Executive Summary
V2 Account (5143493594): Form submission tracking is WORKING. The "Submit lead form #new" conversion action captured 263 form submissions in March. However, 6 GA4-linked conversion events are configured but NOT firing (showing 0 conversions).
Primary Account (2132096417): ALL campaigns are PAUSED. Zero form submission conversions recorded. The only conversions were phone calls (46 total) from the L2S campaign before it was paused. Multiple legacy conversion actions are REMOVED or broken.
V2 Account (5143493594) — Active
March 2026 Campaign Performance
Total Spend
$9,668
3 active campaigns
Total Clicks
3,654
3.77% avg CTR
Form Submissions
263
"Submit lead form" tag
All Conversions
378
Forms + Calls + Zoho
Cost/Form Submit
$36.76
Based on 263 forms
Zoho CRM Imports
93
Offline conversion uploads
| Campaign |
Status |
Spend |
Clicks |
Forms |
All Conv |
CPA |
| PMax | General |
ENABLED |
$5,340 |
1,783 |
205 |
298 |
$17.92 |
| PMax | General | NEW SITE |
ENABLED |
$3,105 |
1,456 |
19 |
23 |
$134.98 |
| Search | Website Form Submission |
ENABLED |
$1,224 |
415 |
39 |
57 |
$21.47 |
| TOTAL |
|
$9,668 |
3,654 |
263 |
378 |
$25.58 |
⚠️ PMax | General | NEW SITE is spending $3,105/month but only generating 19 form submissions ($134.98 CPA) — 7.5x more expensive than PMax | General ($17.92 CPA). This campaign needs immediate review or reallocation.
Conversion Actions — Full Audit
| Conversion Action |
Type |
Status |
Primary |
March Conv |
| Submit lead form #new |
WEBPAGE |
ENABLED |
✅ Yes |
263 |
| Zoho CRM Leads/Contacts |
UPLOAD |
ENABLED |
✅ Yes |
93 |
| Call from Website #new |
WEB CALL |
ENABLED |
✅ Yes |
16 |
| Calls from ads (1) |
AD CALL |
ENABLED |
✅ Yes |
6 |
| Lead form - Submit |
LEAD FORM |
ENABLED |
❌ No |
0 |
| In Chase from Zoho |
UPLOAD |
ENABLED |
✅ Yes |
0 |
| STJ-Website (web) CGM_Form_Submission |
GA4 |
ENABLED |
✅ Yes |
0 |
| STJ-Website (web) fb_thank_you_page |
GA4 |
ENABLED |
✅ Yes |
0 |
| STJ-Website (web) l_p_form_submitted |
GA4 |
ENABLED |
✅ Yes |
0 |
| STJ-Website (web) purchase |
GA4 |
ENABLED |
✅ Yes |
0 |
| STJ-Website (web) sweetspot___form_submission... |
GA4 |
ENABLED |
✅ Yes |
0 |
| STJ-Website (web) website_cgm_form_submission |
GA4 |
ENABLED |
✅ Yes |
0 |
🚨 CRITICAL: 6 GA4-linked conversion actions are set as PRIMARY but recording 0 conversions.
These GA4 events (CGM_Form_Submission, fb_thank_you_page, l_p_form_submitted, purchase, sweetspot form, website_cgm_form_submission) are all enabled and set as primary conversion goals — meaning Google is counting them toward campaign optimization signals. But they are returning ZERO data.
Impact: Google's Smart Bidding is seeing 6 "primary" conversion actions that never fire, diluting the optimization signal. The campaigns are effectively optimizing on only 2 of 8 primary actions ("Submit lead form #new" + "Zoho CRM Leads/Contacts").
Root Cause: The GA4 property (275407427) likely doesn't have these events configured on the NEW SITE, or the GA4-to-Google-Ads link is broken for these specific events. The old site probably fired these events, but the new site doesn't have matching event triggers in Google Tag Manager or GA4.
Primary Account (2132096417) — All Paused
All campaigns in this account are PAUSED. Total March spend: $1,469 (from activity before campaigns were paused). No active form submission tracking is occurring.
