Fireshift / Study

We read the Google tags of 449 B2B SaaS sites. 62% count a page view, a login or a click as a conversion.

By Nurkan Kirkan · Scanned 4 Nov 2026 · Static read of public tag containers · No site names

Short answer

Of 449 B2B SaaS websites, 235 (52.3%) publish at least one Google Ads conversion in their public tag setup. Of those, 61.7% fire one on something that isn't a signup, lead or sale: a page view, a login or a click. The median site sends Google 5 conversion actions, and only 26.8% pass any conversion value.

61.7%count a page view, login or click as a Google Ads conversion
5median Google Ads conversion actions per site (top 10%: 19+)
73.2%send Google Ads no conversion value at all

What sites with Google Ads conversions count

Base: the 235 sites with at least one Google Ads conversion tag we could read. Red means the pattern usually feeds Smart Bidding something other than funnel progress.

Fire a conversion on a button or link clicka click is intent, not a signup
45.1%
Fire a conversion on a plain page viewincl. 4.3% on every page load
39.1%
Fire a conversion on every page load (All Pages)every visit counts as a conversion
4.3%
Count a login as a conversionreturning users counted as new
11.5%
Run more than 8 conversion actionsbidding spreads across steps that don't pay
32.8%
Have duplicate conversionssame label on 2+ tags, or one trigger firing 2+ labels
63.8%
Pass any conversion valuethe rest can't tell a small lead from a big one
26.8%
Load 2+ GA4 properties
14%

How many conversion actions they send

Number of distinct Google Ads conversion labels per site, 235 sites. Median 5, mean 8.2.

1 conversion action
30
2-3 conversion actions
46
4-8 conversion actions
82
9-15 conversion actions
46
16+ conversion actions
31

Across all 449 sites

Serve a public GTM or Google tag containerreadable at googletagmanager.com
64.1%
Have 1+ Google Ads conversion we can read
52.3%
Load a GA4 property
49.7%
Load 2+ GA4 properties17.5% of sites that run GA4
8.7%

What this means

Google bids on whatever you call a conversion. When a click on "Talk to sales" or a visit to the signup page counts the same as a booked demo, Smart Bidding learns to buy clicks and visits. Two labels on one trigger can mean one action counts twice. With no value passed, a $10 lead and a $10,000 deal look the same to the bidder.

None of this is proof of wasted spend. A conversion set to secondary in Google Ads is reported but doesn't drive bidding, and that setting can't be seen from outside. These are the setups worth a two-minute check.

Method

  • Sample. 452 domains: well-known B2B SaaS vendors across CRM, support, sales engagement, email, analytics, product, SEO, HR and payroll, finance and billing, security, devtools, data, forms, customer success, no-code, telephony, CMS and learning, plus sites from our own outreach list. 449 returned a result after removing redirects and sister domains that serve the same containers.
  • What we read. The HTML of the homepage, /pricing, /signup and /demo, the GTM and Google tag IDs in it, and each public container at googletagmanager.com/gtm.js or /gtag/js (up to 6 per site), including GA4 configs referenced from GTM.
  • How we classify. Each Google Ads conversion tag (__awct, gtag conversion in Custom HTML, or inline send_to) is resolved to its trigger rules. Page-load events with no condition count as All Pages. Page-load triggers limited to a URL that isn't a thank-you or success page count as page view. Login, click and duplicate checks use the trigger's event names, URLs and click conditions. The scanner is engine/score.py in static mode, the same check behind the free scan.
  • When. All scans ran on 4 Nov 2026.
  • No site names. We publish percentages only. The aggregate is in the Dataset markup on this page.

Limits

  • Static read only, no browser. Tags added server-side, by a consent tool, or by a non-Google loader are missed, so real numbers are likely higher.
  • Primary vs secondary status of Ads conversions isn't visible from outside.
  • Two Ads labels on one trigger can be two Ads accounts on purpose. In 143 of 235 sites the duplicate was one trigger firing 2+ labels; 21 had the same label on 2+ tags.
  • Triggers are classified by pattern. Custom templates and variables can hide intent, and a "page view" of a URL like /signup may be a real step for some funnels.
  • The sample is hand-picked, not random, and leans to larger, well-known companies.

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