Google Ad Lead Gen Campaigns: Which Conversions Should Be Primary or Secondary?

When setting up your Google Ad "Lead Gen" Campaign, you must first make a really important decision that can have a major impact on the results of the campaign; which conversions should we track as "Primary Conversions" and which conversions should we track as "Secondary Conversions" (if any)?

Before we cover what to track as a Primary or Secondary Conversion, I'll go over exactly what I track as a conversion for a typical lead gen campaign:

Form Submissions
Website Calls
Call Ad Extension Calls
Offline sales conversion

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