← Glossary
Primary Conversion
A primary conversion is a conversion action included in the "Conversions" column and used for bidding; a secondary one is recorded for observation but does not influence how Google spends.
Why it matters
This is the single setting that determines what your bidding strategy is trying to buy. Everything marked primary is a target; everything else is a note.
What people get wrong
Marking every available action primary, on the theory that more data is better. It is not - it tells the algorithm that a newsletter signup and a booked job are worth the same, and it will find you far more of the cheaper one.