How to Enable the Google Ads Upstack Purchase Goal and Switch to Primary Optimization Goal

Promote the Upstack Data purchase goal from secondary to primary in Google Ads after 4–7 days of data — switching optimization to server-side conversions for better Smart Bidding performance.

Quick Summary

• Wait 4–7 days after creating the “Purchase - UpstackData” goal so Google can collect baseline data.
• In Google Ads, navigate to Goals → Summary and click Edit goals.
• Open the Conversion action optimization section.
• Set “Purchase - UpstackData” as Primary and switch all other Purchase goals to Secondary.
• Click Save.

Prerequisites

Before you start, you need:

• Admin or Manager access to the Google Ads account
• The “Purchase - UpstackData” conversion already created and live for 4–7 days (see How to Create a New Upstack Data Purchase Goal in Google Ads →)

Importance of this Step

When creating the “Purchase - UpstackData” goal in Google Ads, we initially set it as Secondary for observation only. This allows Google to collect baseline data without disrupting current optimization. After 4–7 days, switching to Primary activates the goal as the optimization target with sufficient data.

Steps to Switch Your Purchase Goal

1. Sign in to Google Ads

   Sign in to Google Ads.

2. Open the Goals summary

   In the left-hand menu, navigate to Goals → Summary.

   
3. Find the Purchase conversions list

   On the Goals Summary page, scroll down to the Purchase conversion list.

   
4. Open the goal settings

   Click Edit goals to open the goal settings panel.

   
5. Expand Conversion action optimization

   Click “Conversion action optimization” to expand the section.

   
6. Set Purchase - UpstackData as Primary

   Set “Purchase - UpstackData” as Primary.

   
7. Set other Purchase goals to Secondary

   Set all other Purchase goals to Secondary.

   Ensure only one Primary Purchase conversion goal is active at a time.

   

   Example: Purchase - UpstackData is Primary and other Purchase conversions are Secondary

8. Save the changes

   Click Save to apply the new settings.

   

Verify the Setup

To confirm the switch was applied:

• Return to Goals → Summary in Google Ads — “Purchase - UpstackData” should be labelled Primary and all other Purchase goals should be labelled Secondary.
• Open one of your active Search or Performance Max campaigns and confirm it is optimizing against the new Primary goal.

If the goal still appears as Secondary, refresh the page and re-open Edit goals to confirm the change saved. If issues persist, contact Upstack Data support.