skill-070-conversion-tracking-completeness

Skill 070: Conversion Tracking Completeness

Purpose

Verify that all valuable business actions are being tracked as conversions in Google Ads. Incomplete tracking leads to missing optimization signals, inaccurate ROAS calculations, and suboptimal Smart Bidding performance.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/conversion_actions.md - Conversion action settings and configuration
• data/account/account_summary.md - Account-level conversion tracking status
• data/performance/campaigns/*/campaign_metrics_30_days.md - Conversion data by campaign

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
FROM conversion_action
WHERE conversion_action.status = 'ENABLED'

Use /google-ads:get-custom to get conversion volume per action.

Analysis Steps

1. Inventory conversion actions: List all active conversion actions with type and category.
2. Categorize by type: Purchases, leads, calls, app installs, engagement.
3. Identify gaps: Compare tracked actions to expected business value actions.
4. Check configuration: Verify counting type, attribution model, primary vs secondary.

Thresholds

Condition	Severity
Only 1 conversion action configured	Critical
No phone call tracking for local business	Critical
Primary conversion has no conversions in 30d	Critical
Missing micro-conversions (add to cart, form start)	Warning
No offline conversion import for B2B	Warning
Conversion action active but never recorded	Warning

Output

Short (default):

## Conversion Tracking Completeness Audit

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

### Conversion Action Inventory
| Action | Type | Primary | Last 30d |
|--------|------|---------|----------|
| [Name] | [Type] | [Yes/No] | [Count] |

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

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