Notes on conformal anomaly, nonlocal effective action and the metamorphosis of the running scale

We discuss the structure of nonlocal effective action generating the conformal anomaly in classically Weyl invariant theories in curved spacetime. By the procedure of conformal gauge fixing, selecting the metric representative on a conformal group orbit, we split the renormalized effective action into anomalous and Weyl invariant parts. A wide family of thus obtained anomalous actions is shown to include two special cases of Riegert--Fradkin--Tseytlin and Fradkin--Vilkovisky actions. Both actions are shown to be contained in the first three orders of the curvature expansion for a generic one-loop effective action obtained by covariant perturbation theory. The complementary Weyl invariant part of the action is given by the ``conformization'' of the full effective action -- restricting its argument to the conformally invariant representative of the orbit of the conformal group. This is likely to resolve a long-standing debate between the proponents of the Riegert action and adherents of the perturbation expansion for the effective action with typical nonlocal logarithmic form factors. We derive the relation between quantum stress tensors on conformally related metric backgrounds, which generalizes the known Brown-Cassidy equation to the case of nonzero Weyl tensor, and discuss applications of this relation in the cosmological model driven by conformal field theory. We also discuss the issue of renormalization group running for the cosmological and gravitational coupling constants and show that it exhibits a kind of a metamorphosis to the nonlocal form factors of the so-called partners of the cosmological and Einstein terms -- nonlocal curvature squared terms of the effective action.