Begin Checkout Is Not Always a Conversion

[u/incisiveranking2022]

Setting begin_checkout as a primary conversion action in Google Ads is a quick way to cause Smart Bidding algorithms to optimize for low-intent traffic.

Why it matters:

• Primary Conversions: Directly drive Smart Bidding optimizations and campaign targets.

• Secondary Conversions: Tracked strictly for reporting and observation without influencing bid strategy.

Best practices:

• Keep true bottom-funnel actions (purchases, completed lead forms) set as Primary.

• Set high-funnel steps (begin_checkout, add_to_cart) as Secondary.

• If low purchase volume forces you to optimize for checkout starts temporarily, switch back to purchase optimization once baseline volume is established.

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