first campaign I ran end to end, and going through every one of those records by hand taught me more than any course had. The platform is measuring what you told it to measure. If you set that up carelessly, it will report success at exactly the moment the business is wasting money.
So I start from the other end now: define what a valuable action actually is, build the tracking that captures it, and only then decide where the budget goes.
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What I do
Follow the learning log →Data analysis & lead auditing
Auditing conversion records to separate real leads from noise, then feeding what the junk has in common back into keywords, negatives and forms.
Measurement & tracking
Setting up the tracking before the spend: containers, events and conversion actions that capture the interactions a business actually values.
Performance marketing
Building and optimising Google Ads campaigns end to end: account structure, keyword and negative strategy, and budget decisions tied to qualified leads rather than volume.
SEO & content architecture
On-page optimisation and site structure, so paid and organic point at the same pages and the same intent instead of competing.
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