Kasim talks about the difference between primary and secondary conversion actions. He also shares how you can use secondary conversion actions for CRO and what you should be cautious about when selecting what to track.

Google's definition of the two conversion actions:

Primary actions: These are conversion actions that are reported in the “Conversions” column in your reports and used for bidding as long as the standard goal they are part of is used for bidding.

Secondary actions: These conversion actions are for observation only. They are used for reporting in the “All conversions” column in your reports, but not for bidding, even if the goal they are included in is used for bidding. The one exception is if the secondary action is part of a custom goal.

Read more about primary and secondary conversion actions here:

https://support.google.com/google-ads...

We just released our Performance Max Ultimate Guide blog that gives you everything you need to know about how to set up, build, and optimize your Google Ads Performance Max campaigns!

Read the Performance Max Ultimate Guide here: https://sol8.com/performance-max-the-...

🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

https://youtu.be/_mOv9_qrtpg

https://youtu.be/syadgcDVntU

Want to learn more about Google Ads Performance Max?

https://youtube.com/playlist?list=PLp...

🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw

🔎 Other Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists:

https://youtu.be/9TziUBrF_hs

Apply here: https://sol8.com/apply/

💯The Ultimate Guide to Google Ads for Lead Generation:

https://sol8.com/google-ads-lead-gene...

🛒 Everything you need to know about Google Ads for eCommerce:

https://sol8.com/google-ads-for-ecomm...

🧲 The only guide you’ll ever need for Google Ads for YouTube:

https://sol8.com/google-ads-for-youtube/

Join this channel to get access to perks:

https://www.youtube.com/channel/UCKuk...

👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

--------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

--------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKuk...

--------------------------------------------------

👉 Want to become a Google Ads expert?

We've demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in our STEP-BY-STEP Google Ads Course: 👉 https://youvsgoogle.com/

--------------------------------------------------

Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

--------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home

⬇️️ You can find us here ⬇️️:

Website: https://bit.ly/sol8-home

Twitter: https://twitter.com/solutions_8

Facebook: https://www.facebook.com/solutions8llc

LinkedIn: https://www.linkedin.com/organization...

We wanna talk about the difference between primary and

secondary conversion actions.

Now, according to Google primary actions, these are conversion actions

that are reported in the conversions column and used for bidding.

As long as the standard goal they're part of is used for

bidding cool secondary actions.

These conversion actions are for observation only they use for

reporting in the all conversions column in your reports, but not forbid.

Even if the goal they are included in is used bidding.

The one exception is if the secondary action is part of a custom goal.

Okay.

Interesting.

So when you go to build a conversion action you'll see a couple of things

that I think are relevant goal in action optimization is gonna ask

you the type of conversion action.

So we have categories, sales categories on lead categories.

I wouldn't phone this.

You might say like, oh, contact, lead form, book an appointment.

They're all the same thing that they're scheduling.

I think Google's trying to understand human intent.

And so you telling Google exactly what type of conversion action.

This is, is really important because there's common denominators behind

Google knows who its phone call.

People are versus its scheduled appointment people are versus

its form fill people are.

Make sure to use the thing that's most applicable to whatever it

is that you're trying to track.

Once you do that, then Google says great for this goal chooses.

If this is primary or secondary, and this action will be optimized for and

reported in the conversions column.

Secondary action.

This action is marked secondary will not be used for optimization

by default and will only be reported in the all conversion column.

Here's why I called BS.

When performance max rolled out, the only conversions we were given

were the all conversions column.

I think that Google is using secondary conversions as

predictive indications of intent.

And honestly, I can't imagine them not using that.

So I'd be really careful about what it is that you're tracking

as a secondary conversion.

Number one, number two.

Use as many secondary conversions as you can.

A member of our team Osama was going over how he uses secondary conversions in

order to gauge the efficacy of a funnel.

And it is fricking brilliant.

Y'all, here's what he does.

He builds secondary conversion actions for every single step

up until the actual conversion.

And so what that does is because, right, if you are only building your

primary conversion action let's see if I can give you an example of this.

If you only had a primary conversion action here, and let's say it didn't work.

you wouldn't know anything other than, oh, the campaign failed, but imagine

having, and just for the sake of this discovery, let's say that I've got

my action plan form as my primary conversion action, but then I have viewed

the plans and pricing page secondary.

Add to cart selected checkout, viewed the checkout page.

I guess those would be the same, but you know what I mean?

Like you build a secondary conversion action for every single step up

until the primary conversion action.

Now, from a diagnostic standpoint, you just gave yourself a real quick

and easy view as to, okay, well, they viewed the product, they viewed

the pricing page on the product.

They added it to the cart.

They selected checkout and they died at the checkout.

wonder why or they died at the, whatever.

This just gives you a sense as to how far people are getting.

And so if they're dying at the checkup page, now I go look at the checkup

page and that's where my CRO begins.

It's what are we doing wrong?

Are we explaining the terms or do we have all the materials on there?

Are we explaining shipping?

It's set for

Et

um,

et cetera.

So use secondary conversion actions.

In order to identify what could potentially be going wrong with

your primary conversion actions.

And then also, and this is the part where I can't ever prove this.

So everybody gets to call BS cuz there's, it's hard because I

don't wanna come off as paranoid.

, but Google's given us a ton of reason to be paranoid.

So I'd use secondary conversion actions that you think are

predictive indications of a intent.

Even if you're not trying to measure your funnel, when you should be,

you're giving Google a sense as to what's working, what's not working.

And then that actually begs the question as to maybe be careful of as

to what you're loading up in secondary conversion actions, cuz you don't

want to give Google false indications, false positives are super dangerous.

One of the things that we've done is we load up analytics data as

a secondary conversion action.

So it's not measured.

Do I have that here?

Yeah.

So it's not measured, but we can still see it in benchmarking against

the primary conversion action.

And see how the reconciliation looks at a glance at a glance.

Anyway, what else do I wanna go over?

That's.

that feels good.

This little note here, incidentally is a nice explanation.

Is how they work.

I'll include a link to this in the description of the video.

Appreciate y'all watching.