Google Ads Conversion Tracking Not Working? (Solved)

Are you wondering how to fix Google Ads Conversion tracking not working?

Google Ads conversion tracking is necessary to see how well your ads are performing. It helps you understand whether clicks on your ads are turning into valuable actions, like purchases or sign-ups. Without accurate conversion tracking, it’s difficult to know if your campaigns are effective, and you could be wasting money on ads that aren’t bringing the results you expect.

But sometimes, Google Ads Conversion Tracking is not working as expected. You might notice that conversions aren’t showing up in your reports, or you’re unsure whether your tags are firing properly. This can be frustrating, especially when you’re spending money on ads and want to make sure you’re getting a return.

In this article, we’ll walk you through 27 reasons why Google Ads conversion tracking is not working and offer solutions to get it fixed. Whether you’re using Google Tag Manager (GTM) or manually adding tags, we’ve got you covered.

Why Is Google Ads Conversion Tracking Important?

Google Ads conversion tracking helps you measure the success of your ad campaigns. It shows you what happens after a person clicks on your ad. Did they make a purchase? Did they sign up for your newsletter? Did they download your app?

Without conversion tracking, you wouldn’t know whether your ads are actually helping you reach your goals. It’s like running a race without a finish line—you wouldn’t know if you’re making progress or wasting your time.

When Google Ads Conversion Tracking is not working, you might be flying blind. You’re spending money on ads, but you can’t see if they’re bringing in the results you want. Fixing these issues is essential for ensuring you’re getting the best value for your advertising spend.

Common Reasons Behind Google Ads Conversion Tracking Not Working (With Solutions)

There are several reasons why Google Ads Conversion Tracking is not working as expected. 

Let’s look at some of the most common issues behind Google ads conversion tracking not working and how to fix them.

1. GTM Container Changes Have Not Been Published

Reason:
So, you’ve made some updates in Google Tag Manager (GTM) to improve your tracking. But wait – if you forgot to hit Publish, those changes won’t go live, and your conversion tracking won’t work as expected.

Solution:
No worries! Simply head over to GTM, click on Submit, and publish those changes. Once everything is live, be sure to test your tags using GTM’s Preview Mode to make sure everything is firing correctly. It’s an easy fix, and you’ll be back on track in no time!

It is the first step to check is Google Ads conversion tracking working or not.

2. Review the Changes Made in Google Tag Manager

Reason:
Ever find yourself wondering what exactly went wrong after making some changes in GTM? It can be tricky to pinpoint which tweak caused the issue, especially when it’s not immediately obvious.

Solution:
Here’s the trick – head to the Version History section in GTM. You can easily see what changes were made and when. If something feels off, you’ll be able to track down the root cause, and from there, you can either revert to an earlier version or adjust your changes to fix the problem.

3. Tracking Codes May Have Been Removed from Your Website’s Code

Reason:
Sometimes, developers unintentionally remove GTM tracking codes or Google Ads conversion tags from a website’s code. This can be the most common reason behind the conversion tracking tag not working in Google Ads. As a result, your tracking can break, leaving you with inaccurate data.

Solution:
Ask your developers to double-check the website’s code and make sure that all the tracking tags are properly added back in. You can confirm everything’s working with Google Tag Assistant or by using GTM Preview Mode.

4. An Ad Click Is Required Before a Conversion Event

Reason:
Did you know that for Google Ads to track conversion, there needs to be an actual ad click first? Without that click, Google Ads won’t record the conversion, even if the user ends up completing the desired action like making a purchase or filling out a form.

Solution:
To make sure everything’s working properly, ensure the conversion action happens after the user clicks on your ad. If a user visits your site organically (without clicking the ad), Google Ads won’t register that as a conversion. So, double-check your data to make sure the click happens first!

5. Auto-Tagging Is Disabled in Google Ads

Reason:
Auto-tagging is a super handy feature in Google Ads that automatically adds tracking parameters like gclid to your URLs when someone clicks on your ad. If auto-tagging is turned off, that crucial tracking data won’t make it to Google Ads, and your conversion tracking will miss out.

Solution:
To fix this, head to your Google Ads account, go to Settings, and make sure auto-tagging is switched on. This will automatically add the gclid (Google Click ID) to your landing page URL, allowing your conversions to be tracked accurately. It’s a small setting, but it makes all the difference!

6. Missing gclid Parameter in the Landing Page URL

Reason:
When someone clicks on your ad, the gclid (Google Click ID) is added to the URL to track the conversion. But what happens if this little piece of data goes missing or gets stripped away? Google Ads conversion tracking won’t work properly!

