The advanced conversion wizard
The easy flow covers most cases with two presets. The advanced wizard exposes every dial behind them: the metric, the period, an optional filter, the baseline, the alert condition with its threshold, and the anti-fatigue controls that decide when an alert is worth your attention. Five steps, every field yours.
Open the advanced wizard
In the Set up conversion alerts dialog, click Prefer full control? Use advanced setup at the bottom. The wizard keeps the channel and account you already picked, so nothing is asked twice. The rail at the top names the five steps: Platform, Metric, Condition, Anti-fatigue, Review.
Platform: pick the account to read
Choose the platform, the connected Google account, and the property or ad account. When you arrive from the easy flow this step is already filled in.
Metric: what to count, over which period
Pick the metric and the period it is measured over. GA4 offers sessions, users, key events, revenue and more; Google Ads offers conversions, conversion value, clicks, impressions and cost. The optional filter narrows the metric down, for example one key event by name, or one conversion action.
Filter (optional)
Yesterday is the calm default: the day is complete when the morning check runs. Today so far and Last completed hour react faster and swing harder.
Condition: when is it wrong
First the baseline, the number to compare against: Same day last week, a 7 or 14-day rolling average, the previous period, a fixed value, or no baseline at all for absolute checks. Then the condition: Drops by more than X%, Increases by more than X%, Falls below X, or Exceeds X. A second condition can be added with AND, so an alert needs both to be true.
Anti-fatigue: when is it worth an alert
These controls keep alerts rare enough to stay meaningful. Severity sets the label the alert carries. Cooldown is the minimum number of hours between alerts for the same issue. Consecutive failures makes the monitor see a problem more than once before it speaks. Minimum baseline value silences alerts when the volume is too small to judge, and the waiting days cover accounts where conversions import slowly.
Minimum hours between alerts for the same issue
How many consecutive failures before alerting
Useful to suppress alerts when tracking volume is too low to be meaningful
Very recent numbers can still be incomplete while GA4 or Google Ads finishes processing them, so the check waits one day by default.
Review the rule and create
The last step reads the rule back as one sentence, so you see what you built before it goes live. Name the monitor and create it. It appears on the Conversions page next to the easy ones and runs every morning.
Alert when Purchases for yesterday drops by more than 50% against the same day last week.
Tips
Start in easy mode
The two presets cover most monitors with sane anti-fatigue settings. Come here when a rule does not fit them, not before.
The second condition kills noise
A relative drop on a tiny number is drama about nothing. Combine Drops by more than 50% AND Falls below 10 and the alert needs both.
Minimum baseline value protects small accounts
A baseline of 3 conversions cannot judge anything. Set the minimum and the monitor stays silent until the volume means something.
Waiting days for slow imports
Some accounts import conversions with a delay. Raise the waiting days and the check judges a day only when its number is final.
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