{"id":1532,"date":"2025-08-27T19:56:00","date_gmt":"2025-08-27T17:56:00","guid":{"rendered":"https:\/\/nilsrooijmans.com\/daily\/?p=1532"},"modified":"2026-01-17T10:55:29","modified_gmt":"2026-01-17T09:55:29","slug":"ama-how-often-do-you-monitor-your-conversions","status":"publish","type":"post","link":"https:\/\/nilsrooijmans.com\/daily\/ama-how-often-do-you-monitor-your-conversions","title":{"rendered":"[AMA] “How Often Do You Monitor Your Conversions?”"},"content":{"rendered":"\n

Here’s a question I saw on Reddit today:<\/p>\n\n\n\n

\n

“How Often Do You Monitor Your Conversions?”<\/em><\/p>\n<\/blockquote>\n\n\n\n

Below was my response.

I like to perform different checks at different intervals. The number of ‘conversion tracking checks’ on my list is quite large (>100). I’ll limit my response to the most important ones.

The intervals for repeating the checks vary between the accounts, with the intervals based on the size (monthly spend) of the account; bigger accounts have higher frequencies.

Here’s my typical conversion tracking monitoring for an account that spends between 10k and 50k per month.

QUARTERLY<\/strong><\/p>\n\n\n\n

    \n
  1. Check if all important user behaviors and conversions are being tracked (i.e., purchase, begin checkout, add-to-cart, MQL, SQL, Prospect)<\/li>\n\n\n\n
  2. Are there any custom goals, or should there be? Are they used correctly by the campaigns?<\/li>\n\n\n\n
  3. Count setting: how many conversions are being counted (one or all) per click\/interaction, and is this correct?<\/li>\n\n\n\n
  4. Are the click-through, engaged-view, and view-through conversion windows set to the right values that match the user journey and sales cycle?<\/li>\n\n\n\n
  5. Is consent mode (V2) implemented properly?<\/li>\n\n\n\n
  6. Are \u2018enhanced conversions\u2019 configured correctly? (Pro tip: use separate conversion actions with and without enhanced conversions to measure the uplift)<\/li>\n\n\n\n
  7. Is Google’s conversion modelling working?<\/li>\n\n\n\n
  8. Has the new_customer variable been configured so campaigns can be segmented based on new vs. returning customers?<\/li>\n\n\n\n
  9. Are website redirects dropping conversion tracking parameters (i.e., UTM, GCLID, gad_source)?<\/li>\n\n\n\n
  10. Does it make sense to implement Custom Variables in your tracking? If so, is it set up correctly?<\/li>\n<\/ol>\n\n\n\n

    MONTHLY<\/strong><\/p>\n\n\n\n

      \n
    1. Are the most important conversion action(s) used for bid optimization and reporting (primary), and less important conversion action(s) for observation (secondary)?<\/li>\n\n\n\n
    2. Do the conversion actions’ repeat rates make sense?\u00a0<\/li>\n\n\n\n
    3. Are you submitting unique transactionId’s for each conversion? (check for duplicate conversions via filters clicks =1 , conversions >1)<\/li>\n\n\n\n
    4. No duplicate tracking (same conversion being tracked by two or more primary conversion actions)?\u00a0<\/li>\n\n\n\n
    5. Do the conversion goals have the right value assigned to them (fixed or variable, depending on goals)?<\/li>\n<\/ol>\n\n\n\n

      WEEKLY<\/strong><\/p>\n\n\n\n

        \n
      1. Does the diagnostics tab show any issues?<\/li>\n\n\n\n
      2. In case of OCI, is the status of the uploads okay?<\/li>\n\n\n\n
      3. (*) Any significant increase\/decrease in the number of last week’s conversions that deserves further attention (i.e., last week’s number of conversions deviates from the mean by more than 2 times the standard deviation)<\/li>\n<\/ol>\n\n\n\n

        DAILY<\/strong><\/p>\n\n\n\n

          \n
        1. (*) Any significant increase\/decrease in the number of yesterday’s conversions that deserves further attention (i.e., yesterday’s number of conversions deviates from the mean by more than 2 times the standard deviation)\u00a0<\/li>\n<\/ol>\n\n\n\n

          HOURLY\u00a0<\/strong><\/p>\n\n\n\n

            \n
          1. (*) Is conversion tracking still up and running? Check for non-zero conversions in the last\u00a0<\/li>\n<\/ol>\n\n\n\n

            NB: I’ve automated the checks indicated with an asterisk (*) via scripts. I’ll share a free version tomorrow. Hit reply if interested.<\/p>\n\n\n\n

            – Nils<\/p>\n\n\n\n

            PS:<\/strong>\u00a0I’ve decided to try and help some more PPC friends by answering questions via an ‘Ask Me Anything’ each Wednesday. If you’ve got a question to which my answer would benefit a larger part of the community, send it my way, and I’ll try to answer it \ud83d\ude42<\/p>\n\n\n\n

            <\/p>\n\n\n\n

            <\/p>\n","protected":false},"excerpt":{"rendered":"

            Here’s a question I saw on Reddit today: “How Often Do You Monitor Your Conversions?” Below was my response. I like to perform different checks at different intervals. The number of ‘conversion tracking checks’ on my list is quite large (>100). I’ll limit my response to the most important ones. The intervals for repeating the … Continue reading “[AMA] “How Often Do You Monitor Your Conversions?””<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1532","post","type-post","status-publish","format-standard","hentry","category-google-ads"],"yoast_head":"\n[AMA] "How Often Do You Monitor Your Conversions?" - Nils Rooijmans<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nilsrooijmans.com\/daily\/ama-how-often-do-you-monitor-your-conversions\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[AMA] "How Often Do You Monitor Your Conversions?" - Nils Rooijmans\" \/>\n<meta property=\"og:description\" content=\"Here’s a question I saw on Reddit today: “How Often Do You Monitor Your Conversions?” Below was my response. 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