skill-081-micro-conversion-tracking

Skill 081: Micro-Conversion Tracking

Purpose

Track intermediate actions (micro-conversions) that indicate user intent before the primary conversion. Micro-conversions provide additional signals for Smart Bidding, enable audience building, and help identify funnel bottlenecks.

Data Requirements

Data Source: Standard

Standard Data:

• data/account/conversion_actions.md - Current conversion action configuration
• data/account/account_summary.md - Business type context
• data/performance/campaigns/*/campaign_metrics_30_days.md - Conversion volumes

Reference GAQL:

SELECT
  conversion_action.id,
  conversion_action.name,
  conversion_action.type,
  conversion_action.category,
  conversion_action.include_in_conversions_metric,
  conversion_action.counting_type
FROM conversion_action
WHERE conversion_action.status = 'ENABLED'
ORDER BY conversion_action.include_in_conversions_metric DESC

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

Analysis Steps

1. Inventory current tracking: List all conversion actions, identify primary vs secondary.
2. Map user journey: Identify funnel stages before primary conversion.
3. Identify gaps: Missing high-value micro-conversions (add to cart, form start, pricing view).
4. Recommend additions: Suggest micro-conversions with value assignment.

Thresholds

Condition	Severity
E-commerce with no add-to-cart tracking	Critical
Lead gen with no form interaction tracking	Critical
Only 1 conversion action total	Critical
Missing checkout funnel steps	Warning
No engagement micro-conversions	Warning
Micro-conversions incorrectly set as primary	Warning

Output

Short (default):

## Micro-Conversion Tracking Audit

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

### Current Tracking
| Action | Type | Primary | Category |
|--------|------|---------|----------|
| [Name] | [Type] | [Y/N] | [Category] |

### Missing Micro-Conversions
| Action | Business Value | Priority |
|--------|----------------|----------|
| Add to Cart | High intent signal | High |
| Form Start | Abandonment tracking | Medium |

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