Quick answer
Open Goals, then Summary, and read each conversion action's tracking status. Use Tag Assistant to confirm the tag fires on your thank-you page, not on every page. Check that GA4 key events and Google Ads tags are not counting the same lead twice. New actions can show "Awaiting conversions" for the first 48 hours.
You are getting calls and form enquiries, but Google Ads shows zero conversions. Or the numbers look doubled. Either way, your bidding is working from bad data. This guide walks through the checks in order. It is part of our Google Ads help centre.
Check these first
- Read the tracking status. Go to Goals, then Summary. Choose All conversions and look at the Tracking status column. Hover over each status for detail.
- Test the tag with Tag Assistant. Hover over a problem status and click Troubleshoot to open Tag Assistant from the account.
- Check which actions are Primary. Only primary actions feed bidding and the Conversions column.
- Look for duplicates. A GA4 import and a Google Ads tag for the same form will double count if both are primary.
- Check the counting setting. Leads should usually count "One" per click.
- Give it time. Google says Google Ads conversion data typically appears within 3 hours with last-click attribution, and within 15 hours with other models. GA4 imports take longer. Source: About data freshness.
What each tracking status means
Google updated these labels in 2026. Older help pages and screenshots may still say "Unverified", "Tag inactive" or "No recent conversions". Current definitions are on Google's conversion tracking status troubleshooter.
| What you see | What it means | How to fix it | How long it takes |
|---|---|---|---|
| Active | Tracking is working. | Nothing, but spot-check for double counting. | None |
| Needs attention | Something needs fixing, but conversions are still recording. | Hover over the status and follow the listed items. | Minutes to an hour |
| Misconfigured | Recording has stopped completely, usually a broken or missing tag. | Run Tag Assistant, find the missing tag and reinstall it. | An hour, then wait for data |
| Awaiting conversions | No conversions in the last 7 days. Often the action is under 48 hours old, campaigns are paused or traffic is low. | Submit a test enquiry. If the tag fires, wait for real traffic. | Days |
| Removed | The action was deleted or archived. | Create a new action if you still need it. | Minutes |
A campaign may also show "Eligible (Misconfigured)" next to its bid strategy. Google says this usually means no biddable conversions in the last 28 days. Source: About campaign statuses.
Test the tag with Tag Assistant or GTM preview
- From the Troubleshoot link, Tag Assistant opens in a new window. Enter your home page or a landing page, not the thank-you page.
- Click Connect. Your site opens in a new tab.
- Submit a real test enquiry, or make a test purchase.
- Return to Tag Assistant and click Finish. Do not just close the window, or the session times out.
- Read which tags fired and on which page. Google says verified actions from the session appear in the account after about 30 minutes.
If you use Google Tag Manager, use its Preview mode instead. Check that the conversion tag fires once on the success event and not on page load of every page. Source: Use Tag Assistant to troubleshoot conversion actions.
Common causes
- Tag on the wrong page. The conversion tag sits on every page, so every visit counts as a lead. Or it sits on a thank-you page that no longer exists.
- Form success not tracked. Many forms show a "thanks" message without loading a new page, so a page-view trigger never fires.
- Duplicate tags. A theme, a plugin and Tag Manager all install the same tag.
- Wrong conversion ID or label. Common after copying a tag from another account or a template.
- Cookie banner blocking tags. If tags wait for consent and most people ignore the banner, fewer conversions are recorded. Check how your consent tool is set up.
GA4 import or Google Ads tag? Pick one primary source
Google says conversion actions based on GA4 key events are set as secondary by default when added alongside existing ones, to avoid counting the same event twice. Source: GA4 advertising and attribution.
| Situation | Use as primary | Why |
|---|---|---|
| Simple lead site, GA4 already tracking form submits correctly | GA4 key event import | One setup to maintain |
| You need the fastest data for Smart Bidding | Google Ads tag | Native tag data arrives faster than GA4 imports |
| Shopify store | The Google & YouTube app's purchase tracking, or your own tag, not both | Running both can double count |
| Both are set up for the same lead | Keep one primary, set the other to secondary | Prevents doubled conversions |
Count: "One" vs "Every"
Each conversion action has a Count setting. Google suggests One for leads, because one person filling in your form three times is still one lead. Every suits purchases, where each sale has value. Source: About conversion counting options.
Platform-specific checks
WordPress
- Contact Form 7 shows its success message without loading a new page. Use a Tag Manager trigger on the form's submit event or redirect to a thank-you page.
- Gravity Forms can redirect to a confirmation page. Put the conversion trigger on that page only.
- Check that a caching or optimisation plugin is not delaying or combining the Google tag.
Shopify
Google recommends setting up conversion tracking through the Google & YouTube app, which also has an option to turn on enhanced conversions. If a developer also added a Google Ads tag manually, purchases may count twice. Source: Set up conversion tracking with the Google & YouTube app on Shopify.
Wix
Wix has its own marketing integrations for Google tags. Use either the built-in integration or Tag Manager, not both, and confirm the success page with Tag Assistant.
Phone calls
Google offers several call conversion types, including the two most small businesses need:
- Calls from ads: calls made directly from call assets or call-only ads.
- Calls to a phone number on your website: Google swaps your number on the site for a Google forwarding number after an ad click, so it can see which calls came from ads.
Both let you set a minimum call length, so a 10-second wrong number does not count as a lead. Clicks on a phone number on your mobile site can also be tracked, but a click is not a completed call. Source: About phone call conversion tracking. Check on Google's page that forwarding numbers are available for your account before relying on them.
Enhanced conversions
Enhanced conversions add hashed first-party data, such as the email address from your form, to conversion tracking. Google says this improves measurement accuracy. It is worth setting up once basic tracking works, not before. Source: About enhanced conversions.
Australian detail
If you collect email addresses or phone numbers for enhanced conversions, mention it in your privacy policy. This is general information, not legal advice; check your obligations under the Privacy Act with an adviser.
When to get help
If Tag Assistant shows the tag firing but Google Ads still reports nothing, a specialist will check conversion action settings, attribution, consent setup and account linking together.
Related: Google Ads spending but no leads, Meta Pixel not working and Performance Max for small businesses.
About this guide
Written by Amann Jhamb, Director of AR Digital Solutions, 17 years in web design, SEO and paid ads. Last checked: 3 November 2026 against Google Ads Help: Troubleshooting conversion tracking status. Change note: first published 3 November 2026. Part of our Google Ads help centre.