Default Conversions: The Hidden Trap
When you set up your Google Ads account, some conversions are automatically included—these are the default conversions. They might seem harmless, but they can lead you down the wrong path if not handled carefully.
Imagine an AC repair company. They track “get directions” as a conversion because it’s turned on by default. But here’s the catch: Google’s automated system loves easy wins. So, if most of their conversions are people clicking for directions, Google optimizes for that. Unfortunately, this doesn’t help the business much. Customers get directions but don’t explore the website, learn about services, or see pricing details. It’s like sending them to a dead end.
For e-commerce, things get even trickier. Some accounts count every step—adding to cart, checking out, and completing the transaction—as separate conversions. So, if someone buys a widget, Google thinks it’s three conversions. This inflates your metrics and misleads you into thinking your performance is stellar.
Don’t blindly accept default conversions. Instead, track actions that matter—like completed purchases or lead forms. Skip the noise (like map directions) and focus on what drives real business results.
Automated bidding algorithms aim for success based on the conversions you’ve set. If you’re tracking irrelevant actions, the system will optimize for those. Be deliberate about what you measure.
Remember, it’s not about the sheer number of conversions; it’s about their quality. Avoid default traps, be strategic, and let your campaigns work smarter, not harder. Happy optimizing! 🚀
