0498 70 98 60Conversion Tracking Not Working
Google Ads Conversion Tracking Not Working? Fix It Before It Costs More
Your Google Ads account shows zero conversions, a sudden drop, or numbers that don’t match your real leads and sales. With Google Ads conversion tracking not working, Smart Bidding optimizes on bad data, budget goes to the wrong campaigns and you can’t tell what’s profitable. It’s an emergency even if your ads are still running.
Signs your tracking is broken
Conversions suddenly drop to zero or near zero
Conversion actions show “Inactive,” “No recent conversions,” “Unverified” or “Misconfigured”
Conversions double-counted (Google Ads tag and GA4 import both set as primary for the same action)
Leads in your CRM or inbox don’t match conversions in Google Ads
Calls aren’t tracked at all
Google Ads conversion tracking not working: what to check
- Goals > Summary in Google Ads: check the status of each conversion action and which ones are primary.
- Recent website changes: a redesign, new form plugin, new thank-you page or theme update often breaks tags.
- Google Tag Manager: were containers, tags or triggers changed or left unpublished?
- Cookie or consent banner: a misconfigured banner can block tags entirely.
- Use Tag Assistant to test a conversion yourself.
What we do
- Audit all conversion actions, tags, triggers and GA4 imports
- Fix or rebuild tracking for forms, calls, bookings and purchases with Google Tag Manager
- Remove duplicates and set the right primary conversions and values
- Set up enhanced conversions and offline conversion imports from your CRM when relevant
- Test end to end and document the setup
See also Google Ads not profitable, our web analytics services and our Google Ads management.
How long does it take?
Most tracking issues can be diagnosed and fixed within a few days once we have access to the website, Tag Manager and Google Ads. Google Ads then needs some time to record new conversions, and Smart Bidding needs data to readjust.
Give us access to Google Ads and Tag Manager. We’ll find what’s broken and fix it.
Your questions, answered
Usually because a tag was removed or broken by a website change, a form changed its confirmation behavior, or a consent banner blocks tracking.
Either can work, but choose one as primary for each action to avoid double counting. We recommend based on your setup.
Yes: calls from ads, calls from your website using call tracking numbers, and qualified calls imported from your CRM.
Yes. Automated bidding relies on conversion data; bad data leads to poor optimization and wasted budget.
Yes. Bot submissions can be counted as leads and mislead Smart Bidding. See contact form spam.