The mistakes I often see
- Too many actions marked as primary conversions
- GA4 and Google Ads counting the same lead separately
- Form events firing on button clicks instead of confirmed submissions
- Missing phone call tracking or inconsistent call definitions
- No clear separation between micro-conversions and real lead actions
Why this matters
Google Ads uses conversion data to understand what success looks like. If the system is trained on weak or duplicated signals, bidding decisions can move in the wrong direction.
A better approach
Define the real business action first. Then configure tracking so campaigns optimize toward that action while supporting events remain available for analysis.