Cloudbeds answers · Google Ads
Why is my Cloudbeds purchase conversion marked Secondary in Google Ads?
By Giuseppe Gaspari, founder. Updated October 2026.
Fifteen-plus years running paid search and conversion tracking for tourism and lodging operators. Full bio
The short answer
Because Google marks a conversion created from a Google Analytics key event as Secondary when your Google Ads account already has goals from an Analytics property. A Secondary action is reported in the All conversions column only and isn't used for bidding. Open the action and set Goal and action optimization to Primary.
Why
On the GTM connection, the Cloudbeds purchase reaches Google Ads as an import from GA4, not as a Google Ads tag. Google's import documentation says conversions based on Google Analytics key events "are set to 'secondary' conversion actions to prevent counting the same event twice for bidding." That logic makes sense for an account that already has a working booking conversion. If the import is your only booking conversion, your only real booking signal is switched off for bidding.
The symptom is a Conversions column stuck at zero while All conversions climbs, and Smart Bidding that never gets a single booking to learn from.
What to do
- 1
Google Ads, Goals, Conversions, Summary. Open the imported purchase action.
- 2
Settings, Goal and action optimization: change Secondary to Primary. Save.
- 3
Check every other conversion action. A Book Now click goal, a confirmation-page view goal, or a leftover Google Ads purchase tag that is also Primary will double count. Keep one Primary booking conversion.
- 4
Give it a few days of real bookings, then compare the Conversions column with your Cloudbeds reservation list over the same period.
Sources
- Google Ads Help: Create Google Ads conversions based on Google Analytics key events (accessed October 2026)
- Google Ads Help: About primary and secondary conversion actions (accessed October 2026)
Related answers.
Rather not do this yourself?
We set up Cloudbeds and Google Ads tracking as part of every engagement, then fund the ads and get paid only on new guests who book direct.
Book a private call