Google Ads conversions dropped to zero?

When conversions fall from a steady number to zero overnight, the ads rarely stopped working that suddenly. Far more often, something stopped telling Google Ads that conversions happened: a website change, a new form tool, a consent banner or a removed tag.

Is it tracking or real?

Compare with your own records for the same days. If leads or sales kept coming in, tracking broke.

A real collapse in demand usually shows as fewer clicks and impressions too. If clicks held steady while conversions hit zero, suspect tracking.

Find the date it broke

Look at conversions by day and find the last day one was recorded. Then ask what changed on the website around that date.

Website redesign or new theme
New form, booking or checkout tool
Cookie consent banner added or changed
Tag manager container edited or removed
Thank-you page URL changed

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What not to do while tracking is broken

Don't pause campaigns or cut budgets based on zero conversions until tracking is confirmed.

Automated bidding that optimises for conversions may also react badly when it suddenly sees none. Fixing tracking quickly matters more than any campaign change.

After it's fixed

Confirm a test conversion appears, then watch for a few days to make sure real conversions return.

Frequently asked questions

Can a cookie banner stop Google Ads conversions?

Yes. If tags only run after consent and the banner is set up incorrectly, conversions can stop being recorded. Check the banner settings when conversions drop suddenly.

Will my ads recover after tracking is fixed?

Reporting recovers from the fix date forward. Automated bidding may take some time to readjust after a gap in data.

Does Claritad detect tracking drops?

Yes. The audit checks when each conversion action last recorded a result and flags sudden drops while clicks continue.