Solution:
After an ad click, check the URL to ensure the gclid is still there. If it’s gone, it might be due to redirects or some modifications that are removing it. Use tools like the Redirect Path Chrome extension to trace URL redirects and make sure the gclid stays intact throughout the process. It’s a simple check, but it’s key to accurate tracking!

7. gclid Parameter Is Not Passed Correctly in GTM

Reason:
Sometimes, the gclid gets lost in translation within your Google Tag Manager (GTM) container. A misconfiguration can cause it to be removed or not passed correctly, disrupting your conversion tracking.

Solution:
In GTM, set up a variable to preserve the gclid in the URL. This ensures that the gclid is properly passed from the landing page URL to GTM. By doing this, you’ll keep your conversion tracking spot on and make sure no data gets left behind!

8. gclid Parameter Has Been Altered

Reason:
If the gclid is modified in any way. for example, from uppercase to lowercase, it throws off Google Ads conversion tracking. Google needs that ID to stay exactly as it was when it first appeared in the URL.

Solution:
Make sure the gclid remains untouched! It needs to stay in the same format that was originally passed through in the URL. Double-check that no one (including automated processes) is changing the case or structure of the gclid. Consistency is key for flawless conversion tracking.

9. Consent Mode Implementation May Have Affected Tracking

Reason:
If you’ve recently rolled out Consent Mode to comply with privacy regulations like GDPR or CCPA, it can sometimes interfere with your conversion tracking. If the user hasn’t consented to cookies, the tracking data may be blocked or delayed.

Solution:
Take a moment to review your Consent Mode settings. Make sure that Google Ads tracking is activated when users consent to cookies. You can use Google Tag Assistant to test the setup and ensure that the consent data is being passed correctly to Google Ads for conversion tracking.

10. Consent Mode: ad_storage and ad_user_data Denied

Reason:
If the consent settings for ad_storage and ad_user_data are set to “denied,” you’ll face issues with conversion tracking. These settings block tracking cookies, which are essential for tracking user data related to ads.

Solution:
Check your consent settings using Google Tag Assistant to ensure that ad_storage and ad_user_data are being granted properly. Your consent management tool or popup should allow users to consent to these settings, ensuring that your conversion tracking continues to work smoothly. It’s all about giving the green light to tracking when users agree to it.

11. Incorrect Region Settings in Consent Mode

Reason:
If your Consent Mode settings aren’t configured properly for specific regions, you could run into issues with conversion tracking – especially in regions with different privacy laws (like the EU).

Solution:
Take a moment to review your Consent Mode settings for each region. Make sure the configurations align with the privacy laws for that specific location. Adjust the region-specific settings in your consent code to ensure that conversion tracking works seamlessly across various regions. It’s a small tweak, but it can save you from a lot of tracking headaches!

12. Consent Popup or Bar Was Overlooked by Users

Reason:
If users ignore your consent popup or cookie bar, your tracking code might not fire, which means you’ll miss out on valuable conversion data.

Solution:
It’s time to make that consent popup impossible to ignore! Consider redesigning the popup to make it more noticeable or even more engaging. Use clear and compelling messaging to encourage users to provide consent. This way, you’ll ensure that conversion tracking is allowed, and you won’t lose out on any key data!

13. Consent Data Is Not Being Sent to Google

Reason:
In regions with strict privacy laws, like the EU, failing to send consent data to Google can prevent your conversion tracking from working. If consent isn’t properly transmitted, tracking data simply won’t be captured.

Solution:
Implement either Advanced Consent Mode or Basic Consent Mode to ensure that consent data is being sent correctly to Google Ads. Double-check that your consent management platform is configured to send the necessary consent data when users grant permission. This ensures that everything is working properly, especially in privacy-regulated regions.

14. Not Enough Time Has Lapsed for Conversion Data to Appear

Reason:
Have you recently set up or made changes to your conversion tracking? If so, don’t panic if you don’t see the data right away. Conversion tracking isn’t always immediate – it can take some time to populate in your Google Ads reports.

Solution:
Give it some time! Wait for at least 24–48 hours to see the data appear in Google Ads. Sometimes, the system just needs a little while to sync everything. So, be patient and check back later – the data will show up soon!

15. Conversion Tracking Issues Caused by Iframes

Reason:
If your site uses iframes (like for embedded forms or third-party content), it can mess with your conversion tracking. The tracking code inside the iframe may not be sent properly to Google Ads, which can cause issues with your conversion data.

