Conversion Tracking Health

Conversion Tracking Health Audit Skill

Trigger Phrases:

• "conversion tracking audit for portfolio_2"
• "check conversion health for portfolio_1"
• "audit conversions for portfolio_3"
• "run conversion audit"
• "conversion tracking health"

Purpose

Identifies conversion tracking issues across Google Ads portfolios by analyzing which conversion actions haven't fired recently or are stale. Only audits accounts with spend in the last 7 days to focus on actively running campaigns.

Key Features

1. Spend Filter (Critical)

• Only audits accounts with spend in last 7 days
• Skips inactive/paused accounts automatically
• Rationale: Conversion tracking only matters for actively spending accounts
• Reduces noise from ~63 accounts (Google Sheet approach) to ~160 active accounts

2. Conversion Action Filtering

Tracks Only:

• Primary conversions (include_in_conversions_metric = True)
• Website conversions only

Ignores:

• Store visits (STORE_VISITS)
• Google-hosted actions (GOOGLE_HOSTED - local actions, clicks to call)
• Mobile app conversions (Android/iOS installs, in-app actions)
• Firebase events
• Observation-only conversions (not used in optimization)

3. Activity Categorization

• Healthy: ≤14 days (not shown in output)
• Warning: 15-30 days since last conversion
• Stale: 30+ days since last conversion
• No Data: 90+ days or never fired

4. Severity-Based Output

Results grouped worst-first:

1. ❌ No Recent Data (90+ days / never fired)
2. 🚨 Stale (30+ days)
3. ⚠️ Warning (15-30 days)

Execution Workflow

Step 1: Identify Accounts to Audit

Either:

• A list of customer IDs (--cids 1234567890,2345678901)
• A single CID (--cid 1234567890)
• A CSV file with cid,name rows (--accounts-file portfolio.csv) — useful

for named portfolios

Step 2: Run the Audit

Use the Bash tool to execute:

# Single account
python scripts/portfolio_conversion_audit.py --cid 1234567890

# Multiple accounts
python scripts/portfolio_conversion_audit.py --cids 1234567890,2345678901

# Portfolio from CSV (cid,name per row, no header)
python scripts/portfolio_conversion_audit.py --accounts-file portfolio.csv

Expected Runtime: ~1-2 seconds per account.

Step 3: Present Results

The script outputs:

====================================================================================================
PORTFOLIO CONVERSION AUDIT - PORTFOLIO_2
====================================================================================================
Accounts to audit: 162
Lookback period: 90 days
Analysis date: 2025-11-04 16:36:20
====================================================================================================

Auditing accounts...

  ✓ Example Account Name 1
  ✓ Example Account Name 2
  ⊘ Example Paused Account (no spend in last 7 days)
  ...

Audit complete. Checked 160 accounts, skipped 2 (no spend).

====================================================================================================
RESULTS - PROBLEMATIC CONVERSIONS ONLY
====================================================================================================

❌ NO RECENT CONVERSIONS (90+ days) - 107 issues found

Account Name                        | Conversion Action              | Last Activity
----------------------------------- | ------------------------------ | ---------------
Example Account Name                 | Form_Contact-Submit_BC         | Never fired
Example Another Account              | Phone Call                     | Never fired
...

🚨 STALE (30+ days) - 26 issues found

Account Name                        | Conversion Action              | Last Activity
----------------------------------- | ------------------------------ | ---------------
Example Account Name                 | Contact                        | 84 days ago
...

⚠️  WARNING (15-30 days) - 40 issues found

Account Name                        | Conversion Action              | Last Activity
----------------------------------- | ------------------------------ | ---------------
Example Account Name                 | Form_Contact-Submit_BC         | 26 days ago
...

====================================================================================================
SUMMARY
====================================================================================================

Total accounts checked: 160
Accounts skipped (no spend in 7 days): 2
Total problematic conversions: 173
  ❌ No recent data: 107
  🚨 Stale (30+ days): 26
  ⚠️  Warning (15-30 days): 40

====================================================================================================

Step 4: Interpret Results

Key Metrics:

• Accounts checked - Active accounts with spend in last 7 days
• Accounts skipped - Inactive accounts (no spend)
• Total problematic conversions - Individual conversion actions with issues (not unique accounts)

Understanding the Numbers:

• One account can have multiple problematic conversion actions
• Example: Portfolio 2 shows 173 problematic conversions across many accounts
• This means many accounts have 1-2 conversion actions with issues

Complementary to Google Ads Script

User's Existing Google Ads Script:

• Runs daily in Google Ads environment
• Outputs to "Zero Conversions" tab in Google Sheets
• Shows ~63 accounts with conversion tracking problems
• No spend filter (includes all accounts)

This Python Skill:

