Troubleshooting Google Ads Conversion Tracking Statuses

In Google Ads, navigate to Tools & Settings > Measurement > Conversions. Here you can see the conversion actions set up in your account.

The tracking status column can give you good insight into if your tracking is working or not. However, it can be misleading if you're unfamiliar with what each status means.

My Tracking Status says No Recent Conversions:

Does this status mean that my tracking is working?: Yes!

But why are there no recent conversions, if the tracking is working?: Google Ads only shows conversions here that are due to a Google Ads advertisement. This status means that Google has seen the conversion tracking tag fire, but there are no conversions due to a Google Ads advertisement in the past 7 days.

Last Recorded Conversion: If you hover over top of this status, in the pop up, Google will show you the last date that they recorded a conversion for this tag that was due to a Google Ad.

My Tracking Status says Tag Inactive:

Does this status mean that my tracking is working?: Maybe.

What does this status mean?: This status doesn't necessarily mean that your tracking is "broken". This means that Google hasn't recorded a conversion for this action from both paid and non-paid traffic in the past 7 days. If no one has completed this action in the past 7 days, then this status is normal.

How do I trouble shoot this status?:

1. Do a sanity check - Check the "last seen" date for this conversion & compare that date to the last date you saw this action completed.
   1. To find the "last seen", click columns > modify columns > Search for and then click the Last Seen metric to add it to your column view > select apply.
      
   2. If you're comparing to, for instance, a form submission. Compare the last seen date to the last date that form submission came through. If these dates match, then that explains the inactive status, as Google just hasn't seen this action completed in the past 7 days.
2. Test the conversion action in question.
3. Remove the conversion action if it's outdated or no longer in use.

My Tracking Status says Unverified:

Does this status mean that my tracking is working?: Maybe.

What does this status mean?: This means that Google has not yet seen your tag fire for paid or unpaid traffic. By default, all newly created conversions will have this status. This will only update once Google has seen this action occur on your website. (i.e. a purchase action will remain unverified until a purchase occurs).

How do I trouble shoot this status?:

• Has it been less than 24 hours? > Then Google likely just hasn't seen this action occur on your site yet.
• Has it been more than 24 hours? > Try completing the action on your website yourself (i.e. placing a test order or signing up for your mailing list). Give Google a little time to process the data & update the status. If the status still doesn't change, there is likely a configuration issue.

My Tracking Status says Recording Conversions:

Does this status mean that my tracking is working?: Yes!

What does this status mean?: Google has seen you conversion tag and recorded a conversion from a Google Ads Advertisement in the past 7 days. No action is required.

My Tracking Status says Removed:

What does this status mean?: This conversion action has been removed.

Can it be added back in?: You can add it back to your account by clicking the red "X" next to the conversion action name, then selecting Enabled.

Need test out your tag configuration to ensure it's working as intended? Check out our article: 4 Ways to Test and Validate Your Tags Fire in GTM