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Can your lead count be trusted?

Use with careUse lead counts with care.

The dollar figures in this report don't depend on lead counts, so they still stand.

What to check

Page views and directions count as leadsWorth watching3 activity actions set as main conversions, 0 counted

Should "Local actions - Directions", "Local actions - Other engagements", "Local actions - Website visits" count as leads?

These track activity like page views or directions, not someone asking for a job. They counted none in this period, but they could start. High confidence

Show me where
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Find "Local actions - Directions", "Local actions - Other engagements", "Local actions - Website visits". Each one is listed under a goal as Primary or Secondary. Primary ones count as leads.

Ask your agency

Send to my agency
Note for your agency
Hi team,

Can you set "Local actions - Directions", "Local actions - Other engagements", "Local actions - Website visits" to Secondary so they stop counting as leads?

Why: These track activity like page views or directions, not someone asking for a job. They counted none in this period, but they could start.

Can you confirm once it's done? Thanks

Watchdog checks next week.

Or change it yourself
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Find the goal that holds "Local actions - Directions", "Local actions - Other engagements", "Local actions - Website visits" and click "Edit goal".
  3. Under "Conversion action optimization", set each one to Secondary.
  4. Click Save.
Why?

What changes: Your lead count becomes something you can trust, so cost per lead means something. "Local actions - Directions", "Local actions - Other engagements", "Local actions - Website visits" still show up in reports, they just stop counting as leads.

This changes what Google's automatic bidding aims for, so it can shift where your money goes for a few weeks. Changes only affect counts from today on.

Checked against Google's help: About primary and secondary conversion actions (Oct 25, 2026).

Calls may be counted twice14 of 22 leads came from 4 phone call actions

Could the same call be counted more than once?

4 different actions count phone calls: "A - Phone Number Click", "Calls from ads", "First Time Phone Call", "Repeat Phone Call". One call can trigger several of them. Google's data alone can't tell whether that's happening. Medium confidence

Show me where
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Find "A - Phone Number Click", "Calls from ads", "First Time Phone Call", "Repeat Phone Call". These all count phone calls, and all are Primary. One call can set off more than one of them.

Ask your agency

Send to my agency
Note for your agency
Hi team,

We have several conversion actions counting phone calls. Can you check whether one call is being counted more than once, and if so, keep one call action as Primary and set the rest to Secondary?

Why: 4 different actions count phone calls: "A - Phone Number Click", "Calls from ads", "First Time Phone Call", "Repeat Phone Call". One call can trigger several of them. Google's data alone can't tell whether that's happening.

Can you confirm once it's done? Thanks

Watchdog checks next week.

Or change it yourself
  1. Decide which one action should count a phone call as a lead. If you use a call tracking service, that's usually the most accurate one.
  2. In Google Ads, click the Goals icon on the left, then "Conversions", then "Summary".
  3. For every other call action, click "Edit goal" and set it to Secondary under "Conversion action optimization".
  4. Click Save.
Why?

What changes: Your lead count becomes something you can trust, so cost per lead means something. Each call counts once.

Google's data alone can't tell whether calls are really being counted twice. This changes what Google's automatic bidding aims for, so it can shift where your money goes for a few weeks. Changes only affect counts from today on.

Checked against Google's help: About primary and secondary conversion actions (Oct 25, 2026).

Repeat callers count as new leads"Repeat Phone Call" added 1 to the lead count

Is a repeat caller a new lead? "Repeat Phone Call" counts as one.

Someone calling back is usually the same lead, not a new one. Counting them makes cost per lead look lower than it is. High confidence

Show me where
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Find "Repeat Phone Call". Each one is listed under a goal as Primary or Secondary. Primary ones count as leads.

Ask your agency

Send to my agency
Note for your agency
Hi team,

Can you set "Repeat Phone Call" to Secondary so it stops counting as leads?

Why: Someone calling back is usually the same lead, not a new one. Counting them makes cost per lead look lower than it is.

Can you confirm once it's done? Thanks

Watchdog checks next week.

Or change it yourself
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Find the goal that holds "Repeat Phone Call" and click "Edit goal".
  3. Under "Conversion action optimization", set it to Secondary.
  4. Click Save.
Why?

What changes: Your lead count becomes something you can trust, so cost per lead means something. "Repeat Phone Call" still show up in reports, they just stop counting as leads.

This changes what Google's automatic bidding aims for, so it can shift where your money goes for a few weeks. Changes only affect counts from today on.

Checked against Google's help: About primary and secondary conversion actions (Oct 25, 2026).

One caller can count as several leads"Calls from ads" counted 9 with "every" counting

Should "Calls from ads" count every call, even several from the same person?

It's set to count every conversion after a click, so one person calling twice counts as two leads. For leads, Google suggests counting one per click. High confidence

Show me where
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Find "Calls from ads". Click it, then "Edit settings". "Count" shows "Every" or "One".

Ask your agency

Send to my agency
Note for your agency
Hi team,

Can you change the count setting on "Calls from ads" from "Every" to "One"?

Why: It's set to count every conversion after a click, so one person calling twice counts as two leads. For leads, Google suggests counting one per click.

Can you confirm once it's done? Thanks

Watchdog checks next week.

Or change it yourself
  1. Click the Goals icon on the left, then "Conversions", then "Summary".
  2. Click "Calls from ads", then "Edit settings".
  3. Click "Count" and choose "One".
  4. Click Save, then Done.
Why?

What changes: Your lead count becomes something you can trust, so cost per lead means something. Someone who calls twice counts as one lead, not two.

This changes what Google's automatic bidding aims for, so it can shift where your money goes for a few weeks. Changes only affect counts from today on.

Checked against Google's help: About conversion counting options (Oct 25, 2026).

Not checked yet: The owner hasn't said roughly how many leads came in last month, so Google's count can't be compared.