Solution:
To fix this, make sure you pass the conversion events from the iframe to the parent page. This way, the conversion tags can fire on the parent page, ensuring accurate tracking. You can also use Google Tag Manager to properly track conversions that happen inside an iframe by firing tags on the parent page once the event occurs. It’s a bit of extra setup, but it ensures that your tracking works no matter where the action happens!

With these tips in hand, you’ll be able to address any consent-related or technical hiccups that could be affecting your conversion tracking. The good news is that with just a little attention to detail, you can keep everything running smoothly and ensure accurate data collection!

16. Incorrect Tracking Code Is Being Used

Reason:
If you’re using the wrong tracking code or a mismatched conversion ID, your conversion tracking won’t work as expected. It’s easy to get lost in a sea of different tags, and using the wrong one can cause your data to be off or missing entirely.

Solution:
Double-check the conversion tracking code you’re using in your Google Ads account. Ensure that the conversion ID matches the one in your tracking setup. If needed, copy the correct code directly from Google Ads and paste it into the right place on your site. This small fix can make a world of difference in ensuring accurate tracking.

17. Conversion Tags Are Triggering on Incorrect Pages

Reason:
Sometimes, conversion tags can end up firing on the wrong pages – like a thank-you page that wasn’t supposed to trigger the event. This can lead to inaccurate data and inflated conversion numbers.

Solution:
Review your tag firing rules in Google Tag Manager. Make sure that your tags are only firing on the pages where conversions are supposed to happen. For example, the conversion tag should only trigger on a confirmation or thank-you page after a purchase or form submission. Tighten up your triggers, and you’ll ensure that the data is accurate and on point.

18. Improper Integration Between Google Analytics and Google Ads

Reason:
While Google Analytics and Google Ads can work hand-in-hand, if they’re not set up properly, things can get messy. Sometimes, Google Analytics tracking can override Google Ads conversion tracking, or the two systems might not be aligned.

Solution:
Make sure your Google Analytics and Google Ads accounts are properly linked. Double-check that the conversion actions in both accounts are synced up and reporting the same information. Once everything is linked and aligned, you can gather accurate data from both platforms without any conflicts.

If you are WordPress users, you can read our complete guide on How To Set Up Google Ads Conversion Tracking with Analytify.

19. Conversion Tracking Is Not Implemented Across All Funnels

Reason:
If your conversion tracking isn’t set up on every step of the funnel, you could miss out on important data. For example, if you’re tracking a purchase conversion but not the lead submission or checkout initiation, you’ll lose visibility into the earlier stages of the customer journey.

Solution:
Review the entire conversion path – from the initial touchpoint to the final purchase. Ensure that conversion tracking is set up at every step, not just at the final action. This will give you a complete picture of how users move through your funnel, helping you identify any bottlenecks or missed opportunities.

20. Issues with Your Data Layer Configuration

Reason:
Your data layer plays a key role in sending accurate data to Google Tag Manager and, in turn, to Google Ads. If the data layer isn’t configured correctly, conversion tracking might not pick up the right information.

Solution:
Check that your data layer is set up correctly and is passing the necessary information to Google Tag Manager. For example, make sure that transaction values, product IDs, and other key details are being pushed to the data layer when a conversion happens. With a properly configured data layer, your tracking will be far more accurate, and you’ll get better insights into your performance.

21. Tracking Codes Forgotten After Website Migration

Reason:
After a website migration, it’s easy to overlook the conversion tracking codes. If these aren’t properly updated or re-implemented, you could miss out on crucial conversion data.

Solution:
Once your website migration is complete, review the tracking codes in your Google Tag Manager (GTM) or directly in your website’s code. Ensure that all GTM tags and Google Ads conversion codes are correctly re-added to the new site. This is a simple but essential step to make sure your tracking continues seamlessly after the move.

22. Conversion Tag Is Not Firing

Reason:
If the conversion tag isn’t firing properly, it’s often due to incorrect triggers or misconfigurations in Google Tag Manager. Without the tag firing, no conversions will be tracked!

Solution:
Use GTM Preview Mode to test whether the conversion tag is firing correctly on your confirmation or Thank You page. Review your GTM triggers to make sure they’re set to fire at the right time – like when a user lands on the confirmation page or submits a form. A quick check can save you from missed conversions!

23. Conversion Tag Fires Too Early Before the Redirect

Reason:
If your conversion tag fires too early – before the page redirects to the confirmation or Thank You page – the data may not be sent to Google Ads properly.

Solution:
Adjust the firing settings of your conversion tag to ensure it triggers after the page redirects. Ideally, it should fire on the confirmation or Thank You page after the conversion action is completed. You can also use Event Tags in GTM to fire after the user completes the action. This ensures that the data is accurately recorded and sent to Google Ads.

