How to audit Conversion Tags in Google Ads

Published at Mar 24, 2022

How to audit Conversion Tags in Google Ads

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 ā€˜Tools and Settingsā€™
Under ā€˜Measurementā€™, click ā€˜Conversionsā€™

Screenshot 2022 03 24 at 12 10 45 Overview PPC Panos work Google Ads

Navigate to the ā€˜Statusā€™ column on your right.
Investigate the ā€˜tracking statusā€™ for the conversion action of interest.

Screenshot 2022 03 24 at 12 11 36 Conversion actions PPC Panos work Google Ads

The ā€˜tracking statusā€™ messages will be any of the following

Unverified
No recent conversions
Recording conversions
Tag inactive
Removed
I donā€™t see my conversion action

Letā€™s break down the ā€˜tracking statusā€™ responses

ā€œUnverifiedā€ means one of the following:

If the message is showing for less than 24 hours then Google Ads hasnā€™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 ā€˜firingā€™ properly

ā€œNo recent conversionsā€ means:

The conversion tag hasnā€™t recorded any conversions in the last 7 days

ā€œRecording conversionsā€ means:

The conversion tag has recorded conversions in the last 7 days

ā€œTag inactiveā€ means one of the following:

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

ā€œI donā€™t see my conversion actionā€ means one of the following:

Cross-account conversion tracking was disabled
Conversion action name has been changed
Itā€™s hidden as removed
Itā€™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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