If your Google Ads conversions aren’t showing up properly, chances are something’s off with your tag setup, your website code, or how your account is configured.
It’s a frustrating situation: you’re running ads, getting clicks, but the conversions aren’t coming through. Or maybe the numbers just look… wrong. Too high, too low, totally out of sync with your CRM or Google Analytics.
Don’t worry—you’re definitely not the only one. Tracking issues happen all the time, even to experienced marketers. The good news? They’re usually fixable with a bit of detective work.
In this guide, we’ll break down what causes these problems, how to spot them, and exactly what you can do to get your tracking back on track.
What Is Google Ads Conversion Tracking, Anyway?
Conversion tracking is how you tell Google what a “success” looks like for your ads. It could be someone buying something, filling out a form, calling your business, or even just landing on a thank-you page.
To track these actions, you usually:
- Add a piece of code (called a tag) to your website
- Use Google Tag Manager (GTM)
- Or set up events in Google Analytics (GA4) and connect it to Google Ads
When everything works, you get clean, accurate data. You can see which keywords and ads are bringing in results—and which ones are burning money.
When things break? That’s where it gets tricky.
The Most Common Conversion Tracking Problems
Let’s take a look at the usual suspects.
1. No Conversions Showing Up
You’re getting clicks, but Google Ads reports zero conversions. Super frustrating.
What might be going wrong:
- The tag isn’t firing at all
- It’s placed on the wrong page
- It’s blocked by an ad blocker or cookie banner
- The conversion action isn’t set up correctly in your Google Ads account
2. Too Many Conversions (Duplicates)
Your dashboard shows 100 conversions, but your sales team only closed 20 deals. What gives?
It could be:
- The tag is firing more than once (like on every page load)
- The same action is being tracked multiple times
- A reload or back-button action is triggering the tag again
3. Conversions Not Matching Your CRM or GA4
This one’s common. Google Ads shows fewer conversions than your other tools.
Why this happens:
- Conversions are delayed or filtered out
- Safari/iOS is blocking cookies (thanks, ITP)
- Not all devices are tracked equally
- The attribution models differ (GA4 and Ads don’t always agree)
4. Conversions Attributed to the Wrong Campaign
Your branded search campaign is getting credit for conversions that clearly came from YouTube or Display. Something’s off.
Possible causes:
- Auto-tagging is turned off in Google Ads
- UTM parameters are missing or wrong
- Cross-domain tracking isn’t set up properly
How to Figure Out What’s Broken
Before fixing anything, you need to find the problem. Here’s how to run a quick audit.
Step 1: Check If the Tag Is There
Use the Google Tag Assistant Chrome extension or GTM’s Preview Mode.
- Is the conversion tag loading on the right page?
- Is it firing once (not multiple times)?
- Are there any JavaScript errors blocking it?
Step 2: Double-Check Your Google Ads Settings
Head to your Google Ads account and look under Tools & Settings → Conversions.
Look at the conversion action you’re tracking and check:
- Is the status “Recording Conversions”?
- Is it set to “Include in Conversions”?
- Is it counting “One” or “Every”?
- Are the values being tracked?
Make sure you’re not tracking a dead page or something that never loads.
Step 3: Use GA4 or Your CRM for Comparison
If you’re using GA4, hop into DebugView and see if your conversion event is being triggered.
If your CRM shows more leads than Google Ads, maybe your tags are firing—but the data isn’t reaching Ads.
How to Fix the Problem
Once you’ve figured out what’s going wrong, here’s how to fix the most common issues.
Problem: Tag Isn’t Firing
Solution:
- Double-check your trigger settings in GTM (make sure it’s firing on the right page or form)
- Reinstall the tag manually or through GTM
- Make sure the page doesn’t block third-party scripts (common with cookie consent banners)
Problem: Duplicates or Inflated Conversions
Solution:
- Only fire the tag on a thank-you page or after a successful form submission
- Avoid firing on pageviews or reloads
- Use GTM variables or cookies to limit the tag from firing more than once
Problem: Underreporting Conversions
Solution:
- Turn on Enhanced Conversions in Google Ads (it helps send hashed user data back to Google)
- Use server-side tagging to bypass browser tracking limits
- Make sure GA4 and Google Ads are linked properly and sharing data
Problem: Attribution or Cross-Domain Issues
Solution:
- Enable Auto-tagging in Google Ads (it appends a GCLID to every click)
- Use consistent UTM tags across all campaigns
- If you send users to a different domain (like for checkout), enable cross-domain tracking in GA4 or GTM
Helpful Tools for Debugging
Here are a few tools you’ll want in your troubleshooting toolbox:
- Google Tag Assistant – Checks if your tags are working right
- GTM Preview Mode – Lets you test tags and triggers before publishing
- GA4 DebugView – Tracks live events happening on your site
- Google Ads Tag Diagnostics – Flags missing or misconfigured conversion tags
Pro tip: Try testing a conversion yourself in an Incognito window (with no extensions running) to simulate a “clean” user experience.
Advanced Fixes (If You’re Feeling Fancy)
Server-Side Tagging
Want better data accuracy and more control? Consider switching to server-side tagging. It helps:
- Avoid ad blockers
- Comply with privacy regulations
- Track conversions even with strict browser settings
You’ll need some setup (via GTM’s server container or tools like Stape.io), but it’s worth it for big-budget campaigns.
Offline Conversion Tracking
If your sales happen over the phone or after someone fills out a lead form, you can still track them.
Here’s how:
- Capture the GCLID when someone submits a form
- Store it in your CRM
- When a sale happens, upload that GCLID back to Google Ads
- Boom—offline conversion tracked
How to Keep Tracking Running Smoothly
Fixing the problem is step one. Keeping it from happening again? That’s the real win.
Here are a few ways to stay ahead:
- Use Google Tag Manager to manage all your tags in one place
- Audit your tags monthly using tools like Tag Assistant and GA4
- Keep a log of all tracking changes (especially if you work with a dev team)
- Train your team on how your tracking is set up
- Enable Enhanced Conversions and Consent Mode for better privacy compliance and data collection
Final Thoughts
Conversion tracking isn’t just a technical thing—it’s a revenue thing. If your data is off, your decisions will be too. But with the right process and tools, you can catch and fix issues before they cost you real money.
Here’s the quick recap:
- If conversions aren’t showing, check your tags, triggers, and Google Ads settings
- Use tools like GTM, Tag Assistant, and GA4 to test and troubleshoot
- Watch out for browser limitations, duplicate tracking, and attribution errors
- Consider server-side or enhanced conversions for better accuracy
- Audit regularly to keep things working long-term
If you’re stuck or just want a second pair of eyes on your setup, don’t hesitate to reach out. Tracking is one of those things that’s better to fix now than to realize later that your data’s been off for months.