24. “Still Running” Status for Google Tag Manager Tags

Reason:
Sometimes, in Google Tag Manager, tags may show as “Still Running,” which means they haven’t fired correctly, causing conversion tracking to fail.

Solution:
Check the tag conditions to ensure they are set up correctly. Make sure the tag isn’t being blocked by other tags or conflicts. Use GTM Preview Mode to verify the trigger conditions and tag firing sequence. Once you’ve made adjustments, re-test the tag to ensure everything works as expected.

25. Conversion Linker Tag Is Missing

Reason:
If the Conversion Linker tag is missing in Google Tag Manager, you might run into issues with cross-domain tracking or third-party cookie tracking, which will mess up your conversion data.

Solution:
Add the Conversion Linker tag to Google Tag Manager. This tag stores conversion data in the browser and ensures that it gets sent to Google Ads properly. Make sure the Conversion Linker is placed on all relevant pages where conversions occur to keep the data flowing smoothly.

26. Time Zone Differences

Reason:
If there’s a time zone mismatch between your Google Ads account and your website, conversion data can appear at the wrong time or not appear at all in reports, causing discrepancies.

Solution:
Double-check that the time zone settings in your Google Ads account match the time zone on your website. This helps ensure that conversions are attributed to the correct time and date. You can easily update your time zone settings in Google Ads under Account Settings. This small step can clear up any reporting confusion.

27. Conversion Window Setting Is Too Short

Reason:
If your conversion window in Google Ads is set too short – say, less than a day – you might miss out on conversions that happen after the window expires. This results in incomplete tracking and data gaps.

Solution:
Extend the conversion window in Google Ads to match the typical conversion time for your business. This will ensure that conversions that occur a few days after the ad click are still tracked and reported accurately. A longer conversion window ensures you capture all of those valuable conversions.

These tips should help you keep your conversion tracking accurate and your Google Ads campaigns running smoothly. With just a little bit of attention to detail, you can avoid these common pitfalls and make sure your tracking is always on point!

How Analytify Can Help WordPress Users with Google Ads Conversion Tracking

If you’re a WordPress user and finding it tricky to ensure that your Google Ads conversion tracking is set up correctly, Analytify can be a game-changer. It simplifies the integration of Google Analytics, which plays a crucial role in ensuring your conversion tracking is accurate and up-to-date. Here’s how Analytify can help you maintain flawless conversion tracking:

Seamless Integration with Google Analytics & Google Ads: Analytify ensures that Google Analytics is properly integrated with your WordPress site, and it works harmoniously with your Google Ads account. This means all your conversion tracking events are logged correctly, and you can monitor them directly through your Google Analytics dashboard.

Simplified Event Tracking for Accurate Conversions: If you’ve been struggling with manually setting up event tracking for specific conversions, Analytify allows you to track custom events (like form submissions or button clicks) with just a few clicks. This ensures that all conversions, big or small, are accurately reported to Google Ads.

Enhanced eCommerce Conversion Tracking: For WooCommerce store owners, Analytify’s integration makes tracking purchases, cart additions, and checkout completions straightforward. This is critical when troubleshooting issues with conversions not appearing or discrepancies in conversion windows.

By using Analytify, WordPress users can ensure their Google Ads conversion tracking setup is solid, minimizing common issues like tags not firing, missed conversions, or misconfigured tracking. It simplifies the tracking process, letting you focus on optimizing your campaigns with confidence.

Frequently Asked Question About Google Ads Conversion Tracking

Google Ads Conversion Tracking Not Working – Conclusion:

By following the troubleshooting steps outlined above, you should be able to resolve most issues with Google Ads conversion tracking not working. Whether it’s a misconfiguration in Google Tag Manager, issues with the gclid, or problems with Consent Mode, these solutions will help you identify and fix the root cause.

Regular testing using Google Tag Assistant and GTM Preview Mode, along with ensuring all tags and triggers are correctly set up, will help keep your conversion tracking accurate and reliable.

Remember, Google Ads conversion tracking is important for optimizing your ad campaigns and ensuring you’re getting the best return on your investment. With the right setup and consistent monitoring, you can rest assured that your conversion data will be accurate and valuable for your marketing decisions.

We hope this tutorial helped you resolve the issues behind your Google Ads conversion tracking not working.

You may also like to further read:

• How To Link Google Ads To Google Analytics

• Google Ads Conversion Tracking With GTM (Explained 2025)

• How To Find Google Ads Reports In Google Analytics 4