Google Ads conversion tracking not working? How to check it properly

Zero conversions in Google Ads doesn't always mean tracking is broken — it can also mean nobody converted. The way to tell the difference is to compare Google Ads with the leads you actually received, check when each conversion action last recorded anything, and run a test with Google Tag Assistant. This guide explains each step.

How does Google Ads tracking work?

For website conversions, a Google tag on your site sends a signal to Google Ads when someone completes an action — a form submission, a purchase or a click on your phone number.

Each conversion action has its own conversion ID and label. The site must send the matching ID and label at the right moment. If the tag is missing, fires on the wrong page, or sends a different label, Google Ads won't record the result against that action.

Google Ads uses the actions marked as primary for reporting in the Conversions column and for automated bidding, so a broken primary action affects both what you see and how Google bids.

Is it broken, or just quiet?

Compare against real leads. If you received leads from ads that Google Ads didn't record, tracking is broken. If you received no leads either, the ads may simply not be producing results.

What you see	Likely meaning
Leads arrived, Google Ads shows 0	Tracking is not recording — check the tag
No leads anywhere, clicks as usual	Tracking may be fine; look at searches and the page
Conversions much higher than real leads	Possible duplicate actions counting the same lead
Action status shows no recent activity	The tag may have been removed or changed

Want this checked in your actual Google Ads account?

Claritad connects to Google Ads with read-only access to start, analyzes your real campaigns, searches and conversion tracking, and shows you what needs attention in plain English. Nothing in your account changes unless you approve it.

Get My Free Google Ads Audit

Free, no credit card. Claritad is independent software and is not affiliated with or endorsed by Google.

Common reasons tracking stops

A website redesign or new theme removed the tag or the event snippet.
The form moved to a new tool, and the thank-you page or submit event changed.
A placeholder ID (for example, a template value that was never filled in) was left in the site code.
A consent banner blocks tags until visitors accept.
Two actions count the same thing, so results look doubled — or one was removed and results appear to halve.

How to test conversion tracking safely

Open Google Tag Assistant and connect it to your website.
Complete the action yourself — submit the form or click the phone link.
Confirm Tag Assistant shows the conversion event with the expected ID and label.
Remember that a successful test proves the tag fires; it does not prove Google will credit a real ad click. Only real ad traffic confirms attribution.

What Claritad checks for you

Claritad imports each conversion action read-only, shows when it last recorded activity, flags possible duplicates with the evidence, and checks your website for the matching tag labels.

It never merges, deletes or switches off a conversion action. It tells you what it found, why, and how to confirm it yourself.

Limitations of this guide

Some conversions (calls, offline imports, app events) aren't visible on your website and need separate checks.
Reporting delays can make recent days look lower than they will end up.

Related guides and tools

Google Ads getting clicks but no leads — Why ads stop converting and how to find the cause.
How to audit a Google Ads account — A step-by-step checklist, in business language.
How to find wasted spend in Google Ads — Where money leaks and how to check each place.

Sources

Last updated 2026-09-25 · Written by the Claritad team (Kyle Edward Gilligan LLC). Claritad is independent software and is not affiliated with or endorsed by Google.