March 2026 Campaign Performance (Before Pausing)
| Campaign |
Status |
Spend |
Clicks |
Conv |
All Conv |
| L2S - Focused Search 3/15/26 |
PAUSED |
$499 |
251 |
44 |
47 |
| SJC - Dexcom Search |
PAUSED |
$271 |
512 |
0 |
1 |
| SJM - Blood Glucose |
PAUSED |
$185 |
388 |
0 |
0 |
| PMax | FreeStyle Libre 3 |
PAUSED |
$125 |
508 |
0 |
1 |
| PMax | Dexcom G7 Specific |
PAUSED |
$98 |
482 |
0 |
0 |
| PMax | General |
PAUSED |
$87 |
342 |
0 |
0 |
| + 8 more paused campaigns |
$204 |
690 |
0 |
0 |
| TOTAL |
|
$1,469 |
3,173 |
44 |
49 |
Conversion Actions — Primary Account
| Conversion Action |
Type |
Status |
Primary |
March Conv |
| Calls from Ads #new |
AD CALL |
ENABLED |
✅ Yes |
41 |
| Call from Website #new |
WEB CALL |
ENABLED |
✅ Yes |
5 |
| Zoho CRM Leads/Contacts |
UPLOAD |
ENABLED |
— (DEFAULT) |
3 |
| CGM Pre-Qualification Submitting |
WEBPAGE |
ENABLED |
❌ No |
0 |
| Complete the Survey |
WEBPAGE |
ENABLED |
❌ No |
0 |
| Submit lead form |
WEBPAGE |
ENABLED |
✅ Yes |
0 |
| Eligible Prospect |
UPLOAD |
ENABLED |
❌ No |
0 |
| Ad Phone Calls |
AD CALL |
ENABLED |
❌ No |
0 |
| + 11 REMOVED conversion actions |
VARIOUS |
REMOVED |
— |
0 |
⚠️ "Submit lead form" (WEBPAGE tag) is set as PRIMARY but has 0 conversions.
This means the website form on the landing page for this account is NOT triggering the Google Ads conversion tag. Since all campaigns are paused, this is not actively losing money — but if campaigns are re-enabled, form submissions will NOT be tracked.
Additionally, "CGM Pre-Qualification Submitting" and "Complete the Survey" are also showing 0 conversions — the old tags from the previous site are likely broken on the new site.
Prioritized Recommendations
-
P0 — URGENT: Review PMax | General | NEW SITE CPA ($135)
This campaign is spending $3,105/month with only 19 form submissions — a $134.98 CPA vs $17.92 for the original PMax | General. Consider pausing or reducing budget significantly and reallocating to PMax | General which is performing 7.5x better.
-
P0 — URGENT: Remove or Demote Dead GA4 Conversion Actions
6 GA4-linked conversion actions (CGM_Form_Submission, fb_thank_you_page, l_p_form_submitted, purchase, sweetspot_form, website_cgm_form_submission) are set as PRIMARY but returning 0 data. This confuses Smart Bidding. Either:
(a) Fix the GA4 events on the new site so they fire properly, OR
(b) Set them to SECONDARY (not primary) so they don't pollute the bidding signal.
-
P1 — IMPORTANT: Audit "In Chase from Zoho" Upload Action
This offline conversion action is enabled and set as primary but shows 0 conversions, while "Zoho CRM Leads/Contacts" shows 93. Verify if this is a duplicate or if the upload is failing silently. If it's not being used, demote to secondary.
-
P1 — Fix Primary Account Form Tracking (If Re-Enabling)
Before re-enabling any campaigns on account 2132096417, the "Submit lead form" conversion tag needs to be verified on the current landing pages. It registered 0 conversions in March — the tag is likely not installed on the new site.
-
P2 — Clean Up Legacy Conversion Actions
Primary account has 11+ REMOVED conversion actions (old Universal Analytics goals, legacy ad calls, etc.). While these don't affect performance, they clutter the account. Consider a full cleanup during the next account audit.
-
P2 — Verify GA4 Event Configuration on New Site
Open Google Tag Manager for the new STJ site and verify these events are configured to fire:
— CGM_Form_Submission
— fb_thank_you_page
— l_p_form_submitted
— sweetspot___form_submission_thank_you_pa
— website_cgm_form_submission
If these events aren't needed on the new site, remove them from Google Ads to avoid signal dilution.
What IS Working
✅ "Submit lead form #new" (V2 Account) — 263 form submissions in March. This is the primary form conversion tracking and it's working correctly. CPA of $36.76 blended, with PMax | General at an excellent $17.92 CPA.
✅ Zoho CRM Offline Uploads — 93 "Zoho CRM Leads/Contacts" conversions are flowing in. This gives Google additional conversion signal from the CRM, which helps Smart Bidding optimize for higher-quality leads.
✅ Phone Call Tracking — Both "Call from Website" (16) and "Calls from ads" (6) are active and tracking correctly on the V2 account.
Cross-Reference: Meta Ads Pixel (Separate Audit)
A separate audit of the Meta Ads pixel was completed earlier today. Key finding: The Meta pixel (4291805581074146) fires PageView events but has ZERO conversion events (Lead, Purchase, CompleteRegistration) configured. With $239/month in Meta Ads spend, this means Meta campaigns cannot optimize for conversions either.
Combined impact: Google Ads V2 account has working form tracking (263 forms), but Meta Ads has zero conversion tracking. The Primary Google Ads account also has broken form tracking. Priority should be fixing Meta pixel events and the Primary account's Google form tag before re-enabling any campaigns.