# Google Ads reports 34 conversions, our inbox has 9 enquiries. Which do I believe? | Illia BizTech > 1,100 euros spent, 32 euros per enquiry on paper, nine form emails and two calls in reality. The timestamps do not line up anywhere. Source: https://illia-biztech.de/en/forum/google-ads-reports-34-conversions-our-inbox-has-9-enquiries-which-do-i-believe 1. [Home](/en) 2. [Forum](/en/forum) 3. Google Ads reports 34 conversions, our inbox has 9 enquiries. Which do I believe? # Google Ads reports 34 conversions, our inbox has 9 enquiries. Which do I believe? 1,100 euros spent, 32 euros per enquiry on paper, nine form emails and two calls in reality. The timestamps do not line up anywhere. * ##### Asked on August 28, 2026 For August the account shows 34 conversions against 1,100 euros of spend, so about 32 euros per enquiry. I could live with that. In reality nine form emails arrived, plus two calls that really were new customers. Our account manager says the rest are modelled conversions and calls I cannot see. I counted the emails and compared them with the timestamps in the account, and nothing lines up. Before I touch the budget I want to know which number is real. #### Answers ![Portrait of Alina Belichenko, content and social media specialist](/_ipx/f_webp,q_75/https://cms.illia-biztech.de/uploads/small_Alina_Belichenko_author_ae667ebec9.png) ##### Alina Belichenko ✓ Accepted answer August 29, 2026 Both numbers can be correct and still be counting different things. Before believing either, look at what actually counts as a conversion in your account. Open the conversions page and go through the list of conversion actions. Each one carries a status, and [Google distinguishes five of them](https://support.google.com/google-ads/troubleshooter/13455130?hl=de), including one that requires action from you. There are often more actions listed than people expect: the form, a call, a click on the phone number, sometimes a page view as well. If three of those count as conversions, part of your gap is explained on the spot. The second point is a setting with a large effect and a modest name. For each conversion action you choose between counting ["Every" and counting "One"](https://support.google.com/google-ads/answer/3438531?hl=de). On a form, "Every" means the same person submitting twice is counted twice. For enquiries, one is almost always the right setting. On the modelled conversions your account manager mentions: they do exist, but they are tied to minimum volumes. Google quotes thresholds of the order of [700 ad clicks in seven days per country and domain](https://support.google.com/google-ads/answer/10548233?hl=de). On a monthly budget of 1,100 euros, that is a figure to work through with him rather than accept as an explanation. The timestamps not matching is expected, incidentally, and proves nothing is broken. Google Ads attributes a conversion to the day of the click rather than the day of the submission, so an enquiry from the first of the month may sit in the previous one. For the same reason [Google Ads and GA4 diverge systematically](https://support.google.com/google-ads/answer/7457111?hl=de). And the number you were really asking for: for a budget decision neither of the two will do, you need a third. Nine emails and two calls make eleven contacts for 1,100 euros, so 100 euros per real contact. Whether that is good is decided by what a job is worth to you, and that calculation is better done before the next budget increase than after it. ##### #### [The quote was 6,000 euros and the invoice came to 9,500\. Do we have to pay it?](/en/forum/the-quote-was-6-000-euros-and-the-invoice-came-to-9-500-do-we-have-to-pay-it) September 5, 2026 [](/en/forum/the-quote-was-6-000-euros-and-the-invoice-came-to-9-500-do-we-have-to-pay-it) #### [The confirmation email from our contact form lands in customers' spam. Why?](/en/forum/the-confirmation-email-from-our-contact-form-lands-in-customers-spam-why) September 4, 2026 [](/en/forum/the-confirmation-email-from-our-contact-form-lands-in-customers-spam-why) #### [We received a letter about Google Fonts demanding 170 euros. Do we pay?](/en/forum/we-received-a-letter-about-google-fonts-demanding-170-euros-do-we-pay) September 4, 2026 [](/en/forum/we-received-a-letter-about-google-fonts-demanding-170-euros-do-we-pay) #### [Our shop window carries the company name in German and Upper Sorbian. How do we write it on Google?](/en/forum/our-shop-window-carries-the-company-name-in-german-and-upper-sorbian-how-do-we-write-it-on-google) September 3, 2026 [](/en/forum/our-shop-window-carries-the-company-name-in-german-and-upper-sorbian-how-do-we-write-it-on-google) #### [What counts as a normal cost per enquiry from Google Ads?](/en/forum/what-counts-as-a-normal-cost-per-enquiry-from-google-ads) September 3, 2026 [](/en/forum/what-counts-as-a-normal-cost-per-enquiry-from-google-ads) **Share** **Topics** * Google Ads * conversions * measurement