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A recent update to Google Ads help documentation now states that “Primary conversion actions not used for optimization may be used to enhance predictions.” It’s unclear whether this reflects a change in how things operate or if it’s simply a clarification of existing processes.
Dario Zannoni highlighted these updates on LinkedIn, noting that Google explicitly mentions that even conversion actions not directly used for bidding purposes can still improve prediction accuracy. He pointed out that recent revisions indicate non-biddable, shallow conversions might contribute to boosting campaign predictions and helping campaigns ramp up more effectively.
Screenshots of the updated documentation show that these changes emphasize the potential value of collecting data from a broader range of conversion events, even if those events aren’t the main focus of the campaign. Zannoni further explained that gathering insights from additional meaningful events could benefit Smart Bidding performance, regardless of whether those events directly align with the campaign’s primary goals.
This discussion has sparked conversations in digital marketing circles about whether these updates constitute a new functionality in how conversion actions influence Google Ads optimization or if they’re merely clarifying existing practices.
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