How to audit Conversion Tags in Google Ads

Note: Conversion tag [Conversion tracking tag] is the Javascript snippet [code snippet] found inside the codebase of a website whereas Conversion Action is the conversion created by the Google Ads Account holder or PPC Specialist.

Sign in to your Google Ads Account
In the upper right corner, click ‘Tools and Settings’
Under ‘Measurement’, click ‘Conversions’

Navigate to the ‘Status’ column on your right.
Investigate the ‘tracking status’ for the conversion action of interest.

The ‘tracking status’ messages will be any of the following

Unverified
No recent conversions
Recording conversions
Tag inactive
Removed
I don’t see my conversion action

Let’s break down the ‘tracking status’ responses

“Unverified” means one of the following:

If the message is showing for less than 24 hours then Google Ads hasn’t verified the conversion tag. It usually takes a couple of hours.

If the message is showing for more than 24 hours then this can mean any of the following:

Dynamic conversion in the wrong format
Incorrect send_to parameter
JavaScript syntax errors
Conversion Tag is not in the correct page
Conversion Tag is not ‘firing’ properly

“No recent conversions” means:

The conversion tag hasn’t recorded any conversions in the last 7 days

“Recording conversions” means:

The conversion tag has recorded conversions in the last 7 days

“Tag inactive” means one of the following:

The conversion tag never recovered conversions
The conversion tag stopped recording conversions

“I don’t see my conversion action” means one of the following:

Cross-account conversion tracking was disabled
Conversion action name has been changed
It’s hidden as removed
It’s in another page

If you want to know more about Google Ads audits, then visit the following link

Google Ads Audit guide & free [Notion & Google Sheets] template

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