• Runs on-demand from PPC Brain
• Filters by spend (only active accounts)
• Shows 173 problematic conversion actions across 160 accounts
• More granular - counts individual conversion actions, not just accounts

How They Complement:

• Google Sheet: Broad overview of all accounts (including inactive)
• Python Audit: Focused view of active accounts only
• Use both: Sheet for comprehensive tracking, Python for actionable insights

Advanced Usage

Custom Lookback Period

python scripts/portfolio_conversion_audit.py --accounts-file portfolio.csv --days 180

Include Accounts With No Recent Spend

By default, accounts with no spend in the last 7 days are skipped. To audit everything regardless of spend:

python scripts/portfolio_conversion_audit.py --accounts-file portfolio.csv --include-no-spend

Single Account Deep-Dive

For detailed analysis of a single account:

python scripts/last_conversion_dates_by_action.py --cid 1234567890 --days 90

This shows ALL conversion actions (including healthy ones) with full details.

Use Cases

1. Daily Portfolio Health Check

Scenario: Daily portfolio health check includes conversion tracking review Action: Run skill for Portfolio 2, focus on "No Data" section for immediate action

2. Client Reporting

Scenario: Client asks "Are our conversions tracking properly?" Action: Run audit, export results, summarize findings in client-facing report

3. New Campaign Launch

Scenario: Launched new campaigns 2 weeks ago, need to verify tracking Action: Run audit, check if new conversion actions are firing

4. Troubleshooting Low Conversions

Scenario: Account has low conversion volume, investigating why Action: Run single-account deep-dive to see all conversion actions and their health

Error Handling

No Active Accounts:

• If all accounts have no spend, summary shows 0 accounts checked
• Output: "Accounts skipped (no spend in 7 days): 162"

API Access Errors:

• If account query fails, error message shown but script continues
• Error format: Error querying conversion actions: [ERROR_MESSAGE]

No Conversion Issues:

• If all conversions are healthy (≤14 days)
• Output: "🎉 NO ISSUES FOUND! All conversion actions are healthy."

Technical Details

GAQL Queries Used

1. Check Account Spend:

SELECT metrics.cost_micros
FROM customer
WHERE segments.date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD'

2. Get Conversion Actions:

SELECT
    conversion_action.id,
    conversion_action.name,
    conversion_action.type,
    conversion_action.status,
    conversion_action.category,
    conversion_action.include_in_conversions_metric
FROM conversion_action
WHERE conversion_action.status != 'REMOVED'
ORDER BY conversion_action.name

3. Get Conversion Performance:

SELECT
    segments.conversion_action_name,
    segments.date,
    metrics.conversions
FROM campaign
WHERE segments.date BETWEEN 'YYYY-MM-DD' AND 'YYYY-MM-DD'
  AND metrics.conversions > 0
ORDER BY segments.date DESC

Account Loading

The script accepts accounts via three flags (combinable):

• --cid 1234567890 - single CID
• --cids 123,456,789 - comma-separated CIDs
• --accounts-file foo.csv - CSV file with cid,name per row (no header)

Output Files

Audit runs are saved to your project's output folder (e.g., ./data/audits/ or wherever you configure).

Note: Output files are not automatically cleaned up. Delete old files manually if needed.

Integration with Other Skills

Related Skills:

• [portfolio-health-prioritization](../portfolio-health-prioritization/) - Determines which accounts need investigation
• Your daily triage workflow — for catching all portfolio issues (external)
• [client-communication-standards](../client-communication-standards/) - Format findings for client reports

Workflow Example:

1. Run conversion-tracking-health for Portfolio 2
2. Identify accounts with "No Data" issues
3. Use portfolio-health-prioritization to determine which to fix first
4. Create client summary using client-communication-standards format

Maintenance

Update Frequency: On-demand (run when needed, no scheduled execution)

Potential Enhancements:

• CSV export option
• Email/Slack alerts for critical issues
• Trend analysis (track changes over time)
• Integration with Run Rate Issues Analysis sheet
• Automated fix suggestions

Dependencies:

• google-ads.yaml at project root - Google Ads API credentials (override with --config)
• Python environment with google-ads library installed

Version History

v1.0 (2025-11-04)

• Initial skill creation
• Portfolio-wide audit with spend filter (7 days)
• Filters out store/mobile/Google-hosted conversions
• Only tracks primary conversions (used in optimization)
• Severity-based output (No Data → Stale → Warning)
• Summary shows accounts checked vs. skipped
• Complements existing Google Ads Script approach

---

Script Location: scripts/portfolio_conversion_audit.py (provide your own — see Phase 3 inlining notes) Trigger: Say "conversion tracking audit for [portfolio]" or "check conversion health"

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: fourteenwm
• Source: fourteenwm/ppc-ai-skills
• License: MIT

Install and usage instructions live in the source repository linked above.